Client
BuddyCompany
Role
Service Provider
Team
Cross-functional: product owner,
stakeholders and developers
Product Designer and Content Manager in BuddyCompanny
Skills
UI/UX design | Figma | Webflow | WordPress | Content Creation
Go to website
As the Lead Designer at BuddyCompany, I was responsible for
overseeing the end-to-end design process for a variety of digital products. This role required not only a deep understanding of user-centered design principles but also the ability to lead and collaborate with cross-functional teams to ensure seamless execution. I took ownership of conducting in-depth market and user research to inform my design strategies, ensuring that our solutions were data-driven and aligned with both user needs and business goals. Design Challenge The Buddy Company website faced issues related to confusing navigation and fragmented information. The Workforce App, used by the company's employees, lacked intuitive workflows and had a dated interface. My task was to address these challenges using a user-centric design approach.
Design Process: Product Design Thinking
Empathize: Understanding User Needs To gain insights into user pain points, I conducted user interviews and usability testing. I spoke with both internal stakeholders and end users to understand their primary struggles with the website and the app. Key insights revealed: Website users found the navigation unintuitive and content scattered. App users faced difficulties completing tasks efficiently, especially while on the go.
Define: Identifying Key Problems
After gathering qualitative and quantitative data, I synthesized the insights into the following problem statements:
How might we improve the website's navigation to ensure users can easily find relevant information?
How might we redesign the Workforce App to support seamless task management, particularly for users in motion?
Ideate: Exploring Solutions
I hosted brainstorming sessions with the team to explore potential solutions. We focused on:
Simplifying the website’s navigation and consolidating content.
Creating larger, more accessible buttons on the app for users who need quick interaction while multitasking.
Prototype: Building and Testing Website: I designed interactive prototypes on Webflow, focusing on an intuitive menu structure and streamlined information hierarchy. App: I crafted wireframes and interactive prototypes in Figma, integrating features like quick task acceptance and clear visual hierarchy. Testing: I conducted A/B testing to evaluate the new layouts, gathering feedback on usability and efficiency. Implement: Final Design After iterating based on testing feedback, I implemented the final website redesign on Webflow. The new design improved user flow and reduced bounce rates by 30%. The updated Workforce App featured larger buttons and a more intuitive layout, reducing task completion time by 40%.
