UX Research, Product Design, SaaS Platform
OWL.I
UX Research, Product Design, SaaS Platform
OWL.I
UX Research, Product Design, SaaS Platform
OWL.I
UX Research, Product Design, SaaS Platform
OWL.I
ROLE
ROLE
ROLE
Product Designer
TEAM
TEAM
TEAM
Freelance - OWL.I
RESPONSIBILITIES
RESPONSIBILITIES
RESPONSIBILITIES
Competitive Research
User Research
User Testing
Platform Design & Prototyping
QA Testing
Explore Prototype
CHALLENGE
CHALLENGE
CHALLENGE
OWL.I is a customizable, AI-powered generator for social media content, including emails, videos, quotes, and more. As a start-up, it was crucial to deliver deadlines to create a polished and on-time 0-1 digital product by ensuring investors' and stakeholders' support. The main goal of this project was to guide users through a brand-new, comprehensive tool designed to elevate their marketing efforts with a user-friendly, modern platform.
OWL.I is a customizable, AI-powered generator for social media content, including emails, videos, quotes, and more. As a start-up, it was crucial to deliver deadlines to create a polished and on-time 0-1 digital product by ensuring investors' and stakeholders' support. The main goal of this project was to guide users through a brand-new, comprehensive tool designed to elevate their marketing efforts with a user-friendly, modern platform.
SOLUTION
SOLUTION
SOLUTION
Delivering a comprehensive interface design meant giving users everything they need at a glance. Not only in terms of navigation and interaction, but also in accessing AI-generated content. To help users understand the intended flow, I created tutorials and informational tooltips, all while keeping the design minimal and clean.
Delivering a comprehensive interface design meant giving users everything they need at a glance. Not only in terms of navigation and interaction, but also in accessing AI-generated content. To help users understand the intended flow, I created tutorials and informational tooltips, all while keeping the design minimal and clean.
IMPACT
IMPACT
IMPACT
User testing results improved significantly from conception to final delivery.
Received outstanding feedback from beta testers during tech retreats.
Secured continued support and funding from both existing and new stakeholders after platform demos.
User testing results improved significantly from conception to final delivery.
Received outstanding feedback from beta testers during tech retreats.
Secured continued support and funding from both existing and new stakeholders after platform demos.
01 RESEARCH
01 RESEARCH
01 RESEARCH
OWL.I operates in a highly competitive field, so understanding the different areas where the product would clash with other popular apps was crucial. To make the platform stand out, we needed more than outstanding software—the design had to be modern and cutting-edge, while also reflecting the company’s values to elevate both the brand and the product.
Paired with thorough user analysis, this research helped me understand the environment in which OWL.I needs to thrive, and ultimately guided me in creating a polished platform.
OWL.I operates in a highly competitive field, so understanding the different areas where the product would clash with other popular apps was crucial. To make the platform stand out, we needed more than outstanding software—the design had to be modern and cutting-edge, while also reflecting the company’s values to elevate both the brand and the product.
Paired with thorough user analysis, this research helped me understand the environment in which OWL.I needs to thrive, and ultimately guided me in creating a polished platform.
To ensure the platform met the needs of its potential users, I created a list of key pain points and desired outcomes based on my target audience analysis.
To ensure the platform met the needs of its potential users, I created a list of key pain points and desired outcomes based on my target audience analysis.
Time-consuming workflow
Time-consuming workflow
Content burnout
Inconsistent posting
Multiple platform juggling
Analytics overload
Elevated costs
Content burnout
Inconsistent posting
Multiple platform juggling
Analytics overload
Elevated costs
One-stop solution
One-stop solution
Cross-platform publishing
Engagement optimization
AI creativity boost
Customized, adaptive AI-based solution
Reach new audiences
Cross-platform publishing
Engagement optimization
AI creativity boost
Customized, adaptive AI-based solution
Reach new audiences
02 USER MAPPING & STRUCTURE
02 USER MAPPING & STRUCTURE
02 USER MAPPING & STRUCTURE
Once the needs and pain points were established and all references had been thoroughly researched, I moved on to creating the basic structure for the platform and outlining potential user flows before starting the design phase.
After careful consideration, I concluded that the main navigation needed to be as straightforward as possible. I envisioned a clean double navigation system, with primary elements placed in a sidebar and supported by icons to guide users, ensuring every aspect and functionality of the platform is within easy reach.
For user flows, I defined three main ones: creating an account, setting up the first project, and exploring that project’s details within the platform. Since these flows naturally follow one another, designing them became a streamlined and cohesive process.
