aviya
UX
Product
design

(portfolio of Aviya Serfaty)

contact
[email protected]
Linkedin

Linkedin

[email protected]

About me

          With a grounding in Physical Product Design and experience across industries and organizations, I combine business acumen with over a decade of specialized expertise in leading and shaping User Experience Design, Product Strategy, and Research.

My proactive approach, coupled with the ability to fluidly ‘zoom in and out’ – from design detail to business impact, enables me to craft forward-thinking product strategies that foster success and innovation.

Personal Projects

Things I
do on
my free
time

You can also have a look at my industrial/product design

For a wider perspective

Kind words from people I worked with

Eko

nadav karlinski

Senior Product Manager

Aviya is an outstanding UX Design Lead with a vibrant personality and deep expertise in her field. 

Her thorough approach to product research, including competitor analysis and trend evaluation, ensures that her concepts and products design strategies are finely tuned to our product’s needs. 

She possesses a visionary perspective, going beyond existing features to craft designs that resonate with stakeholders at all levels. Aviya’s exceptional communication skills enable her to articulate her designs effectively to various team members, from management to developers. Collaborating with her was not only enjoyable but also enlightening, as I gained valuable insights into product management and design collaboration. Aviya’s passion and dedication make her an invaluable asset to any team, and it was a pleasure to work alongside her at eko.

Elementor

Erez Eden

Head of Creative Studio

Aviya was a key member of our team at Elementor, known for her in-depth UX research, high-quality solutions, and advanced aesthetic sense.

She worked with exceptional independence, taking ownership of projects and delivering outstanding results.

I highly recommend her to any team seeking a talented and reliable UX lead.

Qbiq

Noam Diamantstein

Founder & VP Product

Aviya is a real professional. She worked on redesigning two of our systems at QbiqAi. Her magic touch creates superior user experience design and interface. Our customers’ feedback on the changes she has done can be summarized in one word: “Wow!”.

Firma

nivi teplitz

Head of Ux

Aviya is a very talented and passionate designer.
I worked closely with Aviya for almost a year as her manager in a UX Design team.
She is super creative, always pushing to come up with innovative interactions and features.
Aviya holds excellent social skills as well. She was essential to the team’s spirit, always caring for her teammates and new employees.
I would recommend Aviya as she is a great designer and team member.

WeareTV

Zvika guy

Director of Product

I had the pleasure of working closely with Aviya as her direct manager at We Are TV. 

As part of her role, she was in-charge of the User Experience on the Consumer and Client side.  

Aviya has the ability to easily dive into new products and bring multiple creative solutions. 

Aviya is a self-motivated employee with an energetic and a results-oriented attitude and she would always go beyond what is required of her. 

Her dedication and her ability to spread her enthusiastic spirit among different members of the team was most valuable to the team motivation and their personal identification with the product and tasks. I am sure she would be a valuable addition to any consumer oriented product company.

WeareTV

Tal cohen

Front End Team Lead

I have had the pleasure of working with Aviya, and seen that she understands the UI/UX world at a level most people don’t comprehend.
Her passion and natural eye for user behavior and understanding how to plan complex product brought the development team to work faster and better. 
I look forward to working with her again.

ExamPal

oren jackman

Founder & VP Product

Working with Aviya was a real pleasure and a memorable experience. Aviya has a rare combination of a broad business and functional perspective of the product in hand; attention to detail; a true understanding of client needs; and a creative mind. And there’s a bonus: Aviya ties great interpersonal connections.

a word from me

To me, working with great people is the ‘secret ingredient’ to success and fulfillment at work, turning the process of product design into an inspiring journey.

Job Opportunities and Consultancy

For a job opportunity, collaboration or consultancy request, feel free to connect

[email protected]

Linkedin

Linkedin

 

[email protected]

01

B2C Customer Service APP

UX Design

WHEN
2019/2020
ROLE
Senior UX Product Designer
WHERE
Global leader in CS solusions

Info

About

The company focuses on providing customer service solutions for businesses (B2B). This project was developed within the company's innovation department.

What

The app is the company's first B2C product, designed to facilitate connection and act as a realtor between users and customer service providers.

Why

The app MVP goal is to overcome the “time-consuming” feeling users has expressed when calling a call center.

What else

Extra Challenge: Engaging a Team of Developers New to Collaboration with Designers.

Before

Before I joined the team, the team’s initial goal centered around creating a technical prototype to demonstrate feasibility, with an emphasis on showcasing technical capabilities.

Upon joining, my first task was to redesign the app to address key issues before a large Alpha testing phase.

This is what I inherited to begin with.

Original screens before redesign

Research

Sub-challenge

Bridging the Gap through Research

Empowering Team Engagement to Prioritize UX Issues
Research process and methods
Competitors Analysis
Data - Initial Testing group
User testing
Interviews
Questionnaires
LDJ Workshop
Analysis & Classification
Follow-up User Testing
Alpha test

As my main mission was to improve user experience and address important product issues before the Alpha phase, I recognized the challenges of prioritization within our product. Understanding that our team was new to working with a designer, especially in UX design, I saw the importance of involving them in this process.

