A month ago, we launched our major version 4.0 in Airfrov (check us out here). We are an e-commerce platform operating in Singapore and Indonesia with the mission of connecting people to the best things around the world. How? through our app, users can request for any products they want to purchase anywhere around the world, and they can have their items delivered to them via our travelers (local travelers). It is just like asking your friend to buy you the Mcdonald’s Japan my Melody fries holder (which trended on our platform with 500+ requests!), who is going on a vacation in Japan. Simple as that 😎
So going back to a month ago, we had this big release where we revamped most of our screens. Our team, designed more than 200 screens covering all platforms, iOS, Android, Web and Mobile Web. We managed to do all these screens in a span of a week (we were on a tight deadline), by working from 8am to 12am everyday until we finish everything. Doing it caused exhaustion and got me really burned out. I remember crying when I received a whole lot of suggestions and revisions from our CEO and we are like one day before the deadline. I was totally worn out. But thanks to our Product manager, who helped me to filter and prioritze things.
It was an achievement after the 200 screens! I never thought we could do something like that. I’ve never imagined we can create all the screens needed for all the platforms. And the best part, the product team (Designers + PM + Tech + QA) were able to release it almost on time (we need to release it before 11.11 — the shopping craze). And this is where my confession begins.
It was Oct 30, 4.0 was released to our users. I was anxious about how will it all go, will they like it? will it improve our GMV? will I lose the job? (this kept running through my mind while designing the screens 😂). The news came, feedback from one user continuously dropped like a bomb, one after the other — all is negative feedback. Our users who are travelers, find the new revamp really confusing, hard to use, and they prefer the old version. And each and every day, the same feedback goes on and on and on.
So how was I, after learning all of these feedbacks? Obviously, I wasn’t fine. I wanted to be eaten alive by the world. I was in Singapore together with the Singapore team when I learned how 4.0 hardly failed. I want to go and fly immediately to my hometown (Philippines). I want to escape. badly. And it didn’t stop there, after 15 days from release, our core activities in the app dropped more than 20%, which is very alarming.
So Riel how did your team solve it?
We were able to solve a few, but to be honest, the major solutions are still on the way, and they will keep on coming. If there’s one thing I learned in working in a product company it is this: No matter how many user pain points you need to solve, solving will take time. Thus, always prioritize.
After receiving 4.0 feedbacks, I was totally eager to solve each and every problem in one day. But I took a step back and I realized, I can’t have them solved in one go. Every sprint takes two weeks and doing all the major features that will solve user pain points can’t be done in two weeks time. That’s why I took it to heart, First things first.
So how did I fail forward?
I failed forward by admitting to myself that I made a mistake. I failed as a Lead User Experience designer. I failed in delivering magic moments to our users. Our assumptions were wrong.
As a human, it is an initial response to have your shields up when you hear something that you don’t want to hear. And I did the same thing. But I came to a point where I can’t keep this any longer. I have to go out and face the fact that I failed. Thus, I took my first step: Recognize the Pain
Recognize the Pain
After the hype of 4.0, I gave myself the time to think and acknowledge that I am hurt and this shit is painful. Instead of avoiding the pain, I opened my arms and welcomed it. I said “Hi! it’s been a while let’s talk”
The desire for more positive experience is itself a negative experience. And, paradoxically, the acceptance of one’s negative experience is itself a positive experience. — Mark Manson
I remember when I first came in Airfrov and had a conversation with our CEO. He told me this one simple lesson “Make mistakes. Don’t be afraid in failing, for when you fail you’ll be better and stronger”
All the design solutions we can come up with will not always be positive. And so, I have to prepare myself for more of these situations, where things will not work the way I wanted it to be. I realized that I can never make the perfect solution, but I can make a solution. Period.
And so, after recognizing the pain I’m in, I just didn’t stop from there. When I came back to the Philippines, I went out for a day and grabbed some coffee and took the second step: Reflect.
Reflect
I pondered and reflected my 4.0 experience. Just like our team retro, I asked myself these 3 questions:
- What went well?
- What went wrong?
- What actions should be taken?
What went well?
The good thing is that our app’s interface became more consistent, the legacy codes and designs are now replaced, and our post request activity has been reduced by half which means, our users were able to post a request 50% faster than the older version.
What went wrong?
4.0 feedback from travelers are negative and our core activities dropped. In summary, there’s a lot of fixes to be made from this version.
What actions should be taken?
- Do more Usability Testings
- Talk to more users
- Take some breaks and don’t wear yourself out
- And do more Usability Testings
At first, I want to blame the lack of time. We were only given 1–2 weeks to have the designs delivered. It’s hard to do UT and design the screens (200+ screens to be specific) at the same time. We’ve only got few resources. But at the end of the day, it’s not about who or what to blame. It is about being a team and solving this shit together.
By reflecting, I was able to turn my pain into joy. It was a joy for I can say I became better and stronger. And I learned that it is true:
Happiness is a problem
Happiness is a problem because it is by going through the hardships of something we really wanted, and winning over them will bring us to it.
I remember back then of how much I wanted to be a musician, where I am imagined myself conducting an orchestra. But then, I realized the journey of becoming one is not something I'm willing to endure. I don’t have the patience to bury my head into reading notes, understanding the theory of music, banging the piano, and making it a food on my table. Thus, if Happiness is a problem, then choose your struggles well.
To be happy we need something to solve. Happiness is therefore a form of action — Mark Manson
It is in UX design that I am willing to take the struggles and be beaten. And so, with the 4.0 experience, it brought joy to my heart that I was able to conquer and learn from it. I’m happy that I failed and I became better. Thus, by combining step 1 and step 2 will lead us to this formula:
Pain + Reflect = Progress
(wanna thank our PM for sharing with me a book snippet from Principles by Ray Dalio)
The challenges we face will test and strengthen us. If we’re not failing, we are not pushing ourselves to the limits, and if we’re not pushing ourselves to the limits, we will never reach our maximum potential. Which reminded me of this verse I always hold on to:
Not only that, but we rejoice in our sufferings, knowing that suffering produces endurance, and endurance produces character, and character produces hope… — Romans 5:3–5
By recognizing the pain and doing something about it through reflection, will lead us to Progress. And if we will continue to embrace the painful personal evolution, we will be able to ascend to much higher levels and reach the greater heights, heights which seemed to be complex and impossible at first, but once we’ve overcome it, will be possible.
And folks, this is how I failed forward.
Hope this helps and thank you for reading! If ever you came across our app please do share with me your feedback at riel@airfrov.com ❤
Other stories by me
Riel M is a Filipino UX Designer who is busy crafting digital experiences for humanity. You can check her work at www.behance.net/mhariellriel , ping her thru mhariellmosqueriola@gmail.com for any questions or read some of her articles 😀
