When I joined Fidel, I was assigned to the Offers team, a crucial part of the company responsible for the Loyalty Marketplace - the primary revenue generator for the company. Since the majority of our loyalty users accessed our platform through the dashboard rather than the API, our mission was clear: enhance the user experience to the maximum extent possible to attract more customers.
We implemented enhancements that simplified navigation, improved search capabilities, and optimized the overall usability of the dashboard. These improvements played an important role in attracting and retaining customers.

With the design team growing it became evident that there was a need for standardisation in our design process. 
Knowing the importance of design systems - and after realising that the existing projects had been created without one in place - we implemented a unified experience for our customers and a centralised design language for our product designers and developers - promoting consistency, speeding up workflow and improving user experience.

Divided by teams and working as the sole designer on this significant feature, and considering the limited availability of metrics to support our decision-making process, we turned to usability testing through Maze. This approach allowed us to validate some of our assumptions and gain valuable insights into the user experience. Conducting usability tests became an invaluable tool in our design process, helping us refine and optimise the feature for our users' needs. It provided us with actionable feedback and data-driven insights that guided our design decisions, ensuring that the final product would deliver an exceptional user experience.

2023