Led UI/UX team on major feature design & FE development, sales funnel optimization, and new verticals.
The Challenge
Starting out as the sole designer at Continued, I had a lot on my plate. I had a new system to learn, customers behavior to research, and needed to help grow the team. Part of the role also involved designing sales funnels and optimization. Since no part of the product was truly designed, funnels were long and tedious. Every part of the product needed attention.
The product also did not feel like an application, it felt more like a standard website. The goal quickly became to revamp the entire logged in portion of the application, providing a more app-like experience, dubbed “Applification”.
Further down the line, we realized we needed to launch new verticals fast. An entirely new admin system would need to be designed to rapidly create and manage new verticals in a global, sustainable way.
The Approach
Working closely with the brand design team, the UI/UX team set about redesigning the application experience with special attention paid to mobile responsive. Our users were split 50/50 between web and mobile (and many use both), so both experiences needed to match up.
New user flows were created to cut down on time to completion. A new UI style guide was created, and a complete design system enabling the team to rapidly prototype new flows.
My team and I worked closely with our internal industry experts to design the new admin system for launching and managing new verticals. We went from taking close to a year to launch a new vertical to just a few months.
Role: Lead Designer
A fresh new design system was created to rapidly prototype for the Project Athena admin system.
Design Leadership
My time at Continued allowed me to grow into my role as a designer and a design leader. It is the place I learned about cross-team communication, team growth, and what it takes to give design a seat at the table.
Role: Lead Designer
New admin system for internal management of verticals and easy launching of new verticals.
The Impact
The team and I modernized the application, providing an app-like experience that delighted users. We also created a future-proof design system, allowing the team to rapidly prototype new features.
The new admin system design allowed internal stakeholders to manage all vertical data in one place and launch new verticals efficiently.
During my time at Continued, we also improved sales funnels, leading to a substantial increase in conversions of 8-20% across all verticals.
