No more tabs: redesigning the future of brand management
Build a Better Brand is an all-in-one SaaS platform designed to simplify brand creation and management for early-stage entrepreneurs. The current brand-building process can be chaotic, with scattered tools, high costs, and steep learning curves. Build a Better Brand transforms that chaos into clarity by streamlining every step through an intuitive, user-friendly design. It provides everything you need to create a powerful brand, all in one place.
Client
The Triumphant Group
Deliverables
Competitive Analysis, User Persona, Empathy Map, Journey Map, User Flows, Affinity Map, High Fidelity Prototype, Wireframes, Sketches, Summarized Usability Testing, Interview Summaries
Tools Used
Figma, Dovetail, and Notion
Role
Lead UX Researcher, Assistant Project Manager
Simplifying what matters
At first, we believed that collaboration was the main challenge users faced on brand-building platforms. However, user research revealed a more significant issue: fragmented tools that caused confusion, inefficiency, and even the loss of brand assets. As the lead UX researcher, I guided our team through this complexity, balancing user needs with business goals amid competing priorities. When stakeholder demands threatened to undermine simplicity, we regrouped. We synthesized feedback, streamlined navigation, and unified the experience just days before the deadline. Through close collaboration with the design and development teams, we brought our solution to life. The outcome? A 65% reduction in time-on-task, a usability score of 75, and a product that bridged the gap not only between platforms but also between users and the tools they rely on.
Lost in the gaps
When we first read the project brief, I assumed the biggest issue users were having was collaboration issues amongst a wide variety of brand-building platforms, but to my surprise, after extensive user research and interviews, we uncovered the real underlying issue: fragmented tools. Users were so lost when jumping from platform to platform that some even lost their brand assets in the process.
From chaos to clarity
The moment I stepped into the role of lead UX researcher, one challenge stood front and center: the disconnect. Our users were juggling fragmented tools, constantly switching between platforms, and losing valuable brand assets in the process. It wasn’t just inefficient—it was frustrating.
I knew we couldn’t offer just another tool. We had to create a unified platform that brought everything together, one that genuinely made their workflow smoother and more intuitive. So, my team and I set out to uncover the root of the problem and design a solution that truly bridged the gap.
Advocating for clarity
As we dug deeper into the problem space, a new challenge emerged—one we hadn’t anticipated. While users were asking for simplicity and clarity, stakeholders were pushing for feature-heavy additions that risked overwhelming the design. It became clear we’d need to walk a fine line: championing the user’s voice while still aligning with the business’s vision. Navigating that tension became a critical turning point in the project.
Racing against time
With only a week left in the project, the pressure was on. We could no longer afford to keep toggling between competing priorities. It was time to make decisive moves. The team gathered for an all-hands-on-deck session, synthesizing the feedback we’d gathered from both the client and users. Under the leadership of our head designer, we shifted gears fast, focusing on simplifying the experience and cutting through the complexity. We streamlined the navigation, centralized brand assets, and, crucially, eliminated the need for constant tool-switching. In just a matter of days, we crafted a unified solution that balanced the needs of the users and the business, one that we were confident would make a real impact.
Turning vision into reality
With the new design in place, we knew the real work was just beginning. Now it was about making sure the solution translated seamlessly into development. We conducted a usability test, refining every detail and ensuring that the final product stayed true to our vision. The clock was ticking, but our focus on communication and collaboration kept things running smoothly. We continued to test and iterate as development progressed, tweaking small details based on real-time feedback. It was a whirlwind, but we were confident that we had built something that would not only meet the user’s needs but exceed their expectations.
Where vision meets value
This experience taught us how to balance business goals with real user needs. Through regular feedback sessions and open conversations, we aligned our decisions with both visions. Strong communication kept the team grounded, collaborative, and focused. The result? A 65% reduction in time-on-task and a final Systems Usability Score of 75. But more than metrics, we walked away with something greater: a clear understanding of what it takes to create with empathy, adapt under pressure, and design not just for users, but with them.
