Justin led a transformative redesign of a major video creation platform, making it more intuitive, efficient, and visually engaging. He drove the vision and strategy from user research to high-fidelity designs, focusing on seamless usability, visual impact, and scalability to enhance the overall user experience.
Information overload
Users struggled to find relevant videos and perform general tasks due to a cluttered interface and poor data structure.
Inefficient navigation
Key workflows were unnecessarily complex (due to technical debt and feature bloat), creating friction in the user journey.
Outdated design
The platform's look and feel needed modernization to align with modern design expectations.
To better understand user needs, we conducted interviews, surveys, and usability tests to identify pain points for roles spanning from creators and administrators. Platform analytics helped uncover common abandonment points and navigational issues. We developed user personas and mapped their workflows, enabling us to optimize the experience effectively based on their goals. An extensive competitive research initiative identified gaps in the market, and areas in which we could leapfrog the competition to better serve our ICP.
We established a design vision focused on simplicity, clarity, and usability, guided by core principles: Ease of use, scale, and quality.
We restructured the data architecture with logical categories and metadata tagging to improve content discovery. A new sitemap and user flow diagrams were developed to ensure seamless workflows across different users and roles.
We created low-fidelity wireframes for early explorations of information architecture, then built interactive prototypes for user testing and validation.
Post-validation, we developed pixel-perfect designs with a modern, updated aesthetic, working in lockstep with the engineering team for accurate implementation. The designs were built with the existing design system to ensure consistency and scalability.
Redesigned the homepage to showcase a personalized experience, based on user role.
Improved search functionality with dynamic filters and predictive search.
Restructured product and data architecture to enable users to focus on completing their tasks, rather than trying to navigate our platform.
Reorganized content into logical categories using domain-driven design principles, reducing the number of clicks needed to accomplish goals.
Rebuilt video filtering system to include more robust and relevant choices.
Designed video detail pages with contextual information, providing a centralized location for editing, publishing, and AI-powered features.
Justin’s user-centered approach transformed an outdated, complex platform into a visually compelling and highly scalable product. By emphasizing simplicity, clarity, and accessibility, he drove strategy, design, and cross-functional collaboration, delivering a successful launch and a lasting improvement to the user experience.
