I'm MJ, a product designer.

Challenges

Legacy system with outdated workflows causing high operational costs and support volume
87% of revenue from long-term customers (10+ years) showing resistance to change
Complex multi-level account structure (Master, Single, Multi-User) causing user confusion

Strategic Approach

I approached the redesign by balancing business goals with user needs

My Process

I conducted comprehensive research to identify and prioritize pain points:

14 stakeholder interviews (7 support team, 7 users)
Analysis of three years of customer data
Custom affinity mapping to quantify impact areas

Key Findings (Prioritized by Business Impact):

Dashboard & Navigation
Contact Information Changes
Domain Renewal & Billing
Login Management & 2FA

[Research_affinity_map]

[Competitive_audits]

[Research_experience_map]

Leadership Approach

Implemented DACI framework to clarify decision ownership
Accelerated delivery to 1 feature every 1-2 weeks
Used data visualization for stakeholder alignment
Weekly syncs with cross-functional teams
Mentored mid-level designer to independently deliver four flows

[Communication]

[Roadmap]

Key Solutions 01. Strategic Dashboard Redesign

Problem:

Critical billing/renewal alerts being missed → Business risk factor

Complex user needs: Managing both single domain and multi-domain users
68% payment/renewal issue resolution rate (32% unresolved)
Key customer complaints: Missing renewal notifications, auto-renewal errors

[Before]

Hypothesis:

Clear visual prioritization of critical tasks will improve efficiency and reduce support volume

Solution:

Data driven Design

Implemented data-driven task prioritization system
Developed a smart filtering system based on user behavior data
Designed a strategic color system
Blue (master) vs. Gray (single) for immediate account type recognition

[Iteration]

[Validation]

[Perference test: 80%]

Leadership Approach

Led rapid cross-functional collaboration under tight timeline
Balanced user needs with business urgency
Highlight urgent tasks Guide users’ attention by Gestalt Principles
Behaviour-based filtering and sortingReduced the cognitive load and decision making easily by Hick’s Law

Impact

35% decrease in invoice & billing tickets
80% preference for new design in testing
"Billing is straightforward with clear renewal reminders"

Key Solutions 02. Security Enhancement with 2FA

Problem

50% of users reported login management issues
Frequent password reset requests overwhelming support
All major competitors already offered 2FA

Action

I drove 2FA integration to enhance security and trust, overcoming stakeholder hesitation with competitor benchmarks and a fast timeline.

I pitched it to backend, kept the conversation flowing with ongoing chats and one key meeting.
Then teamed up with frontend to tie it into existing settings.
Launched in 1 week with design system

Solution

Strategically placed 2FA within the password section using tab-based interface
Applied contextual design theory to increase adoption rates
Leveraged users' mental models to create intuitive placement

Impact

Enhanced user trust and platform security
Reduced password-related support tickets
Met industry security standards in a streamlined process
Launched in one week using our design system

Key Solutions 03. Simplifying Multi-Step Workflows

Problem

85% of users reported navigation difficulties
5 of 7 support staff flagged contact management as #1 issue
28-70 daily support tickets for contact updates
10+ distinct contact use cases
Backend changes off-limits due to system dependencies

Action

Guiding Principles

Context Preservation: Maintain user awareness throughout workflows
Cognitive Load Management: Reduce mental effort for different user types
Mental Model Alignment: Respect different user expectations

Solution Exploration

I evaluated multiple approaches against our constraints:

New navigation structure (rejected: required backend changes)
Modal-based interface (rejected: insufficient for power users)
Wizard flow (rejected: too disruptive for frequent tasks)

Solution

Transformed a 10-step process into a single-step interaction through:

01. Mental Model Alignment

Role-based tabs

for cognitive clarity including neuro divergent users by Mental Model Alignment

02. Recognition over Recall

Inline editing

for reducing working memory load for ADHD users by Recognition over Recall Theory

03. Progressive Disclosure

Layered interface

for preventing information overload by Progressive Disclosure

04. Error Prevention

Enhanced visual feedback

for accessible to users including color vision deficiencies by Error Prevention

Impact

10.5 tickets → 5.6 tickets
Number of Contact related tickets per person daily
47% decrease in contact-related tickets in 1 month
Potential annual savings of $210,000
Successfully addressed dual user mental models without backend changes

Overall Business Impact

My leadership in aligning teams and leveraging data delivered a 47% ticket drop, zero churn, and a 4.8/5 rating. These results not only solved a design problem but also strengthened our competitive positioning.

47%