No more tabs: redesigning the future of brand management
Build a Better Brand is an all-in-one SaaS platform designed to simplify brand creation and management for early-stage entrepreneurs. The current brand-building process can be chaotic, with scattered tools, high costs, and steep learning curves. Build a Better Brand transforms that chaos into clarity by streamlining every step through an intuitive, user-friendly design. It provides everything you need to create a powerful brand, all in one place.
Client
The Triumphant Group
Deliverables
Competitive Analysis, User Persona, Empathy Map, Journey Map, User Flows, Affinity Map, High Fidelity Prototype, Wireframes, Sketches, Summarized Usability Testing, Interview Summaries
Tools Used
Figma, Dovetail, and Notion
Role
Lead UX Researcher, Assistant Project Manager
Simplifying what matters
At first, we believed that collaboration was the main challenge users faced on brand-building platforms. However, user research revealed a more significant issue: fragmented tools that caused confusion, inefficiency, and even the loss of brand assets. As the lead UX researcher, I guided our team through this complexity, balancing user needs with business goals amid competing priorities. When stakeholder demands threatened to undermine simplicity, we regrouped. We synthesized feedback, streamlined navigation, and unified the experience just days before the deadline. Through close collaboration with the design and development teams, we brought our solution to life. The outcome? A 65% reduction in time-on-task, a usability score of 75, and a product that bridged the gap not only between platforms but also between users and the tools they rely on.
Lost in the gaps
When we first read the project brief, I assumed the biggest issue users were having was collaboration issues amongst a wide variety of brand-building platforms, but to my surprise, after extensive user research and interviews, we uncovered the real underlying issue: fragmented tools. Users were so lost when jumping from platform to platform that some even lost their brand assets in the process.
From chaos to clarity
The moment I stepped into the role of lead UX researcher, one challenge stood front and center: the disconnect. Our users were juggling fragmented tools, constantly switching between platforms, and losing valuable brand assets in the process. It wasn’t just inefficient—it was frustrating.
I knew we couldn’t offer just another tool. We had to create a unified platform that brought everything together, one that genuinely made their workflow smoother and more intuitive. So, my team and I set out to uncover the root of the problem and design a solution that truly bridged the gap.
Advocating for clarity
As we dug deeper into the problem space, a new challenge emerged—one we hadn’t anticipated. While users were asking for simplicity and clarity, stakeholders were pushing for feature-heavy additions that risked overwhelming the design. It became clear we’d need to walk a fine line: championing the user’s voice while still aligning with the business’s vision. Navigating that tension became a critical turning point in the project.
Racing against time
With only a week left in the project, the pressure was on. We could no longer afford to keep toggling between competing priorities. It was time to make decisive moves. The team gathered for an all-hands-on-deck session, synthesizing the feedback we’d gathered from both the client and users. Under the leadership of our head designer, we shifted gears fast, focusing on simplifying the experience and cutting through the complexity. We streamlined the navigation, centralized brand assets, and, crucially, eliminated the need for constant tool-switching. In just a matter of days, we crafted a unified solution that balanced the needs of the users and the business, one that we were confident would make a real impact.
Turning vision into reality
With the new design in place, we knew the real work was just beginning. Now it was about making sure the solution translated seamlessly into development. We conducted a usability test, refining every detail and ensuring that the final product stayed true to our vision. The clock was ticking, but our focus on communication and collaboration kept things running smoothly. We continued to test and iterate as development progressed, tweaking small details based on real-time feedback. It was a whirlwind, but we were confident that we had built something that would not only meet the user’s needs but exceed their expectations.
Where vision meets value
This experience taught us how to balance business goals with real user needs. Through regular feedback sessions and open conversations, we aligned our decisions with both visions. Strong communication kept the team grounded, collaborative, and focused. The result? A 65% reduction in time-on-task and a final Systems Usability Score of 75. But more than metrics, we walked away with something greater: a clear understanding of what it takes to create with empathy, adapt under pressure, and design not just for users, but with them.