Digital Product Redesign
Working with a cross-functional team, I led the design of a reimagined product experience that balanced user needs with business constraints. The project spanned discovery, design, testing, and implementation across multiple platforms.
the problem
Understanding what needed to change
Users were struggling with the existing workflow, leading to frustration and decreased productivity. The interface was cluttered, inconsistent, and failed to align with user mental models.
Through research and analysis, we identified three core issues: information architecture, visual hierarchy, and interaction patterns.
Early wireframes exploring different layout approaches
stakeholders
Working across teams
Product team, Engineering, Marketing, and Executive stakeholders all had a stake in the outcome. Getting alignment early — before any pixels were pushed — was the most important design decision I made.
approach
How we got there
We started with extensive user research, conducting interviews and contextual inquiries to understand current workflows and pain points.
Through iterative prototyping and testing, we refined the solution, validating decisions with real users at each stage before committing to build.
User testing session showing the prototype in action
business impact
- 40% reduction in task completion time across key workflows
- User satisfaction scores improved from 6.2 to 8.7 out of 10
- Support tickets related to interface confusion dropped by 65%
- Successfully rolled out to 12 markets with minimal localisation issues
reflections
What I'd do differently
The biggest lesson was how much time spent on alignment upstream saved us downstream. Every hour spent getting stakeholders on the same page at the start avoided days of rework later.