Blue Book Services
Head of UX Design
June 2023 - present dayHeading the design strategies to revamp a 123 year old company:
• Relaunched the flagship product with new user-interface required to increase the membership revenue per member by 30% with 98% retention.
• Restructured the product experience to consolidate membership tiers from 9 down to 3.
• Redesigned information architecture to reduce page count by 20% and launch 7 new features. Achieved 100% of target metrics within 10 months.
Ongoing:
• Managing UI upgrades, user-research and UX improvements for both short-term initiatives and long-term vision.
• Partnering with major US clients, advisory team and data-scientists to develop a new tool to index (normalize) and mitigate hidden risks across client’s suppliers.
• On-boarding external agencies for implementing and replacing current product with latest design architecture and engineering framework.
Details
Plateaued growth!
In an ambitious endeavor to revitalize the user experience (UX) and technological landscape, I am spearheading a comprehensive upgrade for a 120-year-old company. The existing UX, marred by years of outdated design and tech stack has hindered seamless integration of new business ideas and has blocked company growth.
Recognizing the imperative for a modern and user-friendly interface in a today's world and the need to preserve traditional values of the produce industry, I am embarking on a transformative journey to not only enhance the visual appeal but also streamline the overall user journey. This strategic initiative aims to breathe new life into the company's digital presence, ensuring a more intuitive, efficient, and aesthetically pleasing experience for both existing and prospective users.
The next chapter.
As Head of UX, I undertook a multifaceted approach to enhance the overall user experience and modernize the technological landscape. Key responsibilities included conducting a thorough assessment of the existing UX and the tech stack, identifying pain points of the customers, balancing between the need to change vs keeping it famillar, and formulating a strategic roadmap for improvement.
Before / After
Due to a lot of technological constraint, upgrading a 20 year old tech stack was challenging. Embarking on a completely new tech stack from scratch was the only option use mordern React or Vue UI frameworks. Although very tempting, I decided to continue with the existing tech stack due to resource constraint and time to market. This was challenging from the development point of view but the I was glad that the compromise was not sub-par.
Prototype
Check out the prototype I made using the vanila js and css with help of tailwind, bootstrap & postcss.
Reach out to me to know more about the transformational journey.
A seasoned design-technologist with over 15 years experience in building delightful products, leading design teams and promoting seamless collaboration between business, engineering, & design.