My goal was to actively engage the team and deepen their understanding of the significance of necessary UX enhancements.

To accomplish this, supported by the product team, I pursued a multifaceted approach with a strong emphasis on the research phase to gain their full collaboration.

The secondary objective of this research session was to actively engage the team and deepen their understanding of the importance of required user experience improvements.

User Testing & Interviews

In addition to prior research that has been done, due to a prioritization challenges of key issues in the product, I initiated an extensive user testing session with 17 participants.

The goal of this expanded user testing was to enhance the team’s understanding of the importance of the required user experience improvements.

Seamless Live Streaming for Team Engagement

With user comfort in mind, we maintained a minimal presence in the interview room. Nonetheless, we encouraged team involvement by allowing them to participate via live stream – an unusual but valuable step.

LDJ Workshop

After completing the user testing and interviews, I led a one-hour “Lightning Decision Jam” with the team. This rapid session aimed to promptly address pressing issues identified during interviews and testing, even before a full analysis. The goal was to rapidly align on urgent UX issues while insights were still fresh.

Research Analysis & Classification

We had many interesting conclusions from the user testing and interviews.

I analyzed and classified the information we received in the interviews and questionnaires to examine trends and extracting unique and relevant information on special usage, thoughts or behaviors that we did not anticipate

USer testing example
Before user testing, data indicated that our initial test group of 10 users did not use the search field effectively.

Why it’s important

The app is designed to ensure a seamless user experience by promptly guiding users to the appropriate department for quick assistance. To optimize performance, users are encouraged to specify both the provider they wish to contact and the reason for their call. Failure to do so may prolong their process.

*Note – At at this stage, I was limited to work with the existing screens

Original Screens

Identified issue

I’ve noticed that the copy is not communicating this ideal way to search the system:
who + why (and not or)

in addition the “issue” scroll was very long making it difficult to find the required issue.

Repeating Problem

During the USER TESTING

We’ve tested a few different solutions based on the current screen to better understand the issue some were done spontaneously on the spot after the first day of testing, and some in advance.

*Note - At at this stage, I was limited to work with the existing screens.

Repeating Problem

During the USER TESTING

The animated test did work on getting the users’ attention and they even read it outloud, BUT the outcome was the same.

User Testing Key Findings

While privacy emerged as a primary concern, it’s crucial to note that “Recording and transcribing” calls was the most appealing feature among all users, even those with lower adoption rates.

01
90%

Rare natural detailed requests

Only 1/17 users used a full sentence (provider+issue) naturally BUT made a very long sentence.

02
90%

Knowing, Not Doing

Despite users reading the instructions within the app out loud and comprehending the need for a complete request, they instinctively asked only for the provider’s name.

03
90%

Guided Users: Complex Queries

Other users, that were specifically guided by us to compose a full issue + provider sentence, created excessively complex sentences.

skip to next section

Main Insights

01

Calling a Provider & Search Experience

User testing showed that users often produced sentences that were either incomplete or too complicated, which made it difficult for the app to call a provider and reach the appropriate department. In addition, the long “issue” scroll complicated finding the required issue.

Why it’s important

The app aims for a smooth user experience, quickly directing users to the right department for a prompt assistance.

This is crucial for two main reasons:

  • Product limitations and development requirements: Swiftly acquiring this information allows backend calling and navigation processes to begin, keeping users engaged with the app.
  • Streamlined Interactions: Pre-collecting this data can simplify user interactions, supporting the primary goal of a fast and effortless experience.
02

Call recording & Transcript

Users failed to notice the recording message. During user testing, users were tasked with locating their call history. It was only upon completing this mission, unaware of its existence, that they discovered the app had been recording their calls.

Why it’s important

While privacy emerged as a primary concern, it’s crucial to note that “Recording and transcribing” calls was the most appealing feature among all users, even those with lower adoption rates.

03

Repeating Calls

Through user interviews and questionnaires, it became evident that users frequently encounter recurring issues and frustration due to unresolved problems or disconnections, leading to multiple calls for the same issue.

Users also consistently contact the same providers and departments over time, regardless of previous issues.

Why it’s important

While this issue highlights larger concerns that require broader solutions, the MVP’s primary focus was on refining the calling experience, making this insight essential for resolution and improvement of this feature.

04

Call Timing Preferences

From both interviews and questionnaires, all working individuals with typical “9-5” schedules mentioned that they perform their tasks during the daytime while at work, with many specifying the lunch break as the most common time.

Why it’s important

The wait for a customer service provider usually involves a significant amount of time. Understanding that users are calling during working hours is essential because they might initiate the call when they are free, but the customer service may take time to answer, potentially leading to users being in a meeting or unavailable at work when the call is finally answered. This factor should be taken into consideration.

