Year
2023
Client
Richard dos santos
Category
Marketing Tech
Product Duration
06 months
The editor and website weren’t pulling their weight—workflows felt heavy, UI lacked clarity, performance lagged, and advanced features hid in plain sight. The brand site underrepresented value, with usability gaps dampening conversion and engagement, and “Snak” creation stayed cumbersome.
Streamline workflows, sharpen intuitiveness, upgrade visual design and performance, expand discoverable functionality, and unify systems—while elevating brand perception, improving key paths, and simplifying Snak creation to boost adoption and retention.
Conduct rapid audits of editor workflows, performance, and UI; run usability tests to uncover friction; define a unified design system; and prototype improvements to streamline tasks and reveal advanced features. In parallel, refresh the website’s IA, key funnels (evaluation, signup, feature exploration), and messaging for brand clarity and conversion. Simplify “Snak” creation with guided flows and reusable patterns. Ship in phased releases with instrumentation for adoption, retention, and engagement.
Design Research & Ideation Flow:
Align: Define success metrics (time-to-task, adoption, conversion) and key workflows (editor + website).
Observe: Heuristic audit + performance profiling; 5–7 task-based usability tests; quick analytics read on drop-offs.
Map: Journey maps and friction heatmaps; prioritize by impact vs. effort.
Frame: Craft “How might we” statements (e.g., reveal advanced features, simplify Snak creation, unify patterns).
Ideate: Run a fast design studio; sketch 3–5 concepts per problem; select via scorecard (clarity, learnability, speed).
Prototype: Clickable flows at mid fidelity; test with target users; iterate twice.
Systemize: Codify patterns in a shared design system; align editor + web components.
Validate: A/B key paths; instrument adoption, retention, conversion; ship in phased slices.
Usability of cues and Snak creation for HCPs improved.
Conversion up from landing to Snak creation.
Strong editor engagement and retention.
20–25% faster dev post design system.
Higher recall for Snakker branding.
Clear, simple Snak creation steps.
Better usability metrics (higher task success, lower time‑on‑task).
Tools:
Figma, FigJam, Notion, Webflow
