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UI/UX MODERNIZATION

How it started…

 

Co-managed a UI/UX Modernization project for a leading ESG B2B SaaS Platform. This entailed rewriting the UI using a completely new technology stack, moving business logic from the old front-end code into a new backend infrastructure and redesigning the existing workflows to reduce churn, boost adoption, retention, and enable customers to discover product value.

Responsibilities

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  • Product Management

  • Roadmap Planning & Prioritization

  • User Research & Personas

  • Scenario & Problem Statement

  • Hypothesis & Value proposition

  • UX & User Journey Mapping

  • Mockup and Wireframes

  • MVP Design & Implementation

  • Analytics & Data

  • Data-Driven Decision-Making

  • Go-to-Market Strategy

Main Challenges

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  • Completely new business domain with no prior product knowledge.

  • Highly complex, sparsely documented, fully configurable, and robust system.

  • No access to subject matter experts.

  • No direct access to end users.

  • No access to data on customer-side configurations.

  • Challenges in tracking user behavior due to technical limitations.

  • Limited time and resources.

 

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My Role

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  • As a co-product manager, I took the lead in creating the initial product roadmap with a focus on accessibility standards, incorporating WCAG guidelines. To account for time and resource constraints, I advocated prioritizing functionalities that would deliver the most value to our customers.

  • I worked with key project stakeholders to unblock access to subject matter experts and customers. Together, we identified colleagues who could support the as-is analysis, including DBAs and engineers for code- and database-level discovery and reverse engineering of the system and business logic. Additionally, we compiled a list of contacts from our early adopter program to gather direct end-user feedback on key pain points and our product vision.

  • I collaborated with user research and UX design teams to collect feedback from end users on their pain points and evaluate a prototype that showcased the vision for the future product.

  • To address resource limitations, I participated in hiring five UX designers, supported their onboarding process, and led the creation of an early prototype.

  • After a brief discovery phase to understand system logic and client-side configuration options, I shifted my focus to understanding our customers and competitors.

  • I identified user personas and used customer journey maps in Lucidchart to outline user actions, touchpoints, emotions, pain points, and opportunities for improvement at each step of the customer journey.

  • I conducted a competitor analysis of our biggest competitors to understand their value propositions and gain insights into their strengths and weaknesses.

  • Based on my findings, I identified the most critical use cases and collaborated with fellow product managers, engineers, designers, and other business stakeholders to define improved end-to-end product experience patterns.

  • I played a key role in designing the new, modernized navigation with an improved information architecture and in redesigning user interfaces and workflows for a more intuitive and enjoyable product experience.

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