worked at: Ness Technologies Responsibilities: UX | UI
The Challenge
To create a system that helps users perform their work optimally and efficiently while adhering to municipal bylaws.
The Plan
Research
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Review the high-level specification document.
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Client meeting to understand goals and requirements.
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User interviews to identify challenges and insights.
UX Design
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Design workflows for different modules.
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Create detailed mockups.
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Gather client feedback and make iterative improvements.
Personas
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Define key personas.
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Identify unique pain points and needs for each persona.
Inspiration
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Research design patterns for displaying large data sets and structured text selection.
UI Design
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Design a unique logo.
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Select a color palette tailored to the project.
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Create customized icons.
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Develop a design system to establish guidelines and maintain consistency.
Development
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Handoff deliverables to the development team.
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Collaborate on alternative solutions for technical constraints.
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Conduct design QA to ensure visual fidelity and functionality.
Background
Supporting Business Licensing Processes
The system facilitates the submission of license applications and the issuance of licenses, ensuring compliance with legally defined timelines.
13,000 Business Files in Tel Aviv-Jaffa
Managing business files that require licensing, representing businesses across the city.
A Reliable Source of Information
The system serves as a central and trustworthy source of information for internal and external municipal bodies.
Extensive Use Across Departments:
The system is utilized daily by various departments within the Business Licensing Division.
Business process flowchart illustrating the central role of "Business File" in managing licenses, permits, and approvals
Business Product Goals
Streamlining Department Operations
Supporting the work of Tel Aviv's Business Licensing Division while ensuring compliance with legal requirements.
Automatic Scheduling
Coordinating inspections automatically in the inspector's calendar for businesses requiring licenses.
Process Automation
Proactive notifications prompt business owners to renew expiring licenses.
Comprehensive Documentation
Maintaining a centralized record of internal work and communications with business owners.
Managing Timelines
The system operates according to legally defined timelines, ensuring efficient and compliant monitoring.
Smart Integrations
Integration with internal and external systems to enhance workflows and improve operational efficiency.
Control and Reporting Processes
Generating reports, letters, licenses, and permits with digital signatures and document archiving.
Customized Workspaces
Designing workspaces tailored to specific role definitions.
Role-Based Permissions
Managing permissions according to roles, with options for view-only or edit access.
UX KPIs Goals
Improving Existing Processes
Redesigning current processes to enhance user experience and streamline tasks.
Data Hierarchy
Creating a clear structure for quick access to critical information for monitoring and decision-making.
Designing New Processes
Developing new workflows that are fully integrated into the digital system.
Information Accessibility Throughout the Process
Providing users with the tools to make informed decisions and improving control over workflows.
Personas
Defining two personas based on user interviews.
Mira Sabag, Customer Service
Born: June 10, 1994. Jerusalem, Israel
Age: 30
Spouse: Baruch Sabag
Children: None
Education: completed a professional certification program at a vocational training institute
Job: Works at Tel-Aviv Business Licensing Division, Call center.
BIO
Mira Sabag, 30, is a religious woman living in Jerusalem. She is married but has no children. Although she owns a smartphone, she avoids social media, maintaining a traditional lifestyle. She volunteers with Magen David Adom (MDA), reflecting her strong commitment to her faith and community.
Wants & Needs
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Efficient Workflow Management
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User-Friendly Interface
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Centralized Information Access
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Real-Time Updates
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Accurate Data Cross-Referencing
Frustrations
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"I use a lot of manual processes."
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"Sometimes the licensing operational system has its own AI."
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"A lot of the work happens off the licensing operational system, therefore there is no record."
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"The work is slow because the workflow has a lot of manual stages."
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"I have to wait a long time for an answer."
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"I am using all kinds of platforms to get the job done."
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"It takes a lot of time to focus on the relevant information."
Igor Sakonda, Senior Business Inspectore
Born: September 10, 1970. Tel-Aviv, Israel
Age: 54
Spouse: Ori Sakonda
Children: Guy Sakonda (24)
Yael Sakonda (18)
Ela Sakonda (16)
Education: A degree in Business Administration
Job: Works at Tel-Aviv Business Licensing Division.
Wants & Needs
• Accurate Data Access
• Simplified Reporting
• Mobile Accessibility
• Integrated Audit Management System
• Customizable Checklists
BIO
Igor Sakonda is a Senior Business Audit Coordinator with over 10 years of experience at the Tel Aviv Business Licensing Division. He lives in Tel Aviv, enjoying its vibrant city life. Outside of work, he enjoys family time and exploring local cuisine.
Frustrations
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"I spend too much time on manual data entry and paperwork."
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"The current workflow is slow and inefficient, causing delays in completing audits."
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"Using multiple platforms to gather and analyze data is inefficient and prone to errors."
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"I can't efficiently perform audits in the field due to lack of mobile-friendly tools."
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"Creating and generating reports manually is time-consuming and often prone to mistakes.”
Key Points from the Design Review
I analyzed the existing system from a professional perspective, identifying user pain points:
Cognitive Load
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The system contains a large amount of information without clear separation or focus on essential data.
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The abundance of visual elements makes it challenging for users to complete tasks quickly and efficiently.
Proper Information Hierarchy
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The lack of a clear hierarchy makes it difficult for users to determine where to focus first.
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Important and secondary elements appear together, causing confusion and lack of clarity.
User-Friendly Tables
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Tables are dense and difficult to read.
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There is insufficient emphasis on critical information, such as task status or deadlines.
Reducing Popups
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Excessive use of popups disrupts users' workflow and creates unnecessary interruptions.
The system contains a large amount of information without clear separation or focus on essential data
Inspiration
Using the ability to hide and reveal columns allows focusing on the main data points
Displaying a large amount of data in a user-friendly way by using colors and graphic elements to reduce cognitive load and enable quick mapping of data status.
Articles by Norman and Nielsen on table display: If the table is wider than the screen, create a fixed column to provide the user with orientation
Inline editing to maintain the user’s flow
Reading articles on best practices for table design and functionality
Displaying additional information using an expandable card beneath the main element
User Flows
Mira, an employee at the Service Center in Tel Aviv's Business Licensing Division, starts her day at her workstation.
Upon logging into the system, she begins processing the first submission awaiting her attention. This submission, number 11696, concerns a municipal property for which significant structural changes and an ownership transfer are proposed.
Describe your image
Describe your image
Describe your image
Describe your image
Afterward, Mira selects "Public Applications" from the main menu to begin her shift at the call center. During her shift, she documents an application from Nehama Shem Tov, a local business owner. Mira inputs Nehama's phone number, producing three relevant matches. She selects the correct result and records Nehama's complaint that the neighboring business to Lola's restaurant is using her space to seat their customers.
Describe your image
Describe your image
Describe your image
Igor, a Business Inspector in the Business Licensing Division, oversees Zone 01. His responsibilities include conducting field inspections of new and existing businesses to provide assessments for license approvals and additional permits.
During an inspection at "Lola" restaurant, Igor uses his tablet to access the visit page by selecting the appropriate slot in the calendar. He reviews the attached documents as required to complete the assessment.
DS, Logo & Icon Design
The logo i designed
The TLV Logo element designed by Baruch Naeh
Logo Design
The logo was carefully designed to incorporate a distinctive and recognizable element from the Tel Aviv Municipality logo, establishing a strong visual connection to the city's identity. This design evokes a sense of pride and belonging among employees, emphasizing their connection to their workplace. By blending a professional aesthetic with a welcoming tone, the logo aligns seamlessly with the project's objectives and reinforces its association with the municipality.
Color Palette
The colors are inspired by the original logo but adjusted to softer, more calming tones, ensuring a comfortable and pleasant atmosphere for daily work.
Softer, calmer tones
Typography Choice: Heebo
The Heebo font was selected for its modern and clean design, perfectly complementing the system's emphasis on cleanliness and airiness. It offers excellent readability on screens, reducing eye strain and maintaining a professional appearance. The font also prevents the text from overwhelming or darkening the interface, ensuring that the page remains visually balanced and user-friendly. This thoughtful typography choice enhances usability and aligns with the overall aesthetic of the system.
Font Family: Heebo, prevents the text from overwhelming or darkening the interface
Design System and Iconography
I used a design system as the foundation for the system’s design, adapting it where necessary to meet specific needs. This approach ensured consistency across all modules while allowing for tailored adjustments. Additionally, I designed unique icons specifically for the system, enhancing its distinct identity while complementing the design system’s library of generic icons.
I designed unique icons specifically for the system
Key Achievements in System Design
17
Moduls
23
Flows
100+
Screens
300+
Users