05

Trust Issues & Anxiety

Primary Discovery: During user testing, we observed that despite the presence of a progress bar displaying estimated call duration, users remained fixated on the screen, even when engaged in conversation. Upon inquiry, several concerns emerged:
  • Trust: Users expressed uncertainty about the app’s reliability in initiating the call.
  • Inadequate Communication: The progress bar lacked clarity, providing only basic steps without conveying sufficient information.
  • Anxiety and Curiosity: Users felt anxious or curious about monitoring the call progress.
  • Uncertainty About Wait Status: Users, accustomed to hearing music while waiting, were unsure if they were still on hold.

Why it’s important

The app aims to seamlessly connect users with call centers, serving as the intermediary. However, when users remain fixated on the screen, this objective is not fully achieved. Additionally, it’s crucial to build trust in the app for users to feel calm and reassured about their call’s progress.

Suggested Solutions

Design challenge nr.1

Enhancing Call and Search Experience

Reminder & Approach

User testing revealed the urgent need for an improved and swifter search experience.

Acknowledging that users may not always interact with the ‘CS assistant’ system as intended, my approach focused on effectively guiding them while offering essential assistance. Recognizing that In spontaneous interactions, users may not articulate themselves optimally, I aimed to enhance navigation by anticipating needs and streamlining processes.

*Note – Presented here are low-fidelity designs based on the wireframes, integrating one of the proposed branding concepts for testing purposes.

I addressed this challenge through several strategies:

Home Screen - Recent Calls / Your Providers

  • The search field is positioned at the center while ensuring compatibility with both voice and text inputs.
  • While first-time users are presented with preferred providers.
  • Returning users benefit from access to their recent calls,
  • Additionally, search results are tailored based on provider relevance.

 

*Note – Low-fidelity designs based on the wireframes, integrating one of the proposed branding concepts for testing purposes.

User profile & Add Providers

Users can set up and update their profiles at any time, allowing them to customize their list of preferred providers for a more personalized and seamless experience.

This also helps the system anticipate their requests more effectively.

Smart Autocomplete

We implemented a smart autocomplete system capable of adapting to different sentence structures.

This included:

  • Utilizing the navigation tree (IVR)
  • Integrating popular inquiries
  • Implementing a history-based approach.

 

As for the Alpha phase, our focus was on leveraging the existing navigation tree as the foundation of our efforts.

Design challenge nr.2

Emphasize Call Recording & Transcription

Reminder

In testing, users missed the recording message.

Privacy is a primary concern, yet “Recording and transcribing” calls was highly favored by all users, even those with lower adoption rates. I approached this issue both in the initial chat and the providers screens.

Call recording & transcript - Chat

This feature encompasses several aspects:

  • Introduction: Displaying it prominently within the chat.
  • Privacy: Highlighting crucial privacy and legal aspects using simple language.
  • Flexible Options: Providing multiple choices to enhance usability:
    • Record all calls
    • Record all calls from a specific “provider”
    • Record only the current call

Call recording & transcript - Settings

Additionally, users can define their preference in their profile at any time.

Design challenge nr.3

Call Now or Later

Reminder

We found that users often make calls during work breaks, where they may not be available when the call is answered. To address this, we aimed to provide users with a greater sense of control and flexibility over their calls.

Call timing

Once the system is predicting the call timing, we communicate it to the user.

In this same message, taking in consideration that the timing of the returned call might not be comfortable, we offer the user the possibility to “call later”, scheduling the call for a more convenient time.

Additionally, when a call arrives, users can decline and reschedule it for later, with an indication appearing on the home page.

Design challenge nr.4

Trust and Anxiety

Reminder

Following the user testing, my goal is to create a more engaging wait experience and build trust step by step.

I offered a few solutions:

Trust Issues & Anxiety

  • Keeping it “familiar”: Users can connect their personal Spotify for enhanced hold music, which stops when the call arrives.

 

  • Call progress is visually represented and changes with each step, providing entertaining content for screen-fixed users. GIFs were chosen for the MVP due to their ease of development.

 

  • Additionally, we explored advanced entertainment options, including partnerships and implementations.

Results

Sub-challenge
Enhancing Team Engagement Through Research

The team’s commitment to the research was remarkable. Even the off-site development team took the initiative to observe live user testing and recorded sessions.

This not only enhanced their comprehension of the significance of implementing UX changes but also generated enthusiasm within the team for the project.
Features implementation

Assessing Improved Capabilities

Alpha Test Results

The Alpha test was conducted gradually with 50 employees.

It involved evaluating the new search abilities, though with some limitations:

  • Autocomplete was based IVR (phone tree)
  • Autocomplete based on users’ history
  • Tags based on phone tree (IVR)
  • Partial autocomplete based on popular issues, without AI integration

 

Initial data indicated an immediate enhancement.
However, given that these were internal users, we cannot guarantee they solely utilized the app for its intended purpose, despite our guidance.

Results from Follow-Up User Testing (5 Users)

After the initial user testing and throughout the alpha phase, the additional features were evaluated and proven effective.

More screens from this project

© 2024, Aviya Serfaty  |  Built by David Gershon