STORY

When I joined the project in January 2022, the Customer Portal was a Frankenstein product — a patchwork of features developed by multiple external vendors, with a confusing and frustrating user experience. In June 2022, I initiated a full customer research phase, including in-depth interviews, online surveys, navigation preference testing, and analysis of Google Analytics data. Based on this insight, I reimagined the user flows and redesigned the portal features from the ground up. By 2023, I successfully convinced the business of the need for a full revamp to ensure accessibility compliance and significantly improve customer satisfaction.

UX Solution

To create a seamless experience, I led a complete UX redesign rooted in user research and analytics, integrating consistent UI patterns via the new design system.

Key improvements:

• User-focused navigation and ordering flows

• Scalable, reusable components

• Clearer pricing and promo logic

• Full WCAG accessibility compliance

• Iterative usability testing with real customers

The result: a faster, more intuitive, and user-aligned portal that significantly improved customer satisfaction and engagement.