Trueqc

From MVP to Market-Ready: Elevating TrueQC's User Experience for Internal Teams and Customers.

This case study focuses on redesigning the Trueqc web app to enhance user experience and boost conversion rates. As a Product Design lead, I sperheaded the project, collobrating cross-functionally to revamp the web app and the marketing site. The project aimed to improve user acquisition by simplifying navigation and overall site's design, potentially increasing conversion by 20-30%.

Role

Lead Product Designer

Deliverables

Strategy

Design System

UI Design

Front end

Strategy

Design System

UI Design

Team

2 Product Designers

2 Engineers

Date

2021 - 22 (4 months)

Project Summary

At TrueQC, I led the design of an end-to-end user experience overhaul aimed at improving lead qualification processes for clients. Collaborating with a cross-functional team, we redesigned key features such as campaign creation, lead mapping, and reporting, making the platform more intuitive and efficient.

Additionally, we developed mobile accessibility features to enhance the user experience across devices. This comprehensive redesign significantly improved user satisfaction and streamlined internal operations, making TrueQC a more efficient platform for both users and internal teams.

User Research

To understand user needs, I conducted a combination of user interviews, surveys, and data analysis. By speaking with key stakeholders and customers, we identified pain points in the lead qualification process, such as complex campaign setup and lack of real-time reporting. We also analyzed support tickets to pinpoint areas where users frequently encountered issues. This research guided our design decisions to create a more intuitive and efficient platform.

Challenges

Designing for both internal and customer-facing platforms required maintaining a consistent design language while addressing the unique needs of each. Scaling the

design system to accommodate new features, such as real-time reporting and campaign duplication, was challenging without adding unnecessary complexity. Additionally, ensuring mobile compatibility for these features required thoughtful adjustments to maintain a seamless user experience across different devices.

Designing for both internal and customer-facing platforms required maintaining a consistent design language while addressing the unique needs of each. Scaling the design system to accommodate new features, such as real-time reporting and campaign duplication, was challenging without adding unnecessary complexity. Additionally, ensuring mobile compatibility for these features required thoughtful adjustments to maintain a seamless user experience across different devices.

Design System

While brand guidelines typically address the what and why, we built a design system to go a step further by defining the where and how. With numerous components and variations required for both the internal and customer platforms, streamlining the design was essential to make development, updates, and future iterations smoother.

Outcome

Users provided positive feedback on the redesigned interface, noting that it felt intuitive and familiar. Additionally, we onboarded 8 new clients within two months, more than doubling the number from the MVP stage.

50%

Fewer queries for the Sales/Customer query team.

1X

The time it took for the user to create the campaign.

1.5X

Increase in delivering leads to the clients.