How might we build a website that has the flexibility to adapt as the design system evolves?
Work smarter, not harder. We leaned in on Sketch's symbols capabilities. We built a system of CSS classes that matched the sketch symbols. The approach: less is more. All labels are H5. No more .form-label-1, .specific-table-header, .gotta-catch-em-all-if-we-make-a-change.
TLDR; Build a system where you can update all of the instances of a particular element at once.
How might we empower non-technical non-designers to be able to make website changes and landing pages?
We conducted a workshop with the marketers to gain more insight into their key objectives and uncover opportunities to improve their workflow.
In order to deliver on their OKRs they needed the ability to rapidly create and test custom landing pages.
We discovered patterns in the types of information these landing pages needed to display and created a library of drag and drop components that marketers could use to DIY their own landing pages.
How might we simplify complex financial information so users can understand our products better?
Due to timeline restrictions we had to forgo user interviews and find alternative ways to quickly glean qualitative data about your user needs.
Our Care Team is on the front lines with users, helping them through the struggles they encounter with our products everyday. They have a wealth of information and insight into why customers are confused. So we chatted with a few customer care experts about what they've observed over the years in calls.
I'm also big on utilizing quantitative data in my process, especially when on a tight deadline. So we also analyzed funnel data to find drop off points on key product pages, created heat maps of the FAQs, and did a keyword analysis of customer chatbot entries to find common question patterns.
Once we had the baseline for understanding what our users weren't understanding we were able to use that as the foundation for our UX writing decisions.