SUMMARY
After our acquisition, the product direction was unclear. We had two flagship products offering the exact same thing. The big question became, where do we go from here? The company decided to build an entirely new platform that would merge the best aspects of both, offering a more cohesive and innovative experience.
As a co-design lead, I helped guide the process of combining user-centered designs with a modern UI backed by user input to create a seamless, intuitive platform. This solution was crafted to address the specific needs of our diverse user base while optimizing workflow efficiency and positively impacting business OKRs.
If you're interested in learning more about this decision-making process, check out my Project Aurora case study :)
IMPACT
The impact of this new platform has been significant. We are currently on target to hit 100% migration by July 2025. We’ve evolved our business model and pricing strategy to cater to a wider customer base. AI-driven predictive algorithms have enhanced our ability to assess study feasibility, while a simplified creation flow reduces time to launch.
Additionally, net-new features empower users with more control and flexibility. At the same we've introduced more advanced and precise automation, which provides the necessary support to all levels of users for a smoother, more accurate and delightful experience.
DETAILS
Timeline: March 2023-Present
Role: Co-lead designer
Responsibilities: Research, UX, design, visual, QA testing, validation, development support
Tools:
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DESIGN PROCESS
Research and analysis
Approach
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Conducted research focused on platform migration and product enhancements to gather insights
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Analyzed existing platforms, current UX, business model, and pricing strategy
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Deep dive into competitive analysis and market research to understand the ResTech landscape
Outcome
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Gained a deeper understanding of direction and how design can best influence product strategy
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Defined personas
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Mapped user journey flows
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Identified areas of focus
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Established key guiding principles
