Projects in BalakongProjects in Balakong🔔 Contra's display options are a bit limited, so I've linked direct previews below to give you a full view of my ux research, branding, and web design work at The Grand: https://miracelso.webflow.io/works/the-grand
Research & Ideation: It all started with user research. To guide our design decisions, I dove deep into understanding the primary personas who used our legacy products. I analyzed user feedback and observed how people were interacting with these tools in real-world settings. Collaborating with the product team, I led the ideation and development of what would become The Grand Council.
We kicked things off with a brainstorming workshop that sparked some great ideas, and I carefully mapped out the user journey to make sure the experience was intuitive and seamless.
Marketing & Design: I also played a key role in the lead-up to our big product launch. Partnering closely with a marketing team, we rolled out a comprehensive social media campaign designed to drive potential users to our freshly updated website that I had spearheaded.
Our efforts paid off. We converted an impressive 30% of members within the first month of launch. It was a powerful reminder of how effective product design not only enhances usability but can also amplify marketing impact.
Beta Launch: To validate our approach, we ran extensive testing with two small user groups, and the feedback was incredibly encouraging. Those insights helped us refine the product and ultimately led to the successful launch of The Grand Council.
Design System: Before we started scoping out the Member Platform and Coach Platform, I strongly advocated for creating a design system. The goal was to standardize components and design patterns to create a cohesive and high-quality user experience. This evolution aimed to make the platform more adaptable, scalable, and user-friendly, ensuring it meets the needs of both current and future product developments. Paper Crumbs — Social Media Design
A promotional social media series for Paper Crumbs, a conceptual café brand built around warm coffee, buttery bakes, and everyday little messes.
I paired bold typography and appetizing food imagery with handwritten accents, playful copy, and a palette of chocolate brown, cream, and lavender. Small appearances from the brand’s ink-born mascot bring its illustrated personality into the posts.
The series covers product highlights, seasonal favourites, and weekly offers, balancing clear promotional messages with a consistent, recognizable brand identity. 
