Creating a native app of a business communication tool for small business owners that features a centralized inbox
iOS and Android based mobile application
In-House Full Time Senior Product Designer
As the senior product designer, I led the end-to-end design process, from conception to production, while mentoring a junior designer assigned to the project. The process included conducting user research, usability testing, and prototyping.
• Owned and led the entire design process from conception to final production
• Managed the entire UX/UI design & research processes
• Created interactive flow prototypes, all iOS/Android design mockups,
design assets, and design guidelines
• Provided mentorship to a junior product designer, both professionally and
personally
• Successfully transformed a previously rushed responsive web design into
a mobile-specific experience, which resulted in:
• A 38% reduction in flow time to connect and initiate conversations
• A 33% retention rate on day 30
• A 83% increase in user satisfaction score
• A 370% increase in actual user count (30 days post-relaunch)
• A 25% increase in new user sign-up
Due to tight deadlines for both the web and native apps, the initial mobile launch adapted a scaled-down version of the web app, per the CPO’s decision. However, user feedback highlighted the need for a more tailored mobile experience, prompting a fully optimized native app redesign.
How might I identify users’ needs and pain points to transform the web-based mobile app into a more intuitive and mobile-optimized tool?
• The project began with an existing responsive web app, which had been
implemented in a hurry. After the decision by the Chief Product Officer (CPO) to relaunch the app with a more mobile-friendly experience, I began the
redesign process by analyzing the current mobile experience.
• I reviewed the entire screen flow, identified pain points, and researched
competitive mobile apps to better understand the issues.
• In collaboration with the product manager, I pinpointed concerns and refined
the vision for the design.
I began by reviewing the wireframes developed during the brainstorming phase with my team and conducted usability testing to validate the concepts. Following this, I refined the wireframes through detailed planning and explored potential solutions to the identified problems. These solutions were tested with users, and based on their feedback, I iterated upon the design multiple times to enhance its effectiveness.
a) Planning
I oversaw all cycles of user testing, including planning, execution, analysis, and implementation of improvements. In each sprint, usability testing and user interviews were essential in assessing the readiness of features for launch. I also used RICE scoring to prioritize test ideas, and A/B tested to reposition essential info, simplify content. I ensured that QA was completed before usability testing, so our users could engage with fully functional features during their sessions.
b) Execution
Moderating technique
• Concurrent think-aloud (CTA)
• Retrospective probing (RP)
UserTesting.com & Zoom (Multiple rounds with over 50 users)
Leveraged UserTesting.com and Zoom to gather feedback from over 50 small business owners, yielding critical insights for the redesign.
Metholodogy
Primary product metrics: Monthly Active Users
Top-line UX metrics: Ease of Use and Satisfaction Level
Usability testing : Tasks were based on core features to uncover bugs and gather direct behavioral insights and feedback from users. The data and results collected established a clear, measurable connection between UX improvements and business value.
User interview : To capture authentic user feedback on pain points, ideas for improvement, and overall impressions of the service, I conducted brief interviews with current users via Zoom. This approach allowed me to gain a broader perspective on their experiences and thoughts about the product -- beyond usability testing alone. The insights gathered from these sessions provided direction for a more user-centered redesign.
c) Analysis
Findings from User Testing
From behavioral data to ratings and user comments, insights from user testing were gathered and shared with the Product team to guide prioritization of action items for launch and for a high-quality user experience. Post-launch, I collaborated with cross-functional teams to monitor data logs and weekly user data from the Sales team to respond to emerging issues in real time.
d) Amendments
Usability testing proves its value when insights lead to action. I prioritized addressing observed issues, ensuring that critical and high-severity problems were resolved and re-tested before re-launch -- within tight timelines.
After multiple rounds of user testing, I identified areas that needed design improvements in order to facilitate a smooth transition from the web-based responsive design to a more user-centric mobile native app design. The following were key changes made for the redesign.
Bottom Navigation
Introduced a bottom navigation bar, which was missing in the initial launch, to improve mobile usability.
Mobile Modals (Bottom Sheet)
Configured the web app modals into mobile-optimized bottom sheet/drawer styles for a more fluid experience.
Dropdown to Bottom Sheet
Replaced web app dropdowns with mobile-friendly bottom sheets to streamline interactions.
Top Menu Bar Redesign
Redesigned the top menu bar for better intuitiveness and space efficiency.
Eliminated Unnecessary Vertical Scrolling
Reduced excess vertical scrolling on pages with input fields by categorizing information and making the design more navigable.
Swipe Actions
Introduced swipe gestures where applicable, improving ease of use and creating a more seamless mobile experience.
The relaunched version of the app featured a completely reimagined mobile experience with the enhancements mentioned above, offering an intuitive, smooth, and more efficient user journey.
The redesign was met with positive feedback from both users and stakeholders:
• 83% increase in user satisfaction score
• 370% growth in actual user count 30 days post-relaunch
• 100% of testers agreed the new design was a significant improvement
• 25% increase in new user sign-up
• User feedback highlighted an improved experience:
💬 “Everything was laid out very nicely on the app, so I was able to
easily navigate it and find what I needed to do very quickly.”
1. Benefits of Micro-interactions
Small interactive details can have a powerful impact on UX, creating smoother and more engaging experiences.
2. User-Centric Design Works
Simplifying content and focusing on what users care about most led to significant lifts in conversion and revenue. This experience showed me the power of designing around user needs and making information easy to digest.
3. Iterate, Test, Repeat
Small design tweaks, like moving components or simplifying animations, had a huge impact. This taught me the importance of continuous testing and refinement.
4. Data-Informed Decisions
Using RICE scoring to prioritize tests helped us focus on the highest-value opportunities. It reinforced how critical it is to align user insights with strategic goals.
5. Cross-Functional Collaboration Matters
Working closely with engineers, product managers, and our business team streamlined our testing process and made implementation smoother. It underscored the importance of teamwork and clear communication.
Are you interested in learning more?
Thank you for reading. If you are interested in discussing my work in further detail, please get in touch with me at ryanjshin824@gmail.com.
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