Product Redesign: Email Platform

Elevating the user experience of a hosting, SaaS, internet services and cloud computing company.

Role

Product Designer

Industry

Technology, Hosting, E-mail

Duration

2 months (2022)

Step 1: Usability Audit and CSD Matrix

I started the project with a detailed usability audit, using heuristic evaluation, user interviews and performance analysis to identify friction points.

This stage revealed improvements needed in critical areas such as navigation, onboarding flows and understanding of features for new users.

One challenge identified was to simplify the flow of customers who purchased hosting plans and needed to understand how to integrate the email service, which was often perceived as complex.

Step 2: Design Strategy

I defined a redesign strategy centered on simplifying user flow, better data visualization and integration with components of the new Design System.

I organized a design roadmap, classifying improvements into short-term fixes and long-term strategic improvements.

In collaboration with other squads, we ensure the standardization of sitemaps and integration with the Design System, optimizing the visual components and avoiding redundancies or rework.

Stage 3: Prototype development

Wireframes: I redesigned key screens and critical flows, reducing cognitive load and improving the user journey.
High Fidelity Prototypes: I created detailed prototypes in Figma, focusing on interactivity and functionality.
Interface design: I updated the visual identity, prioritizing dynamic and intuitive elements to improve the experience and motivate different user profiles.

Step 1: Usability Audit and CSD Matrix

I started the project with a detailed usability audit, using heuristic evaluation, user interviews and performance analysis to identify friction points.

This stage revealed improvements needed in critical areas such as navigation, onboarding flows and understanding of features for new users.

One challenge identified was to simplify the flow of customers who purchased hosting plans and needed to understand how to integrate the email service, which was often perceived as complex.

Step 2: Design Strategy

I defined a redesign strategy centered on simplifying user flow, better data visualization and integration with components of the new Design System.

I organized a design roadmap, classifying improvements into short-term fixes and long-term strategic improvements.

In collaboration with other squads, we ensure the standardization of sitemaps and integration with the Design System, optimizing the visual components and avoiding redundancies or rework.

Stage 3: Prototype development

Wireframes: I redesigned key screens and critical flows, reducing cognitive load and improving the user journey.
High Fidelity Prototypes: I created detailed prototypes in Figma, focusing on interactivity and functionality.
Interface design: I updated the visual identity, prioritizing dynamic and intuitive elements to improve the experience and motivate different user profiles.

Step 4: User Testing and Refinement

I conducted usability tests with a diverse group of users, collecting feedback to identify unforeseen problems and validate the new design elements.

From there, I made iterative adjustments, refining the interface to maximize satisfaction and engagement.

Step 5: Implementation and Launch Support

I worked closely with the development and business teams to ensure a smooth transition from design to implementation, aligning business goals with the final product.

I provided ongoing support during development and followed up on user feedback after launch, adjusting strategies for future updates. This project highlighted the importance of interdisciplinary collaboration to solve complex flows and improve connected journeys.

Results

The redesign was widely praised by users, highlighting the improved usability and intuitive integration.

This project reinforced my understanding of user-centered design, impact on behavior and retention, with attention to different personas - new users and those who already used the legacy product.

Want to know more?

Get in touch to explore the prototype with real data and see my project step by step.

Skills used

Usability research and analysis
Design Strategy
Creating Wireframes and Prototypes in Figma
Interface Design (UI Design)
Usability testing and iterative refinement
Interdisciplinary collaboration
Integration with Design System
Development of sitemaps and complex flows

Results

The redesign was widely praised by users, highlighting the improved usability and intuitive integration.

This project reinforced my understanding of user-centered design, impact on behavior and retention, with attention to different personas - new users and those who already used the legacy product.

Want to know more?

Get in touch to explore the prototype with real data and see my project step by step.

Skills used

Usability research and analysis
Design Strategy
Creating Wireframes and Prototypes in Figma
Interface Design (UI Design)
Usability testing and iterative refinement
Interdisciplinary collaboration
Integration with Design System
Development of sitemaps and complex flows

Ana Neves

Ana Neves

Ana Neves