Empower Web-app users with advanced self-serve functionality

In our pursuit of Product-Led Growth, I transformed a cumbersome manual customer support process into a self-service assistant in the Provenance web application.

Role & Results: I managed and executed the end-to-end design process, including user research, wireframing, user testing, with some team input on UI design, user story mapping, and requirements setting by Product Manager, UI Designer, and Software engineer

Challenge

Provenance’s popular “Recyclable Packaging” Proof Point relied on a manual, Customer support‑led workflow where brands submitted detailed packaging information component by component, creating bottlenecks and limiting scalability.

Approach

Design and ship a self‑serve, product‑led flow that guides brands through evidencing packaging claims themselves, automating checks and structuring data so non‑technical users can complete submissions end to end in the web app.

Outcome

Usability tests with brand users and our customer success team showed that the new flow made evidencing recyclable‑packaging claims much clearer and smoother, while giving us an easy way to concierge submissions when needed.

Context and problem

Standardising complex packaging data for scalable sustainability claims

Reworking Provenance’s high‑demand “Recyclable Packaging” Proof Point from ad‑hoc PDF submissions into a structured, self‑serve flow that reduces CS overhead and makes claims reusable across brands and products.

Image source: www.provenance.org

Provenance is a B2B SaaS platform that helps brands prove sustainability claims like “Recyclable Packaging” at point of sale, often via partner retailers’ product pages.

The “Recyclable Packaging” Proof Point is in high demand, but recycling information was typically submitted as static, non‑standardised PDFs, meaning each brand (and often each product) described components differently, making claims slow and hard to review, reuse, or present at point of sale.

This approach didn’t scale with Provenance's Product‑Led Growth ambitions, because it created significant overhead for the CS team and made it difficult to compare or repurpose packaging data across products and markets.

The new self‑serve flow instead collects packaging details in a structured, standardised format, allowing Provenance to store the data consistently and present it with Proof Points in a uniform way across all brands and products.

Discovery

Research and confidence building

I started from existing documentation and internal knowledge, using assumption mapping to visualise what was known, what was risky, and how to validate it with the right stakeholders. 

Ideation and concept development

I facilitated ideation workshops focused on the highest‑impact problems, then turned promising directions into low‑fidelity flows and wireframes. 

Used these flows to propose a more standardised way to capture packaging data while keeping the steps understandable for non‑technical users.

Testing and delivery

I then Iterated on the wireframes through usability sessions, fleshing out the flow and UI copy based on user feedback, and worked with the UI designer to translate the validated flows into hi‑fi designs

In collaboration with the PM I refined copy and edge case handling, and reviewed with the engineers if and how the solution was buildable.

Outcomes and impact

Standardising complex packaging data for scalable sustainability claims

A guided self‑serve flow that makes evidencing recyclable packaging easier for brands, lighter for CS, and more powerful for the Provenance platform overall.

For Brands

The simplified, step‑by‑step evidencing flow could be completed directly by brand teams, without back‑and‑forth emails with customer success, manually assembling evidence documents, or chasing packaging suppliers for extra technical packaging details. 

For the customer success team

The self‑serve flow means customer success teams spent far less time guiding customers via email, no longer had to interpret non‑standard evidence documents, and could offer a smoother, more consistent experience instead.

For the platform

Packaging information was now no longer hidden in documents but stored as structured data that could be presented more flexibly at point of sale and reused across products and brands. At the same time, adding this self‑serve capability increased engagement in the Provenance app and proved out patterns that can be applied to other packaging‑related Proof Points. 

Solution Walkthrough

Project Details

This is a live feature of the Provenance Platform. My responsibility was to lead on the discovery (Alignment, Research, Ideation) and manage the design (Creation, Validation, Refinement) stages of this feature. Apart from me, there was a Product Manager involved, who guided on business requirements, and provided feedback to proposed solutions; a UI designer who translated my wireframes into hi-fi UI screens; and an engineer who advised on feasibility throughout the full process and built the feature once it was validated.

Page updated

Google Sites

Report abuse