FULL DETAILS

While FLIP was a useful tool, user feedback and stakeholder interviews revealed several key pain points. The existing interface felt dated, navigation could be inconsistent, and users struggled to find content relevant to their specific needs. The overall goal was to address these issues by creating a more intuitive, personalized, and efficient experience for everyone.

MY ROLE
As the lead UI/UX designer and researcher, I drove the project from initial discovery to final implementation. My responsibilities were end-to-end, ensuring that every decision was rooted in user needs and aligned with business goals.

• User & Stakeholder Research: I planned and executed the research strategy involving conducting one-on-one interviews with current users to understand their daily workflows and pain points. I also created surveys sent to all active users to gather additional anonymous feedback as well as installed HotJar to gather page specific insights. All of this qualitative data formed personas and use cases that were the foundation of the redesign.

• Building a Design System: To address the platform’s inconsistencies and prepare for future scalability, I designed a new design system. This involved creating a component library, standardizing typography, defining color palettes (including a new Dark Mode), and establishing spacing and layout guidelines. This system became the single source of truth for the UI, ensuring a cohesive experience across the entire application.

• UI Design & Prototyping: Using the new design system, I created high-fidelity mockups and interactive prototypes. This included the complete redesign of the mobile app, the personalized user homepage, and the streamlined interface for card interaction. A major focus was on improving accessibility by ensuring all new components and color combinations met WCAG standards.
• Developer Handoff & Collaboration: I worked in a tight-knit loop with the engineering team. The handoff process was managed through a shared file, which allowed developers to inspect designs, review component specifications, and export assets directly. I created documentation for complex interactions and remained embedded with the team through the development cycle, conducting regular design QA to ensure the final product was a pixel-perfect and functional implementation of the vision.

SOLUTIONS
The final design of FLIP v5 directly addresses the goals and user needs identified during my research to create a personalized, fun to use, & engaging app.

• Homepage Built For You: The new homepage features a dedicated section designed to give users immediate access to their Favorites, Custom Decks, Certifications, and Competitions. A new Notification Feed syncs across devices, ensuring users never miss an update.
• Smarter, Faster Search: I designed the new search interface to highlight results in context and worked with engineering to improve speeds by 20-30%.
• Enhanced Deck Interaction: I redesigned the deck view for better ergonomics and accessibility. The Close Button was moved to the bottom-right for easier one-handed use, and I updated the “Tuck Card” icon to a more intuitive Plus Circle to improve affordance.
• Personalized Recommendations: The UI now surfaces content based on a user’s viewing history, peer activity, and completed courses, making discovery organic and relevant.