Let me paint a picture for you: imagine you're tasked with filling out a lengthy, convoluted form that feels more like a chore than a helpful tool. That’s exactly where our supplier response workflow started—a disjointed supply chain data form that left users frustrated and overwhelmed. But as I dug deeper, I saw an opportunity not just to fix it, but to make it something our users would love—a tool so easy and satisfying that they’d actually look forward to using it.
When I first audited the design, I was met with a form that really struggled to keep user's attention and engage them all the way to the "submit" button. There was little context to guide users, and it was riddled with pain points that made filling it out a struggle. My suspicions were confirmed during user research. It turns out, our users were bypassing this awkward form altogether, opting instead for an advanced form that contained—get this—a table format.
Why? Because the table was easier to use, even if it wasn’t perfect. The form still struggled with basic accessibility and the user flow wasn't obvious. That’s when it hit me: if our users were gravitating toward the table, why not lean into that and make it the heart of my new design? But I didn’t just want to make it functional—I wanted to make it addictive.
Drawing inspiration from Nir Eyal’s "Hooked," I saw an opportunity to transform this workflow into something not just functional, but truly engaging—a tool that users would find so intuitive and satisfying that they would be eager to return to it again and again.
1. Trigger:
The process begins with a crucial external trigger: an email from a customer requesting supply chain data. This trigger is mandatory—our users must provide this data, which creates an immediate need to engage with the workflow.
2. Action:
The first section of the form is the user's initial action, and it's crucial that this first step is as seamless as possible. By focusing on the table format that users already gravitated toward, I designed a cleaner, more accessible interface that simplifies data entry. The moment the user completes this first section, they see immediate feedback—something that felt vital in driving continued engagement.
3. Variable Reward:
To create that “hook,” I implemented a system of variable rewards. After completing each section, the progress bar at the top of the screen advances slightly, while a satisfying checkmark appears beside the completed section. This small but impactful reward taps into the user’s intrinsic motivation, giving them a sense of accomplishment and encouraging them to move forward. The more they progress, the more invested they become in seeing the bar reach 100%.
4. Investment:
As users continue to fill out the form, they are making an investment—both in terms of time and effort. This investment increases their commitment to completing the task. With each additional section they complete, users become more "hooked" on finishing the workflow, driven by the desire to see the progress bar fill up and all the checkmarks appear. This not only makes the process more engaging but also reinforces their attachment to the product.
This project presented significant challenges, especially since it occurred before our design system was fully operational. To ensure consistency and effective communication with engineering, I focused heavily on prototyping and provided detailed HTML, CSS, and all necessary assets. This meticulous approach ensured that what I designed was exactly what was built, creating a unified, high-quality user experience.
Additionally, as this was a newly acquired product with a lot of eyes on it, I had to ensure that my design thinking was clearly communicated to stakeholders. Building strong relationships with directors and executives was essential to maintaining alignment throughout the project. This was not just a design overhaul but a critical initiative that set the tone for future product development. If I could revisit this project, I would advocate for the design system to be built in tandem with or even before this initiative. However, the experience of transforming a broken workflow into a tool that users genuinely enjoy using was invaluable. The principles from "Hooked" guided me in making design decisions that didn’t just fix the problem but turned the workflow into something our users are now eager to engage with.
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