Business Deals Platform
Played a key role in scaling the platform from 100,000 to 3 million users by leading user-centered design initiatives. Conducted in-depth user research to identify pain points and opportunities, driving the creation of new features that enhanced engagement and usability.
The Business
This Business Deals Platform aimed to offer small business owners a springboard to boost their business. This Fortune 500 financial institution used its negotiating power with their partners and passed on the savings to users of the platform at no cost.
My Role
Design Lead
As Design Lead for this project, I interacted on a daily basis with stakeholders and collaborated with different roles like product managers, business analysts and developers. I created systems with which we were able to move faster and work more efficiently.
Development Ally
My working knowledge of HTML, CSS and JS allowed me to bridge the gap between business and development and become an ally for the development team. I often led UX QA sessions in which I worked closely with developers as they were building features to ensure usability.
Accessibility Advocate
On this project I was able to develop a process to prioritize and resolve accessibility issues in order to align them with Company standards and goals as well as enhancing the platform to serve customers needs better.
From the client
"I appreciate all the insight into design you've given me while working on the project!"
"Orlando was gracious with patience and did magnificent work understanding our need and vision."
Usability Tests
Through many user tests both moderated and unmoderated we were able to determine versions of features to launch. Our environment allowed us to move fast and test ideas using tools like Usertesting.com where I was able to place designs in front of real customers and get their feedback almost in real time. One of the features we were able to test rapidly was our users' perception of loading times on our website. This test yielded unexpected results that would not have been clear to us if we had made assumptions and allowed us to roll out the right loading experience for our users.
The Results
On this project, I was able to help the business achieve their goals of increasing the user base by implementing designs that accounted for the users needs and kept the business goals in view. I led a small team of designers and guided them on day to day tasks while harmonizing the collaboration between multiple development teams with business teams. I was able to witness the success of this platform as it grew to 3 million users due to the many rapid tests and updates we made to the user experience in order to better serve our customers and create a valuable asset for this Fortune 500 financial institution.
Results by the numbers
Active Users
Scaled platform user base significanty
Engagement
Increase in user engagement metrics
Usability Tests
Conducted to refine features
Other Work
Design System in Figma
This project involved influencing the client’s design culture and preparing the organization for the successful scaling of their design team. The work contributed to improvements in the product’s usability and accessibility, while also supporting the growth of the in-house designer through a mentorship dynamic.
Learn more
Debt Assessment Tool
Worked on designing new features that would increase efficiency at this startup by increasing engagement and leads. These newly designed features yielded incredible results for the client.
Learn more