I led the company’s UX and UI improvement efforts while also influencing product decisions at one of the pioneers in the social commerce space. Our vision was to transform word-of-mouth recommendations into a shoppable instagram feed.

When I joined, we had no clear messaging, the system was inconsistent and quite difficult to understand. Working as an integral part of a multidisciplinary team of ~20, we delivered new concepts and high fidelity, multi-platform UI designs and specifications to the 12-strong tech team.

We used rigorous qualitative and quantitative testing on both the messaging and the functionality. Created a complete design system that enabled us to completely rebrand both web and mobile platforms within 3 weeks in March, while established consistency between web, ios and android platforms while simultaneously improved functionality and prototyped new features.

The latest landing page had a conversion rate above 10.5% and by completely reengineering the existing post creation process from a 17-step to a simple, 5-step method, we have increased our user activity KPIs tenfold. Moving from a money payout system to a heavily gamified voucher based incentive system, we also turned our content from a “sellout” state to a trustworthy perception that helped us to gain more microinfluencers to use the platform, while the company also received 9M investment from Primorous Investment Group and the company’s valuation grew from £5M to £27M.

Agile, Mobile-first approach, Webapp, Mobile apps, Social Commerce, User testing, Focus groups, User flows, B2C, UI Design, UX Design, Product Design