Product Design

As the sole UX designer on a cross-functional team, I helped launch a new B2B web platform from the ground up. My role spanned discovery to delivery: conducting foundational research, defining product flows, prototyping, and refining the UI through testing. The result? A scalable, intuitive product that launched on time and exceeded usability goals.

Industries
FinTech | Logistics | Agriculture | Recruiting | B2B

Tools
Figma | Sketch | Zeplin | Abstract | Miro

The Challenge

We were tasked with designing a new customer relationship management (CRM) platform for recruiters to manage requisitions.

As a leader in tech recruiting, our client saw a need to upgrade from their outdated internal systems to a custom CRM experience. Recruiters and account managers needed the new platform to:

  • Streamline their workflows
    The new platform would consolidate the actions of five different tools into a single, multi-functional platform

  • Feel intuitive from day one
    Recruiters would need to switch to the new platform with minimal disruption to their day-to-day responsibilities

  • Reflect their brand’s personality
    Our client was proud of their fun, modern brand’s use of neon colors and wanted the new experience to reflect that same personality

My Approach

    • Interviewed potential users across target industries to identify core needs, frustrations, and current workarounds

    • Worked closely with product managers to define feature requirements, based on both research and business goals

    • Created journey maps and task flows for key actions like project creation, task assignment, and client handoff

    • Designed wireframes in Figma and validated them in quick-turn usability sessions with 6 participants across roles

    • Built a responsive Figma prototype to test navigation, page layout, and feature usability

    • Developed a lightweight design system to ensure consistency and scalability

    • Conducted usability testing every 2 weeks and iterated based on feedback

    • Partnered with developers to ensure smooth handoff and fidelity of implementation

The Impact

  • The platform launched on time, with all core features in place

  • Usability score improved by 63% between first and final usability test rounds

  • Early adopters rated the UI 4.6/5 for ease of use in post-launch feedback

  • The design system laid the foundation for future product growth and team onboarding