Background
The client
Green Rush Consulting ® is a legal consultancy based in Oakland, CA. Since 2011, GRC offers comprehensive regulatory and business solutions to help entrepreneurs navigate through the complexities of the emerging legal cannabis industry.
"Turbotax for the cannabis industry"
Oddysee started as an attempt to automate the internal tasks of the consultancy. GRC had a simple idea of guiding business owners through the application process with a series of questions about their business.
The challenge
GRC came to Blackbelt in October 2018. By that time, they'd been developing Oddysee for about a year with an offshore team. They asked us to "add a little bit of UX" to the existing prototype and prepare for a soft launch nationally in January 2019.
Process
Product audit and discovery
Before jumping into the redesign, we took some time to get familiar with the system: watched training videos provided by developers; documented user flows existing in the prototype. We also talked to several GRC employees to understand the overall process. We quickly realized that the system was hard to use and confusing even for internal users.
Existing user flows as created before we started on the project
The agency dilemma
The initial scope of the project was barely broad enough for cosmetic changes to the system. By explaining the value of good UX to GRC stakeholders, we were able to expand the scope and set Oddysee up for success in the future.
Reframing
Identify and Design MVP of Oddysee to be launched in a single state among a small number of friendly customers.
Setting the product strategy
Through a series of stakeholder workshops, we identified different user groups for Oddysee and mapped out the functionality envisioned by the founder. Interviews with potential users and friendly consultants allowed us to understand the challenges business owners face and their goals.
Product roadmap: current and future functionality (some parts are redacted to preserve client's IP)
Focusing on Editor
Oddysee is an ambitious project, and there was a lot of planned functionality that was out of the scope. After conducting user interviews, we decided to focus our attention on the Editor – an essential part of the software, where users would spend the most time.
Simplified system map
Iterating on screens with feedback
Through a series of work sessions with the client, internal consultants, followed by usability testing of the prototype with potential users, we kept refining our design.
Editor progression – annotated wireframes
Accounting for future functionality
Even though a lot of planned features were out of the scope of our project, it was important for us to plan for future functionality.
Task flows for Business owner & GRC consultant
Wireframe of the editor with planned features
Delivering specifications for development
After testing the prototype with potential users and applying visual design system, we created a series of annotated mockups, interactive prototypes, and videos of prototypes. We used these assets to communicate interactions and flows to offshore developers.
Final screens
Outcomes
Investment
GreenRush Consulting received $3 Million in funding to continue to design, develop, and market Oddysee software.
State API
California state office reviewed the prototype of Oddysee and granted GRC permission to develop online submission of license applications.
Reduced risks and complexity
Oddysee will launch in a single state to start. It will allow GRC to avoid the complexities of multi-state legislation, while still learning from users.
