Role: Director of Product Design
‍Team: Product Design Team
‍Timeline: Q1 2025

The purpose of developing these redesign concepts focused on modernizing the platform’s design system and navigation to elevate the platform's experience as a SaaS platform. For this project, I led the strategy, concept development, and decision-making process, aligning cross-functional teams when needed.

Discovery

To discover and identify priorities for a potential redesign for Interact, a SaaS-experience enterprise platform for advertising campaigns, we built redesign concepts informed by:

• Research on precedent design systems in the marketplace
• Research on competitor products
• Team ideation by designers
• Listening sessions across stakeholders
• Learnings from a concept beta implemented in 2024

Process

Overview of the process we completed in Q1

• Research & Analysis: Refreshed and consolidated competitor analyses, design system research and user feedback to identify opportunities
• Ideation & Workshops: Facilitated collaborative sessions to generate and refine conceptual styles and navigation approaches with key collaborators
• Concept Development: Created high-fidelity wireframes and prototypes to explore different conceptual styles and experiences
• Feedback & Iteration: Organized discussions, gathered insights, and refined concepts based on stakeholder input and user testing
• Decision & Alignment: Led a structured voting process to select a primary concept while allowing flexibility for a hybrid approach

Outcome

• Clear direction and feedback on redesign preferences
• Highlighted key priorities for improving the navigation across our platform
• Surfaced key priorities to focus on for design system refreshes and updates

Base Concept Example Template

In redesigns, I take a hands on role in designing by first building a base concept, or a template with the components, user flow and content for other designers to replicate and build upon for other concepts needed

Then I put together a task force of designers to refine and build out the final 3 concepts to share to collaborators

• Sara Birchard, Senior Product Designer
• Piotr Brzezinski, Product Designer
• Andrea Leal, Senior Product Designer

Working closely to provide feedback and share internally within the Product Design team, we put together high fidelity conceptual prototypes of each concept to be able to gather priorities across collaborating groups: Product, Engineering, Marketing, New Business, and others.

Concept #1 - Flow (Example)

Concept #2 - Rome

Concept #3 - Gridline

Co-Creation Process

Discussion & Feedback

We presented and gathered feedback on these concepts across groups that we collaborate with on the product experience to collectively identify key priorities and themes when thinking about the future of our design system and experience: