Pawmates is the leading platform for pet owners to network. Strong potential for conversions due to a highly engaged demographic.
The founder is looking to improve it's visual design ahead of initial rounds of investment.
Deliver a reinvigorated user experience under a unified UI that represents the brand experience. Optimize existing and new features using research & testing of holistic metrics
Approach Highlights
Pawmates is a 4-person team, Agile methodologies drove rapid development while using KMS to measure desired performance results.
My role - Design Lead, Product Manager
Product Management
User Behaviour Research
Visual Design
User Flow Prototyping
Google's HEART Framework
Jobs-To-Be-Done
User Persona
Product Roadmap
Design System
Tools 🛠️
Figma
MixPanel
Notion
Adobe Illustrator
Figjam
Agile
The foundation of our research focused on identifying UI inconsistencies and understanding how they disrupted user workflows."
A thorough visual audit of the platform pinpointed inconsistent UI elements, and affected user flows. Usability testing demonstrated a deviation from benchmarks by a slight percentile.
A parallel approach to using User Personas and Jobs-To-Be-Done helped map use cases & informed a qualitative 5 Whys analysis.
Using Jobs-To-Be-Done frameworks, I analyzed core users' emotional needs and technical requirements. From here I began to formulate "How Might We's" from the 5 Whys'.
Avg. 3x tests per user.
6
Competitor Analysis using full JBTD
18
AGILE stories created & 2 Epics
Before A/B Testing I defined Success Metrics using HEART by Google:
Primary : Engagement ⭐️ (MUST IMPROVE)
Secondary : Feature Adoption ⭐️ (SHOULDN'T DECREASE)
Guard : User Retention ⭐️ (MUST NOT DECREASE)
Develop
Taking an AGILE approach, a 3 Month Roadmap was devised with internal stakeholders. Each sprint we measured successful designs in A/B tests.
Non-guided testing of hi-fi prototypes in groupings of users & non-users.
Benchmark: JBTD results, Mixpanel User Actions
Deliverable
"His designs are impeccable and clean, along with the proper brand strategy to match. Brilliant job revitalizing and breathing new life to my platform, and even my overall brand!"
Colin Jarvis Gaum, Founder, Pawmates
⛷️
Acquired Skills & Knowledge
Creating a Design System, with fully operable Design Tokens and Semantics allows me to better operate with technical teams.
Implementing Agile operations at a small company in order to achieve grand results while maintaining efficiency.
🤩
Highlights
Connecting in a remote team connecting with the work culture.
Watching my designs achieve success in testing and the market.
🤔
What would I do different?
Identifying objective & subjective requirements of User Personas and Jobs-To-Be-Done was helpful. However, running in parallel didn't afford focus on either, performing a JBTD study before creating Personas would preserve an unbiased research roadmap.