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Envisioning and Transforming a legacy MLM Operations App into a SaaS Platform

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This case study provides a high-level overview of the project, approach, and key outcomes achieved. Due to a strict Non-Disclosure Agreement (NDA), specific details and proprietary information cannot be shared here. However, the project can be discussed in greater detail with specific insights during a one-on-one conversation. Please reach out for further discussions.

Domain

Multilevel Marketing

Overview

InfoTrax has two configurable software products in their repertoire viz. FlexCloud and EVO. These software provide the tools necessary for the different stakeholders who are a part of any direct selling company's ecosystem.

Role

I led the experience design efforts of the FlexCloud suite of applications from Nov 2020 to May 2024.​

The client is a trusted global name in the Multi-Level-Marketing (MLM) software.

I began as an individual contributor, focusing on hands-on design execution. By the end of my tenure, I had grown to lead the design specification efforts, ensuring alignment across various teams and phases of the project.

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As the Lead Interaction Designer of the project I was responsible for;

• Project planning and requirement gathering

• Creating the design strategy for the project

• Planning design sprints and ensuring on-time delivery

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Ideation - Partnered with Product Owners during insights finding, ran workshop with users to re-align business goals with user’s. conducting research through workshops and interviews with the various stakeholders.

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Design Execution & Validation - Designed wireframes and low-fidelity prototypes, validated key screens and flows through iterations by conducting A-B testing with stakeholders and users.​ 

 

Defined journeys, wireframes, prototypes and led the design specs efforts, ran and fed them back in the product.

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Created meaningful information flows and structured hierarchies that formed the foundation of the information architecture, guiding the design of user flows. Research informed the design of the user experience and interactions for the app. These flows and interactions were represented through wireframes and low-fidelity clickable prototypes, validated with key stakeholders and select users.

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Coordination- Collaborated with other designers and developers across multiple projects.

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Leadership - Engagement with Leadership- Throughout the project lifecycle, presented design work to executives, senior stakeholders and other project teams, sometime for getting buy-in and sometimes as demo.

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🧠 Reposition the team from a wireframe factory to a problem-solving unit

By involving UX team upstream in the process and by consciously speaking the language of the business.

 

💪 Team building

Working along with the Creative Director and another UX Manager, we grew the team by 50% with clear focus areas for new hires. We realigned the whole team into smaller, tighter ‘squads‘ with UX, UI and FE Dev coupled together.

 

💻 UX ops

As a hands-on UX Manager, I would often tweak various parts of our team ops e.g. UX delivery process, design system governance process, design-dev handovers, etc.

 

📈 Continuous improvement

By bringing analytics and metrics within the design team’s way of working and inculcating a culture of experimentation.

To target diverse clientele and simplify propriety codebase, client decided to ship their services to customers in the form of subscription-based APIs instead of legacy full-stack solutions. This meant that client applications could establish secure communication with Infotrax and have the capability to customize their applications as they deemed necessary. Infotrax wanted to create a tool that would make all these functionalities available to its customers at a single destination.

Our brief was to analyze this situation, define stakeholders and service journeys of all parties involved and envision a unified UX and design system based on the insights we drew from our research. Their idea got conceptualized into FlexCloud, a decoupled multi-app web platform that would allow internal users and external clients to harness the power of InfoTrax’s services like API integrations, Commissions Engine, Reporting Portal, etc.

Our process was informed by ethnographic research that gave us a deeper understanding of our client’s goals, expectations, and success parameters. These insights materialized into design decisions pertaining to user onboarding, business lifecycles, persona ecology, and the future scope of the applications.

 

We designed the user journeys and frameworks of the platform from scratch before proceeding with each application one-by-one.

Impacts

One of the most immediate impacts of releasing FlexCloud was that the client's customers did not have to delegate business strategies outwards and would be able to solve most issues internally. This will be a solution where everyone benefits since clients will have greater control over their operations, and, with the reduced dependency, Infotrax engineers would have to maintain API support for only a single codebase i.e., Infotrax Engine. Moreover, it would widen the range of new clients and reduce their onboarding time, thus opening opportunities for more business.

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The design significantly enhanced the user experience, while also meeting the business goals of each of the individual projects. Our work was highly appreciated by the client and stakeholders.

Team

Over the course of four years, this product's journey saw the contributions of numerous talented individuals who played key roles in shaping its success.

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This collective effort included the expertise of Satya Siva Kanth Seethina (Product Designer), Archana Vishwanath (Interaction Designer), Dharmeshwar Brahma (Illustrator), Sourav Mukherjee (Lead Visual Designer), and our strategic design leader, Kadambari Sahu. Past contributors - Akash Anand (Interaction Designer, 2022-2023), Gowtham Madeti (Product Designer, 2022-2023), Tejus Nagdev (Interaction Designer, 2020-2021), and Suryansh Srivastava (Visual Designer, 2020-2021) added unique perspectives to the evolving design process.

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The success of this product stands as a testament to the value of collaboration, mentorship, and continuous iteration, which remain central to my design and leadership ethos.

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