SaaS platform redesign: driving engagement through scalable UX.
UI/UX Design
Product Design
Design System
Startup
|
USA
Deliverables
Desktop Web App
High-Fidelity Interactive Prototype
Design System (V1)
Team
Head of UI/UX (me)
Numerous Stakeholders
Team of Developers
Industry
AI
SaaS
Communications/Media
Objective
As Head of Design at Qwoted, I led the end-to-end redesign of the platform's core experience, transforming a fragmented product into a cohesive, user-centered ecosystem. I shipped the company's first design system (V1), enabling scalable, consistent UI/UX across the board. Collaborating closely with Product, Engineering, and Customer Success, I ensured every design decision aligned with business goals.
Challenge
When I joined, the platform had strong potential but suffered from inconsistent patterns, unclear flows, and usability challenges. My mission was to bring clarity, cohesion, and delight to the experience.
Solution
To address Qwoted’s usability and scalability challenges, I led a comprehensive redesign of the platform, focusing on creating a more intuitive, consistent, and user-centered experience.
Established a Scalable Design System: I developed Qwoted’s first design system, creating a unified visual language and component library. This improved design consistency, streamlined collaboration between design and engineering teams, and laid the foundation for scalable product growth.
Optimized Onboarding Flows: I designed role-specific onboarding experiences tailored to both journalists and sources. Through simplified workflows and contextual guidance, the onboarding process became more intuitive, resulting in higher profile completion rates and a reduction in support requests.
Simplified Source Request Form Experience: I restructured the complex source request forms into a cleaner, more guided process. Enhancements like “Save Draft” and “Review Before Publishing” provided clarity and control, improving form submission quality and reducing user frustration.
Reimagined the Dashboard: I transformed the dashboard into a dynamic, user-centric hub with real-time updates, personalized metrics, and actionable content. This redesign increased engagement and positioned the dashboard as a key touchpoint for daily interaction.
Redesigned User Profiles: User profiles were reimagined with a clear hierarchy and modern layout, enabling users to showcase their expertise in a more credible and visually engaging way. This update not only improved usability but also enhanced the shareability and professional appeal of user profiles.
Improving Onboarding by introducing user-curated paths
The current onboarding slightly touched on the different user personas, but ultimately directed all traffic to the same form, which led to many users registering with the wrong account, and that in turn resulted in account disablement, which then increased customer service tickets (to reactivate the account and adjust them to the appropriate profile).
The new onboarding accounts for each persona to have a different onboarding journey so they are guided to the correct profile set up.
Reshaping a form for higher-quality submissions
The Source Request forms were outdated and overly static, offering too many options that users rarely selected (like Products and Speakers). There was little customization, no use of AI for smart suggestions, and overall limited functionality. The experience also fell short of addressing common user requests for additional features.
Transforming a static Dashboard into an interactive feed for Media and PR users
The original Dashboard was static and outdated. Users didn't consider it helpful.
After some serious design work, many iterations and team meetings - the MVP of the Feed was born.
Design System
I created the first version of the design system. This was done simultaneously while revamping the other parts of the platform.
"Alyssa is a great resource! She jumped into our very complex system and started adding value right away. She's creative, thorough, and did great work for us. It helps that she also has a bit more of technical background than most. I would 10/10 recommend her if you're looking for a talented UI Designer"
Krista B.
COO
I'd love to see if we're a match made in design heaven ✨ (we are)
