Direct Mail Marketing Application

A full redesign with additional new features for a complex SaaS B2B marketing application.

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The Challenge

When joining the company, their only product was an extremely basic legacy system that lacked many of the features and visual polish that customers expect.

Functioning as a hybrid product manager/product designer, I created and implemented a formal process for gathering business requirements, including a standardized market feedback form to aid in feature prioritization, as well as re-designing the existing SaaS application, from information archetecture and user personas to a cohesive design system based on Google's material design.

With the core business team, I continued to design and prioritize new features, working as a "full stack" designer. Based on the size and scope of the project I would produce the following: sketches, wireframes, user flows, final design deliverables (most often as InVision prototypes with associated Zeplin screens) and working code.