Square User Journey
Narrative approach to multi-product e-commerce
HCD UX / UI Design
Small business owners don’t want to be sold - they want to belong. Marking business tools needs to demonstrate the ecosystem and benefits to folks that look like them, but function as effortlessly as best-in-class e-commerce.
Challenge: Entice new and existing customers to “try on” the complete product ecosystem at their own pace.
Strategy: Use UI and navigation to progressively reveal features, use cases, and customer testimonial to build an evaluate Square as a complete solution over individual products. Answer the question, “Why Square?” without technical comparisons.
Role: As the Strategy Lead, I unified design and architecture across web and in-app experience, giving direction to UX and visual designs, developers, and product marketing managers.
Design System
Merge brand and UI design into a new UX framework that promotes discovery.
1. Vignettes to highlight use cases and real stories
2. Cards, hotspots, and menus to reveal information
3. UX Copy to speak directly to business owners
Navigation
Introduce page-level and secondary navigation menus that preview the journey
1. Dynamic visuals by product use case / business type
2. Secondary navigation to with to traditional e-commerce categories: price, features, comparison, technical requirements
3. Space to wonder
Why Square?
Sell the reason to believe. Not each product.
1. Integrate storytelling to build relevance
2. People first, supported by tech
3. Alleviate purchase pressure
