CREWJOY AI

PRODUCT / 2023

DESIGN 4 STARTUPS / SERVICE DESIGN / PSYCHOLOGY / RESEARCH / AI / PRODUCT DESIGN
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AT A GLANCE

Crewjoy is a startup that helps remote and hybrid organizations achieve greater human connection, higher value collaboration, and thriving cultures. Their business model combines AI-powered SaaS products with hands-on facilitated services, and they seek my contribution as a service designer.

The goal was to understand their users’ mental model and provide recommendations across the customer journey for better acquisition, retention, and overall product experience. As a part of the defined scope, I conducted in-depth user interviews and business requirements analysis to identify potential gaps, opportunities, and limitations for Crewjoy during its early stages.

The final deliverables included an extensive customer journey map and insights matrix that correlated business insights with user insights across various stages of the journey. Furthermore, a prioritization and conceptualization exercise to provide the next steps for the team to embark on.

THE TIMELINE

The project ran for 12 weeks as a part of the Design 4 Startups initiative in Spring 2023, where I carried out the product research scoping, planning, and execution. This involved visioning workshops with the business team and then user interviews that included early product impressions before stepping into synthesis.

timeline

THE OVERARCHING QUESTIONS

To help bridge the gaps, we first need to find the missing Lego pieces to construct the model. Hence, the questions came along:

What exactly are the issues we’re aiming to address? (Pain Points)
What do users expect to gain out of the CJ experience? (Expectations)
What motivates them to onboard/try/experiment with CJ's experience? (Motivations)
How can we enable the users to have a fruitful engagement with CJ? (Engagement)
What are the modes of interaction between the users and CJ? (Touchpoint)

But how do we get there? Scroll below to find out.

BUSINESS VISION WORKSHOPS

01 PRODUCT EXPERIENCE

The product owners built more structure by envisioning the product journey through experience mapping in the workshop. It pushed the team to think out loud, have a discourse on specifics, and find patterns to address.

experiencemap
02 TEAMBUILDING EXPERIENCE

The counterpart of the product is the teambuilding facilitation services Crewjoy provides. Having a discourse with the workshop coaches helped inform the offerings further. This workshop covered topics like:

1. Ways to create awareness/value about team-building
2. Key elements of a collaborative engagement in a team
3. Organizational challenges in a post-pandemic world
4. Metrics to evaluate the success/failure of a team-building workshop
5. Ways to leverage the product to enable better/informed workshop outcomes (and vice versa)

workshop

VALIDATING WITH THE USERS

INTERVIEW INSIGHTS

Interviews involved around 10-12 potential end-users, a mix of managers, new and tenured employees, and even neurodivergent individuals working at various firms.

The goal of these interviews was to deconstruct their experience as collaborators in teams and organizations they have worked with. This included aspects like work rhythm, knowing the people, check-ins, struggles, individuality, communication channels, growth and feedback, and overall impressions.

userinterviews

The list was comprehensive and probably won't fit here but it informed Crewjoy’s envisioned path for its users.

THE MAMMOTH

INSIGHT MATRIX

This is where it all comes down. Finding affinity between the business vision and user insights, a mammoth of a matrix that not only captures all the insights but highlights the correlation with various stages of the journey, and the potential value/impact of each insight. I took it further by brainstorming high and low-effort concepts to address those insights.

Too giant to fit on this page, the matrix helped Crewjoy plan out the next set of features for development and overarching steps for the rest of the quarter.

mammoth

THE LITTLE THINGS

HIGHLIGHTS

Being in its early stages, Crewjoy needed its product to be more ready for users to fiddle with. Moreover, they needed to expand their social presence to get more face-time with users. Faster failures are better than bigger ones. Before we concluded this 12-week project, Crewjoy already posted over 10 blogs and locked in on their social media accounts for marketing and presence.

Here are a few key highlights from this project that were recurring patterns throughout, and a few concept ideas that would help them create a meaningful product:

highlights

DESIGN CONCEPTS

Although this wasn’t part of the scope, I decided to explore a few features and valuable additions to their website (at that time).

RECOMMENDATION TOOLTIPS

Crewjoy’s product had solutions to help team members of an organization better understand each other’s working style.

In this concept, I surface one of the three highlights “Talk with me” that concisely shares Leslie’s communication preferences.

The AI suggests a few message starters that Leslie welcomes.

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PERSONALIZED CJ REPORT

A simple quiz that would help potential customers get a quick report on how/where Crewjoy can empower their organization.

Additionally, this also helps CJ generate valuable data to understand its customers better while generating credibility amongst its target audience.

quiz
PERSONALIZED CJ REPORT

A user’s CJ profile is not bound to a particular team or organization. CJ passport allows full ownership of the profile to be exported as a shareable document, like a resume.

This is valuable to the users who may be switching jobs or simply quitting the organization.

It's a bite-sized version of their CJ profile with all the essential details about them.

passport

WHERE ARE THEY NOW

Crewjoy is currently expanding its product features and offerings while conducting internal tests acquired by organizations. Simultaneously, they are spreading awareness about the role of AI and teambuilding through posts, articles, and workshops.

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HESITATION KILLS OPPORTUNITY, REACH OUT

EVERYTHING, EVERYWHERE, ALL AT ONCE...PRETTY MUCH
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