PTC Velocity is a Sales Enablement Platform, powered by SAVO Group. The goal of this project was to revamp the web UI and navigation that result in better user experience.
User Research • Prototyping • UI Design • UI Development
Though its purpose is to enable better sales process, PTC Velocity’s bad UI and poor content organization were not tailored to fit the needs of our daily users, the sales reps and partners reps.
We knew the website refresh needed to start from home. The old homepage did not serve much of its purpose. Randomly placed announcement banners and unclear buttons on top made the homepage to look confusing.
With the this project, we wanted to accomplish following goals:
To learn more about our users’ experience with the current site, we conducted user interviews and usability testing. Based on the feedbacks we collected, we were able to identify 3 major user behavior using this platform.
“When I go into Velocity, I care more about information design than pretty looking UI. As long as I can find contents as quickly as possible, the better.”
Many users struggled navigating through pages to find the right content. We needed to find the best way to make their discovery experience easy and seamless.
The design process consisted of card sorting, information architecture, task flows, and creating low-fi/high-fi wireframes.
While earlier generations prioritized brand loyalty or pure affordability, 2017 research highlighted that millennials were "thoughtful buyers".
: Over half of millennial consumers indicated they would pay a premium for high-quality products that aligned with their social and environmental values. millennial buying power 2017
: Retailers like Walmart and Target remained top destinations by successfully merging physical convenience with digital personalization. Experiences Over Materialism While earlier generations prioritized brand loyalty or pure
The year also solidified the "Experience Economy." Data from 2017 indicated that millennials were outspending older generations on entertainment and lifestyle experiences, such as travel and dining, which provided "sharable" social currency. This didn't mean they abandoned material goods; rather, they shifted toward premiumization in categories like apparel and technology, preferring fewer, better-quality items over disposable ones. Economic Challenges vs. Market Potential Experiences Over Materialism The year also solidified the
Despite their massive influence, millennials in 2017 faced unique financial headwinds. High student loan debt and lower relative income levels meant many were conservative in their savings, with many holding less than $1,000 in savings accounts. This forced brands to compete on extreme value through digital coupons and loyalty programs to secure allegiance from a generation notorious for its lack of brand loyalty. Conclusion
: Rather than trusting traditional advertising, this cohort relied heavily on "electronic word-of-mouth" (eWoM) and social media reviews before committing to a purchase.
There is never a perfect design! We had a lot of positive feedbacks from our users with the redesign. Users were satisfied with cleaner UI and improved navigational experience.
However, even the new design could not satisfy our users 100%. As they continued using the tool, they faced with new sets of problems. I learned how important it is to never get fully satisfied with the design decisions and the continue the effort of iteration, which should not be an option but a habitual routine.
