Challenge

The business decided to transition from a strictly sales-oriented model to a product-oriented approach focused on a sleek, user-friendly campaign-creation platform. This shift required extensive planning and user-informed research to ensure that the design and user flows were intuitive and accessible.

While the original platform catered primarily to developers and offered a range of campaign design options, these features often conflicted with the goal of creating a simplified, user-friendly platform. Additionally, this inconsistency led to a loss of standardized practices, as different teams within the organization utilized varying language, processes, and design approaches.

Solution

This was a huge project to take on before proceeding to the design process. Here are a few important steps for the project:

● User Interviews: I mapped user journeys and interviewed different categories of our core users to ensure that we gathered the right information and tailored our final design decisions to meet our users' needs.

● UX Audit & Information Architecture Audit: I examined the navigation, visual elements, calls to action, and search experience of the old version of the application. From this, I identified the pain points in user flows and audited all visual elements. This process helped in determining which components were lacking information and which could be retained.

● Creation of a design System: With the platform upgrading its core system, it was an excellent opportunity to propose a design system for use not only by developers but also by different teams within the organization. I consulted each department to introduce the concept and ensure they fully understood how it could standardize language, elements, branding, and processes.

● User-Friendly Components: Implementing a design system allowed both developers and non-developers to have a common language and a primary reference point. User interviews and component audits guided the creation of user-friendly components.