User Research: To understand what wasn’t working, I spoke with users and observed how they used the old site. Through interviews and heuristic evaluation, I discovered pain points and areas needing improvement, laying the groundwork for a more user-friendly platform in the next version.

Insight Generation: After collecting research responses, I grouped similar issues using affinity mapping. This helped uncover the biggest problems users faced. From there, I prioritized key features, which guided the design direction and set a clear plan for what to improve and focus on next.

Wireframing & Prototype Development: I worked closely with my team and engineers in redesigning the main screens and user flows based on research findings. The goal was to simplify the journey, reduce confusion, and create a more focused experience that helps users achieve their goals easily and quickly without feeling overwhelmed.

High-Fidelity Prototyping & UI Design: I built detailed designs that brought the new ideas to life. I chose bold colors, clear icons, and easy-to-read text that made the platform look modern, energetic, and appealing to users, while keeping everything functional and user-friendly.

Usability Testing & Refinement: I tested the new design with 12 of our primary users and carefully listened to their feedback. This helped me catch issues I hadn’t noticed and make important changes. Every tweak brought the design closer to what users really wanted, improving satisfaction and engagement.