The Challenge
Create a product that helped people drive their career growth and ultimately holistic personal growth.
Summary
Worked as the Lead Designer which entailed involvement with a fair amount of the business: branding, logo, website, marketing, sales collateral, and primarily the product design and research. Helped take initial concepts to more concrete functionality and from low to high fidelity. Implemented the first version of the product with the team, designed the core functionality, user flows, and worked on the feature roadmap and priorities. Also worked on user research with, feedback, support/customer service, and analysis. Was helping to drive the primary foundation of the product at all touch-points. Designed the foundation of the design language and systems, including user experience and flows. Staged the rollout to incrementally enhance engagement in a useful way for users. Ultimately, the goal was to leverage AI in order to provide direct guidance through the app (initially this was done manually).
Results
Supported design for the release of the initial version of the app that was based on predefined features. After joining and auditing the current product, doing research, and roadmapping the product, we began building more effective functionality into the product. This shifted the usage to be user centric and increased interaction with the product. Our ultimate goal of creating an AI augmented product was in the works but not fully realized during the engagement.
Industries
Human Resources, Career Planning, Personal Growth, Success, Improvement, Training, Motivation
Human Resources, Career Planning, Personal Growth, Success, Improvement, Training, Motivation
Roles
Head of Design/Design Lead, Product and UX Design, Branding and Logo Design, Marketing, Visual Design
Head of Design/Design Lead, Product and UX Design, Branding and Logo Design, Marketing, Visual Design
Services
Product Design, Digital Product Design, User Experience (UX), User Interface (UI), User Research, Wireframing, Sketch, Branding, Logo Design, App Design, Mobile, UX Flows, iOS App Design, Android App Design, Marketing Design, B2B, Logotype, Brand Design, Icon Design, Behavioral Design, User Onboarding, UX Research
Product Design, Digital Product Design, User Experience (UX), User Interface (UI), User Research, Wireframing, Sketch, Branding, Logo Design, App Design, Mobile, UX Flows, iOS App Design, Android App Design, Marketing Design, B2B, Logotype, Brand Design, Icon Design, Behavioral Design, User Onboarding, UX Research
Learning & Understanding First
It was an exciting challenge and experience to come into the project with little knowledge about Data Science, ML, and AI. The immediate first steps were to get grounded in the current product, understand why decisions had been made that led to the features and functionalities that existed, and what the current identified challenges/problems were. In addition, learning about Data Science, interviewing and meeting with users, team members, developers, engineers, and the principal product manager, all built the foundational understanding needed to push forward, to start hypothesizing, and to build the roadmap.
Sketching, Wireframing, & Prototyping
I always begin with paper and pencil, jotting down notes, ideas, research, and begin sketching out screens, layouts, and information hierarchy.
User Onboarding Flow
High-fidelity and finalized screens for user on boarding, including error states and alternative paths (adding a photo). It was important we had a user’s information from the initial onboarding so we decided to use the signup flow upfront but save any unnecessary requests for later in the process.
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App Intro Flow & Actions
These are the higher fidelity mockups for the initial onboarding of the app after account creation. This is the immediate intro into the daily user engagement features.
Although not as robust as upcoming iterations, we began testing with the first version to ensure our roadmap and current functionality resonated with users.
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Activity Tab & Dashboard
Part of the daily user engagement features were being blocked into chunks to make it easier to implement future pushes. This included annotations and flows for the dev team, a lot of which was done via InVision prototypes, commenting, and shared styles.
We designed the dashboard to quickly see how your actions are stacking up on a daily basis and what actions you had taken towards your success.
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Feature Marketing Design
This is an example of imagery we used to highlight some of the current and roadmap features when marketing the product and for B2B sales.
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Initial Branding Design
I designed the logo, logotype, and overall branding for the company. This is the initial branding guidelines, which was being built out along with the design and branding system. I also was involved with defining the brand voice for the company.
Sample Persona & User Journey
A sample persona, not overly contained, and flexible enough to encompass the guiding user behaviors we had discovered were consistent in a majority of our potential users.
This simple user journey is something I would use to highlight key frustrations with our current iteration. We would use this to find pain points and opportunities to create a better experience.
Learning & Moving in the Right Direction
Part of what made this project so great to work on, aside from the incredible team, developers, product manager, and users, was the challenge of understanding and taking a complex and complicated work flow, and trying to make it more seamless for the data scientists. We were moving in the right direction, the roadmap had some excellent features down the pipeline that stemmed from extensive research, but we did not get to implement due to the acquisition (a bittersweet end result for all that were working on it).
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