Redesign project: E-mail

Elevating the user experience of a renowned hosting company, SaaS, internet services and cloud computing company

Role

Product Designer

Role

Product Designer

Role

Product Designer

Industry

Hosting

Industry

Hosting

Industry

Hosting

Duration

2 months (2022)

Duration

2 months (2022)

Duration

2 months (2022)

Stage 1. Usability Audit and CSD matrix

Initiated the project with a comprehensive usability audit of the existing app, employing heuristic evaluation, user interviews, and performance analytics to identify friction points. This audit revealed significant areas for improvement, particularly in the app's navigation system, goal tracking features, and social engagement mechanisms.

We understood that we needed to make improvements to this customer's flow, as well as improvements to their onboarding. As some customers bought the hosting plan and received the email, the flow could often be complex for this user to understand, for example.

Stage 2. Design Strategy

Formulated a redesign strategy that prioritizes a simplified user flow, enhanced data visualization for goal tracking, and new features to foster community engagement among users. Developed a detailed design roadmap, categorizing changes into short-term fixes and long-term enhancements, to guide the redesign efforts effectively.

After all the products had organized the sitemap (each squad did its own), we began to align with the Design System team to roll out the screens and flows used for the new components of the new Design System, in order to avoid repeating flows, rework and also connections that could be re-evaluated in the future.

Stage 3. Prototype Development

Wireframing: Undertook the redesign of core app screens and user flows, addressing the audit's findings. Emphasized the creation of a more intuitive and goal-oriented user journey, reducing cognitive load and enhancing the overall user experience.
High-Fidelity Prototyping: Leveraged Figma to construct detailed prototypes that brought the new design to life. These prototypes featured a refined aesthetic that aligns with the motivational needs of fitness enthusiasts, showcasing the app's enhanced functionality and interactivity.
User Interface Design: Revamped the app's visual identity, incorporating vibrant colors and dynamic elements that motivate users to understand the new user flows.

Stage 1. Usability Audit and CSD matrix

Stage 2. Design Strategy

Stage 3. Prototype Development

Wireframing: Undertook the redesign of core app screens and user flows, addressing the audit's findings. Emphasized the creation of a more intuitive and goal-oriented user journey, reducing cognitive load and enhancing the overall user experience.
High-Fidelity Prototyping: Leveraged Figma to construct detailed prototypes that brought the new design to life. These prototypes featured a refined aesthetic that aligns with the motivational needs of fitness enthusiasts, showcasing the app's enhanced functionality and interactivity.
User Interface Design: Revamped the app's visual identity, incorporating vibrant colors and dynamic elements that motivate users to understand the new user flows.

Stage 4. User Feedback & Refinement

Facilitated user testing with a diverse group of app users, gathering insightful feedback on the redesign. This phase was crucial in identifying unforeseen usability issues and validating the effectiveness of the new design elements. Iterative refinements were made based on this feedback, fine-tuning the app's interface to maximize user satisfaction and engagement.

Stage 5. Implementation & Launch Support

Collaborated closely with the development and business team to ensure a smooth transition from design to implementation and achieve business goals. Provided ongoing support and guidance during the development phase, addressing any design-related challenges that arose.

It was challenging to improve these complex flows and interconnected journeys, but this project exemplifies the importance of interdisciplinary and company-wide collaboration.

Played a key role in the app's successful relaunch, monitoring user feedback and engagement post-launch to inform future updates.

Outcomes

The redesigned e-mail received overwhelmingly positive feedback from users, who praised its improved usability, engaging design, and motivational features. The project was a significant learning opportunity, enhancing my understanding of user-centric design principles and the impact of design on user behavior and app retention, mainly for users with different profiles and personas, those who were already using a legacy product and new users, who were purchasing the product for the first time.