Client Needs & Business Goals
I worked closely with the clients to clarify what they wanted to build, why, and what success looked like for them. Defining needs and goals early on ensured that every design decision — whether visual or functional — had purpose, aligned expectations, and avoided miscommunication. This clarity allowed me to design not just for aesthetics, but what would strategically support the client’s objectives and resonate with their audience. It was about building a shared mental model that would guide every creative and technical decision to follow.
Highlights
This early alignment allowed us to move faster in later stages while staying grounded in shared goals — saving time and reducing scope creep.
User & Market Research
To design with empathy and intention, I needed to understand where current tools were falling short. I combined competitive analysis, trend research, and audience pain point mapping to uncover user frustrations and market gaps.
Target Audiences
Pain Points
Complex journeys
Existing tools felt outdated or too hard to navigate.
Customization limits
Users wanted more control and flexibility.
Poor data insights
Existing platforms lacked performance visibility.
Lack of creativity
The experience felt rigid, generic, and uninspired.
Competitive & Visual Landscape
I uncovered areas of opportunity to strategically distinguish ourselves in the current market during the examination of direct and indirect competitors. I identified several user pain points that intersected with competitors’ shortcomings.
Highlights
- Simplified UI was in demand — but not at the cost of powerful features.
- Competitor onboarding and mobile experiences were weak.
- Clear gap between enterprise tools and those for freelancers or small teams.
Design, UX, and UI Trends
In parallel to understanding the strengths and weaknesses of our competition, I asked thoughtful questions along with examining graphic design and interaction trends to guide our creative direction. I compiled several of these discoveries into moodboards including, flat iconography, illustrative styles, playful motion and interactive states, friendly dashboard interfaces, and clean UI design systems. Presenting these findings to the clients ensured we left no stone unturned where lines of communication were kept open along with an environment of transparency and constructive feedback.
Information Architecture Foundations
The team and I worked closely to define the product’s underlying structure and plan the content strategy. To understand how users could create campaigns and meet other usability goals, we mapped high-level navigation layouts to support seamless user, content, and data input flows.
Highlights
This laid the foundation for future mapping of more complex flows, user campaign creation stages, and specific content requirements for each decision.