Data-Driven Web App Redesign

Graswald was facing a significant issue with user churn, which hindered its ability to grow and maintain a loyal customer base. My role was to identify the reasons for this churn, using data-driven insights to guide a product redesign. My designs directly addressed key pain points, improving user retention and setting the stage for Graswald's successful product evolution.

Graswald struggled with declining user retention, and it was unclear why users were leaving. Key challenges included:

Identifying Root Causes: Analyzing extensive feedback from over 700 survey responses and user interviews to determine areas of friction.

Improving Usability: Making the product easier to use for both long-time and new users without compromising its functionality. Delivering Results: Ensuring the redesign not only addressed user needs but also demonstrated measurable business impact.

Research and Data Synthesis - Reviewed 700+ survey responses and conducted interviews to understand user frustrations. - Pinpointed recurring issues, such as difficulty navigating features and unclear workflows.

User Personas and Journey Mapping - Created detailed user personas that highlighted varying needs and pain points. - Mapped customer journeys to identify where users encountered friction in their interactions with the product.

Design Execution - Designed wireframes and high-fidelity prototypes in Figma, prioritizing clarity and ease of navigation. - Simplified complex workflows and improved feature discoverability to make the product more intuitive.

Testing and Iteration - Conducted usability testing to gather direct feedback on the proposed changes. - Used A/B testing to compare old and new designs, refining based on performance metrics such as task success rates and time-on-task.

Collaboration with Stakeholders - Partnered with product managers and developers to align the design updates with the technical and business goals. - Presented findings to stakeholders, ensuring buy-in and clear communication on design decisions.

The redesign had a significant positive impact:

- Improved Retention: Enhanced usability led to fewer user drop-offs and increased customer loyalty. - Higher Engagement: Simplified workflows encouraged users to interact more frequently with the product. - Strategic Growth: The insights and changes strengthened Graswald’s overall positioning, supporting future product developments.