Textoo
Intro
Textoo is a subtitling company working to increase digital accessibility by subtitling video material.
I joined in 2020 as PM and UX/UI designer to re-imagine a previous failed attempt at digitizing their order flow. The project ran over six months and my work included research, leading workshops, user flows, service design, wireframes, prototypes and managing the development team up to launch.
I joined in 2020 as PM and UX/UI designer to re-imagine a previous failed attempt at digitizing their order flow. The project ran over six months and my work included research, leading workshops, user flows, service design, wireframes, prototypes and managing the development team up to launch.
Challenge
Ordering subtitles meant a stretch of manual administration on both sides. A customer sent material and specifications. Textoo staff then confirmed formats, languages, deadlines and pricing by hand before any subtitling work could start.
An earlier attempt to digitize this had failed, which set the bar for the second one. I rebuilt the flow from scratch, which meant working out which administrative steps carried a real decision and which only existed because a person had always done them.
The client also believed video recording and management were moving decisively to mobile phones, which meant designing the flow for a phone from the start.
An earlier attempt to digitize this had failed, which set the bar for the second one. I rebuilt the flow from scratch, which meant working out which administrative steps carried a real decision and which only existed because a person had always done them.
The client also believed video recording and management were moving decisively to mobile phones, which meant designing the flow for a phone from the start.
Design
Below are the main pages that make up the order process on the customer side.
I designed mobile-first. On a phone there is no room for a field that only exists because it always has, so every element on the page has to earn its place.
That constraint drove the automation as much as the layout. Each administrative step from the old flow was measured against one question: is this a decision the customer needs to make? If it was not, it came off their path and the system handled it instead. What is left is the set of choices a customer has to make, in an order that works on the device the client expected them to be holding.
I designed mobile-first. On a phone there is no room for a field that only exists because it always has, so every element on the page has to earn its place.
That constraint drove the automation as much as the layout. Each administrative step from the old flow was measured against one question: is this a decision the customer needs to make? If it was not, it came off their path and the system handled it instead. What is left is the set of choices a customer has to make, in an order that works on the device the client expected them to be holding.
Result
The rebuilt order flow works in both directions. Customers get a straightforward path from video material to placed order, and Textoo freed up the internal admin hours the old manual process consumed on every single order.
That two-sided return is what made a second attempt worth funding after the first one failed. Automating the steps that carried no decision made ordering faster for the customer and took work off the team at the same time.
That two-sided return is what made a second attempt worth funding after the first one failed. Automating the steps that carried no decision made ordering faster for the customer and took work off the team at the same time.
Creative Direction
Antonio Afonso
PM & UX/UI Design
Eric Jacobson
Frontend Development
Adin Ehnsiö
Backend Development
Remi Puig