Transition from Dev-Designed to User-Focused
Role: Lead UX/UI Designer and Researcher
Vizzlie is a SaaS that manages automatic posting to social channels, primarily by direct sales suppliers and smaller boutiques. It helped users take back their personal lives by allowing them to pre-make all of their social media posts on all of the major social channels.
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During my time there, I guided the site rebranding, introducing new elements to existing features while introducing the updated UI to new features. I also updated the existing site IA to make it more user-friendly
My Role
I was responsible for conducting user testing and general research, leading the overall visual design of the site as we introduced new features, championing gradual changes to the existing UI, bonding brand strategy and user needs with overall business goals,
What's Been Done
Year - 2017-2022
Role - Research, Design, Prototype,
See Live - Research, Design, Prototype,
The Problem
The original website was built with design as an afterthought; as a result, the website was clunky and confusing, which turned off new and current users, bringing revenue down. I needed to make smaller incremental changes to the existing IA while implementing a more modern design into the newer features.
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The small development team was the largest roadblock while trying to make improvements. Most of their time was spent bug-squashing so I needed to make data-driven decisions to ensure that our time was spent on the largest painpoints for users.
Research
Baseline Usability Testing
After onboarding, my first priority was to determine the actual pain points and create an action list based on immediate needs and implementation feasibility. I interviewed 14 users, from first-time users to experts who helped create tutorials and guide new users.
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I found that we needed to revisit the entire process with an initial focus on creating posts and template management. In the short term, we needed to update the UI and IA to modernize and ease the transition.
Research
I was lucky to be able to allocate time to research before bringing design changes to the Owner. He understood that while he had a thumb on the pulse of his most vocal users, it was hard to determine what changes actually needed to be made in the short term vs the "like to haves" that flooded his FaceBook feed. I had an extensive toolkit to pull from, but my primary path to success involved:
Baseline Usability Testing
When starting a new initiative, I would take the time to conduct a baseline usability test. Vizzlie had many features and it was imperative to understand how they were being used and how we can improve based on the dev resources I would have for the sprint.
Competitive Analysis
In order to determine the best path forward for the overall feel of the site and an actual cohesive and standardized IA I knew that I needed to check out the greatest competitors. Namely Cincheshare and Hootsuite.
TakeAway
After prioritizing user needs, I focused on
In order to determine the best path forward for the overall feel of the site and an actual cohesive and standardized IA I knew that I needed to check out the greatest competitors. Namely Cincheshare and Hootsuite.
Research
Competetive Analysis
After prioritizing user needs, I focused on
In order to determine the best path forward for the overall feel of the site and an actual cohesive and standardized IA I knew that I needed to check out the greatest competitors. Namely Cincheshare and Hootsuite.
Research
Competitive Analysis
After prioritizing user needs, I focused on
In order to determine the best path forward for the overall feel of the site and an actual cohesive and standardized IA I knew that I needed to check out the greatest competitors. Namely Cincheshare and Hootsuite.