Dayslice is a SaaS platform for service businesses to manage bookings, payments, and marketing.
In the span of 8 weeks, I led the redesign to help users discover the real value of the product faster, and guide them toward meaningful first actions that would improve activation and retention. I worked with multiple teams to align on visual direction, product strategy, and technical implementation. I designed new UI and branding components and redesigned our marketing website.
The new design led to a 30% increase in first-session engagement with key features like bookings, offerings, and marketing tools, and helped reduce confusion by surfacing the full breadth of the platform.
Through user calls and existing research, we learned that there were multiple factors for why this happened. When new users signed up for Dayslice, the first screen they saw gave off the wrong product perception. It looked like a public booking page, not a full business platform, so most assumed that was all the product did.
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The home page failed to clearly communicate our product’s value, a few features lacked discoverability, lacked differentiation from competitors, and didn’t address the needs of our users' diverse use cases.
Given our limited resources in time, budget, and interested users, we didn’t have a lot of opportunities for extensive user research. So I did the following to gather as much relevant information as I can into the problem space:
The more information I gathered about our users and competitors, the more I was able to identify opportunities and weaknesses along the customer journey of our product experience. We needed to surface the features that provide value to our users that other competitors don't offer, and we needed to define our users' values and how that translates to business impact. Upon finding new discoveries and insights from research, workshopping, and stakeholder reviews, I kept on refining the solution until it was validated with users during testing.
After gathering the research findings, I applied a myriad of specific UX methods to help me think of proper solutions for our defined user types and product use cases.
I created an updated customer journey map to identify friction points, drop-off triggers, and pinpoint key opportunities for improvements depending on the user's stage.
I explored various layouts to address the information hierarchy and usability needs. I needed to overcome design challenges and trade-offs of balancing between visual appeal, usability, and functionality.
After reviewing with the team, I designed and prepared 4 key mockups for testing with 5 active users to validate our assumptions.
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It was time to deliver the results to engineering and have the final discussion on the implementation. It took numerous iterations and reviews with the whole team, but we ensured that we were aligned on the visual direction, product positioning, and technical feasibility.
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This project required deep understanding of mental models, information hierarchy, balance of visual elements, and user needs and goals. It took time to figure out the best solution for our users with our limited resources, but it helped me understand more complex nuances of design in general.
We didn't have these metrics to figure out how we'd evaluate the success of this project. What I should've done was create clear KPIs to benchmark future projects.
I realize my use of colors and styling in fonts, buttons, and components felt too overbearing and I didn't have the principle of 'less is more' in mind.
Researching the problem space was largely based on existing user research and data, but it would've brought more clarity if I had the chance to discover deeper roots of the problem through intentional user interviews. This would've helped refine our product strategy as well.
