case study

Project summary

By finding the pain-points of the users I helped this young start-up to optimize the website, product, and business model to be more aligned with user needs and expectations.


my role

UX Research

UX/UI Design

Design System

Product design

Scrum master

Project goals

As with any start-up, their main goal is to make continuous sales. The goal for this project was to find the current “reasons-why” their B2B target audiences aren’t using nor buying the product as much as expected.

With this knowledge, the next step would be to optimize the product and its branding so that the product will ultimately be able to “sell itself” online.

The approach

The project started out with an extensive user qualitative research. The main objective of this research was to find the pain points in the target audiences journey, as well as to get an understanding of how the current product is received by the target audience and where we might improve to better cater to their needs. I hired and directed a research company to help us locate and interview 10 company owners and HR managers. While the interviews were being held and analyzed, I also conducted CRO and Analytics review to discover UX bottlenecks on the website and in the system itself.

With the insights of the research and the reviews, I lead a workshop with the team to help them see the optimization opportunities and come up with possible solutions for them. By doing this with the team, I made sure everyone was involved and excited to work on the upcoming changes that they themselves proposed.

Product roadmap & Scrum
After the workshop, I took all the optimization opportunities (covering all business fields, from Marketing and UX to sales and their overall business model) and placed them in our new project management tool. This would from then on help the team to work in a more Agile way. Since the team wasn’t familiar with working Agile, I am responsible for implementing and managing this new way of working on a daily basis.

Measurement plan

The research phase also uncovered a couple of KPI’s that would be relevant for the business to track & analyze, but weren’t available or not easily accessible. To make sure is set for a growing database, I created a measurement plan, defining several KPI’s that will help make data-driven business decisions from now on. Knowing which KPI’s were pertinent to the business, we could now design and develop new elements within the system that would give us a chance to collect this data.

One of the insights of the research phase was that the current website and system felt outdated. It didn’t match up with the modern feel that the brand name has, it wasn’t feasible on mobile and it didn’t have a user-friendly online purchase system. We decided to do a redesign for the whole system, as well as making the brand of feel more “real”, by adding new pages to the website such as an about us page, a team-page, and a demo-page.

Task flows & Wireframes

Working in a 2-week sprint, I split up the workload of optimizing all the pages in the dashboard. Each sprint a certain task would be at hand. I would start by creating a task flow for that task and it’s corresponding pages, defining what users would need to do during the task at hand. The next step would be to create several quick drawn lo-fi wireframes to see how all functions would fit into the screen. Finally, I would work out the best (or best 2) wireframes in a high-fidelity prototype to discuss with the product owner or do a quick usability test with our target audience before the hand-off to development.

Design System
Together with the developers, I worked on creating a consistent design system so that each week, the design & development of the new pages would be quicker and more consistent. Ultimately, we have a set of atomic design molecules & elements that can be used over and over again.


Changing the website and the system has led to a 13% uplift of registrations, a higher product engagement as well as more filled in accounts after registration.

While changing the design has had an important impact on’s market position and registration-rate, other items on the roadmap are on-going processes (such as branding and product optimization) that each plays their own part in contributing to getting more paying customers.

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