Once the needs and pain points were established and all references had been thoroughly researched, I moved on to creating the basic structure for the platform and outlining potential user flows before starting the design phase.
After careful consideration, I concluded that the main navigation needed to be as straightforward as possible. I envisioned a clean double navigation system, with primary elements placed in a sidebar and supported by icons to guide users, ensuring every aspect and functionality of the platform is within easy reach.
For user flows, I defined three main ones: creating an account, setting up the first project, and exploring that project’s details within the platform. Since these flows naturally follow one another, designing them became a streamlined and cohesive process.
Miro diagram featuring the initial, polished proposal for general navigation and platform structure.
Miro diagram featuring the initial, polished proposal for general navigation and platform structure.
Create account flow is straight-forward and industry standard
Create account flow is straight-forward and industry standard
The first project flow serves as a quick introduction for the user
The first project flow serves as a quick introduction for the user
03 PLATFORM DESIGN
03 PLATFORM DESIGN
03 PLATFORM DESIGN
By mapping out every user flow before starting the design, the following steps became streamlined and easy to follow, for both me as a designer and for the client to clearly understand my thought process.
I combined the company’s guidance on screen requirements with insights from competitor research to create a compelling UI that is clean, modern, and puts every feature and piece of information within immediate reach. To achieve this, I applied design principles and iterated through different solutions to address my target audience’s pain points until I reached a satisfying outcome.
The final UI presents a polished, light look where every capability of the software is highlighted and easy to access. To explore the design in detail, you can check out the prototype here!
By mapping out every user flow before starting the design, the following steps became streamlined and easy to follow, for both me as a designer and for the client to clearly understand my thought process.
I combined the company’s guidance on screen requirements with insights from competitor research to create a compelling UI that is clean, modern, and puts every feature and piece of information within immediate reach. To achieve this, I applied design principles and iterated through different solutions to address my target audience’s pain points until I reached a satisfying outcome.
The final UI presents a polished, light look where every capability of the software is highlighted and easy to access. To explore the design in detail, you can check out the prototype here!
After thoroughly researching my main target audience and user personas, it became clear that the primary focus was on desktop. However, a smaller segment of the audience preferred mobile devices, so a significant part of the design effort was dedicated to creating a compelling responsive experience by designing every screen for mobile breakpoints.
After thoroughly researching my main target audience and user personas, it became clear that the primary focus was on desktop. However, a smaller segment of the audience preferred mobile devices, so a significant part of the design effort was dedicated to creating a compelling responsive experience by designing every screen for mobile breakpoints.
However, no design is truly complete without testing. Once the prototype was ready, I conducted additional qualitative research through unmoderated user interviews, asking participants to complete the three main user flows as well as a few minor tasks. The feedback highlighted some minor adjustments, which I addressed during this stage, but more importantly, users indicated that the amount of information required and its meaning wasn’t always clear. To address this, I designed a walkthrough for first-time users to reduce confusion and frustration.
However, no design is truly complete without testing. Once the prototype was ready, I conducted additional qualitative research through unmoderated user interviews, asking participants to complete the three main user flows as well as a few minor tasks. The feedback highlighted some minor adjustments, which I addressed during this stage, but more importantly, users indicated that the amount of information required and its meaning wasn’t always clear. To address this, I designed a walkthrough for first-time users to reduce confusion and frustration.
The walkthrough features informative modals that allow the users to divide each flow into easily digested steps
The walkthrough features informative modals that allow the users to divide each flow into easily digested steps
04 DESIGN SYSTEM
04 DESIGN SYSTEM
04 DESIGN SYSTEM
To ensure the project remained sustainable over time, even if a different designer took over, I created a design system that thoroughly documented every component (including interaction and animation notes) and verified that all colors and text complied with WCAG accessibility guidelines.
To ensure the project remained sustainable over time, even if a different designer took over, I created a design system that thoroughly documented every component (including interaction and animation notes) and verified that all colors and text complied with WCAG accessibility guidelines.
Snippet of some of the design system elements
Snippet of some of the design system elements
05 PROJECT SUCCESS AND CONCLUSIONS
05 PROJECT SUCCESS AND CONCLUSIONS
05 PROJECT SUCCESS AND CONCLUSIONS
Through close collaboration between the design and development team, the beta version of the project was successfully launched after a series of QA tests and final checks.
This project taught me the complexity of convoluted software design and the ability to condense numerous functionalities into a streamlined, accessible interface.
Insights speak: data gathered after launch shows that the beta launch was a success!
