FULL DETAILS

The legacy FLIP admin platform was suffering from significant usability issues that hampered efficiency and usability. Content creation was a rigid, time-consuming process that offered little room for customization. User management was entirely manual, creating a bottleneck for administrators and preventing a scalable self-service model. The platform lacked modern features like automation and customization, forcing clients to use a one-size-fits-all solution that didn’t always meet their brand or workflow needs. This resulted in a frustrating user experience and limited the platform’s potential for growth.

MY ROLE
I led the project’s design and user experience strategy from end to end. My responsibilities included:

• UX Research: I conducted in-depth research with existing clients to identify key pain points and opportunities, as well as performing a competitive analysis against other SaaS platforms in the market.
• User Flows & Wireframing: I mapped out user journeys and stories while also creating interactive wireframes to establish a solid structural foundation and allow user testing before diving too deep into the design.

• Design System Creation: I created a comprehensive design system in Figma, based on ShadCN, to ensure consistency and speed-up future design and development. This included variants for interactions, advanced components, dark mode, and a plan for simple customer white-labeling.

• UI & Visual Design: I crafted a clean and accessible user interface based on the established design system and wireframes. There was a heavy emphasis on ease-of-use and way-finding so that first time users could explore and understand features without company intervention.
• Project Leadership & Collaboration: I led the entire design process, from initial concepts to a final developer handoff. I worked closely with the development team throughout the build phase to review progress, provide feedback, and ensure the final product was true to the design vision.

SOLUTIONS
To address the legacy system’s shortcomings and meet our goals, I introduced a suite of powerful, user-centric solutions.

• Intelligent Automation: I introduced a robust automation engine to handle repetitive tasks. The system can now send automatic emails and notifications based on user interactions. It will also dynamically add or hide content based on a user’s actions, allowing for the creation of personalized and adaptive learning paths.
• True SaaS Transformation & Self-Service: I restructured the platform into a true multi-tenant SaaS model, which included the crucial addition of a pricing page, a self-sign-up feature, and clear onboarding steps. This removed the burden of manual setup for the company and allows users to get started on their own, making the platform scalable and accessible.
• Effortless White-Labeling: I designed the effortless white-labeling feature, allowing customers to customize the application quickly and easily through a simple settings panel. This feature was envisioned with accessibility at its core, ensuring that all custom branding choices automatically maintain required color contrast ratios and readability standards.