Vaarun Ramesh Portfolio

Project Overview

The team set out to implement a new feature called Inbox within Zoho Social, a SaaS application for social media management. The Inbox would serve as a unified messaging and interaction hub, enabling users to view and manage conversations from multiple social media networks in a single, streamlined interface.

Core Objectives

Streamline responses to social media interactions
Categorize discussions efficiently
Improve social media moderation and team collaboration

Problem

Zoho Social already had multiple features like Monitor and Messages, and the challenge was to ensure Inbox stood out as a distinctive, valuable addition while integrating seamlessly with the existing design system and platform architecture.

Aim

Differentiate the Inbox while maintaining product consistency
Address gaps seen in competitor tools
Enhance user experience for social media managers handling high volumes of conversations

Research

Competitor Analysis

To inform the feature design, I conducted a competitor analysis of similar tools, focusing on Buffer and Agorapulse, both of which already offered Inbox functionality. I tested and reviewed how these platforms handled conversations, categorized discussions, and managed team interactions.

Key Findings

Competitors offered advanced filtering and conversation management features
Some platforms exhibited delays in response time
Limited team collaboration options presented an opportunity for differentiation
Users preferred tools that allowed for quick access and real-time updates

This analysis helped identify unique opportunities and differentiators for our Inbox implementation.

Ideation

Based on research insights, I initiated an ideation phase to address identified gaps and opportunities.

Process

Brainstormed feature ideas with the Product Manager using initial sketches
Mapped competitor strengths and weaknesses to visualize where we could improve
Prioritized ideas based on technical feasibility, user value, and alignment with product goals

Key Concepts

Conversation assignment and status tracking options
Real-time updates for incoming messages and comments
Internal team notes to enable seamless collaboration within conversation threads

UI Design

Sketches

I started with quick hand-drawn sketches to visualize possible layouts and interaction flows. Multiple ideas were explored, and the most practical and aligned concepts were selected for further development.

Low-Fidelity Wireframes

Using the sketches as a base, I created low-fidelity prototypes to define the structure, navigation flow, and key interactions. This stage helped validate layout decisions before adding UI details.

High-Fidelity Mockups

After iterating on feedback from the Product Manager, I developed high-fidelity mockups. These incorporated Zoho Social's design system while introducing new UI elements tailored to the Inbox feature.

The Focus

Ease of use
Accessibility
Consistency with the existing platform

Testing and Iteration

The high-fidelity designs were handed off to the development team and integrated into a beta version of Zoho Social.

Testing Process

Released as a single-version beta available to selected users
Included an option for users to switch between List View and Grid View layouts to accommodate different message management preferences
Collected qualitative feedback from beta users and internal stakeholders
Assessed ease of navigation, visibility of conversation details, and the usefulness of new features like conversation assignment and internal notes

Key Feedback

Users appreciated having a unified space for managing conversations across networks
The List View was preferred by users handling high message volumes, while the Grid View appealed to those prioritizing visual content management
Features like real-time updates and internal team notes were well received for improving day-to-day workflows

Outcome and Impact

The Inbox feature performed strongly during beta testing, receiving positive feedback for its seamless integration with Zoho Social's design system and its ability to simplify social media conversation management.

Beta users appreciated the option to switch between List and Grid views, with the List View proving especially effective for handling higher message volumes.
Features such as real-time updates, conversation assignment, and internal team notes were particularly well received, improving day-to-day workflows for marketing and support teams.

Although the full rollout was initially delayed due to other development priorities in 2019, the Inbox feature was eventually launched and is now a core component of Zoho Social's offering, actively used by customers to manage their multi-network interactions more efficiently.