Moxchat was an instant messaging platform that aimed to provide financial support and team structure for the main product—a customer relationship management (CRM) system integrated with chat platforms, complaint portals, and social media. As the first stage of the project, Moxchat was introduced to the market as a fully functional platform, receiving positive user adoption and feedback. However, the business did not progress further due to a lack of funding, which rendered the product unviable after two years.
Abstract
In this project, I worked closely with the Reclamão team to develop a solution for the interface of the Mox platform, consisting of two products: instant messaging and a customer relationship management (CRM) system. To achieve this, I designed the customer interaction windows, chat tab, dashboard, and color system for both tools.
In the pre-project phase, we went through an extensive benchmarking period, researching and analyzing similar solutions in the market. This allowed us to reduce the application’s time to market and achieve greater accuracy, especially considering that there were few options available at the time, with most of them being localized versions rather than specifically tailored for the Brazilian market.
Given this scenario, we conducted positioning research, explored potential partnerships, performed usability studies, and conducted numerous tests. Testing played a crucial role in ensuring the effectiveness and user-friendliness of the Mox platform.
In this project, I collaborated with the development team, utilizing InVision.app for prototyping. I actively participated in defining the pages and timeline, conducting real-time usability tests, and gathering instant feedback from regular users. Additionally, I monitored heatmaps and conducted ongoing surveys using quantitative-focused forms, targeting the most active users of the tool.
Furthermore, I developed a responsive website using HTML, CSS, and SVG, and also created the brand’s design system.
Process
Understanding the Proposal
The initial study always starts with understanding the problem. Alongside the problem analysis, I began studying the proposed solution. By comprehending the context, I moved on to the next phase.
Research
In the overall research, I conducted an assessment of the main tools in the market, identified the problems that Moxchat would solve, and identified its strengths, such as being 100% Brazilian, native support, pricing in local currency, and a visually simple design.
Defining the Target Audience
The understanding of the target audience started to emerge when we conducted interviews with customer support representatives in companies, especially those dealing with digital products. Support teams always rely on tools to streamline their processes, and they require something that is easy to use yet efficient.
Defining the Opportunities
Our opportunities were aligned with our delivery timelines, ensuring that the product’s evolution flowed in sync with customer requirements. We had a vast market to explore, allowing us to add services over time and with experience.
Defining the Styles
Before defining the screens, we conducted studies to translate the concept of simplicity into the visual design. Simplicity can be the most complex to achieve, as it requires careful attention and extensive testing.
Prototyping
Wireframes, Photoshop, and InVisionApp. That’s how I started building this application back in 2015, before WhatsApp dominated instant messaging on websites. Once the screens were designed, it was time to move forward with CSS+HTML development.
Validation
With the MVP in hand, we began conducting advanced tests to evaluate areas for improvement. We collected feedback from over 100 users to measure the impact of Moxchat on their day-to-day customer support activities.
Alterations
Through the tests, we verified if the information architecture was appropriate, if the main functions were intuitive, and if the secondary functions were truly in the background. After making some adjustments, Moxchat was launched.
Solution
In summary, the process involved quantitative and qualitative research, interviews, and monitored access. We were able to conduct comprehensive and real-time evaluations within customer support teams. The proposed interface successfully fulfilled its objective, aligning with all other brand touchpoints. Below are some screens.
