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Integrating core business and services to realize the corporate vision of Making Business More Efficient.

In 2020, CamScanner, an OCR mobile software has helped INTSIG Information to occupy the largest OCR market share in China. The company thus hopes to use OCR technology as an incision to integrate its leading AI technology into a broader business field, such as enterprise business consulting, efficient access to partners, and expansion of overseas markets, etc. To realize this vision, Textin 1.0, a one-stop OCR cloud service platform was established.

To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of INTSIG Information.

 

MY ROLE

I led the design of Textin 1.0 since the outset of the project in May 2020.

 

By conducting research and analysis, I sorted out business and user insights, as well as created experience-friendly product design solutions based on core business values.

 

Click HERE to experience Textin 1.0.

 

THE CHALLENGE

To establish a unified brand image, optimize the sales process and reduce customization service costs.

Picking Up the Pieces

Founded in 2006, INTSIG Information has been exploring different business fields and business models for more than ten years. To sort out its relatively complicated business model, I organized interviews with decision-makers and different stakeholders.  Every stakeholder has its expectations of Textin. 

Artificial Creative Group

  • To establish a unified brand image

  • To use a unified set of products for both employees and clients

  • To expand overseas markets

Artificial Intelligence Motherbase

  • To integrate technical capabilities

Smart Solution Group

  • To reduce both sales difficulty and customer procurement threshold

  • To reduce customization service costs

  • To increase sales and profits

 

THE OBJECTIVE

"Integrating technical capabilities and services to establish a one-stop OCR cloud service platform."

Based on the challenges, I clarified the goal of this project through workshops together with stakeholders. We used methods like SWOT Analysis and Search Areas to analyze internal advantages, external opportunities and urgency to define the project scope and priority plan.

The Core Business Values ​to Achieve in Phase One

DISCOVERY

Target Users & User Scenarios

Based on the core business values, I conducted user research to further understand the product target users and user scenarios. The main research methods including interviews with sales staff and customer service staff, shadow tracking the sales staff through the sales process, and observing clients using the current OCR software to finish their document processing work.

Three Types of Target Users

 

Insights

The two types of target users have little knowledge of OCR, NLP, and AI technology. Therefore, the product design should help them understand, complete configuration, and use the software platform through simple user flow and intuitive HCI.

The provision of demos can help sales staff complete pre-sales more efficiently, as well as reduce user learning costs.

THE DESIGN SOLUTION

1. To Integrating Technical Capabilities

Robot Metaphor

Previously, all technical capabilities were categorized based on how they are implemented technically. I regrouped them based on user scenarios to help sales, clients, and users understand. Based on this, I put forward the concept of robots to package each technical capability, making technical capabilities more productized.

Building Platform Architecture

The platform is divided into two main parts.

Textin Portal Platform: Addressing the brand value and core business, and linking channels and clients.

Textin Console: Purchasing, using, and managing technical capabilities (robots).

 

THE DESIGN SOLUTION

2. To Optimize Selling Process

Connect Brand Introducing and Demo Presenting

In order to help sales staff increase sales success, I optimized the touchpoints on the platform during the selling process. The redesigned user flow links brand introducing and demo presenting seamlessly.

Visualize the OCR process and simplify user interactions like editing and configuration.

I defined the principle to follow for interaction design: 

- Following the standard interaction designed for image manipulation and text editing.

- Using visual guidance to enhance the correspondence between the image and texts.

THE DESIGN SOLUTION

3. Establish A Unified Brand Image

Define Design Principles

To establish a unified brand image, I defined the design principles including keywords, colors, fonts, components, interactions, etc.

We used Zeplin to manage all design materials I to improve the efficiency of teamwork and ensure the scalability of the design.

© 2021 Mengzhen Xiao