My role was both strategic and hands-on. I coordinated UX/Design across the company, working closely with the Product Owner, Product Director, and Development teams, spread across offices in Denmark, the UK, and Ukraine.
I also conducted customer interviews in English and Spanish, collaborated with the CTO to align UX & Research activities with release cycles, introduced unmoderated usability tests and improved the platform UI (see below).
Proofing module improvements
Encodify is a modular platform for collaboration across entire marketing workflows. One of its core modules is the Online Proofing one, where teams can streamline approval processes for different materials, such as print, audio, and video.
This tool is used in a variety of industries, including large retail chains and global advertising agencies across Europe – like El Corte Inglés, Jysk, Jem & Fix, Netto, Flügger, Hogarth and more.
All images © Encodify A/S. All rights reserved.
UX improvements to a SaaS B2B web-app
My Role
Hands-on design lead & mentor
Outcome & Impact
Increased user satisfaction (qualitative reports)
Incremental innovation = incremental satisfaction
It is not always needed to undergo a complete software overhaul.
Particularly with such a specialized, technical digital tool used daily by around 60,000 people, it is important to be careful to introduce changes progressively, including key users in the process.
UI updates are strategically planned to address key user pain points, increase adoption of newly introduced features, and improve the overall experience.
How did this help the company?
How did this help the company?
The (UX) devil is in the details
Some of the usability issues solved were:
- Top bar: better visibility of tools, file names and status; new features such as lock proof
- Bottom bar: repositioning of page navigation, which was blocking the users' view
- Comments pane: better comments cards with improved contrast and visibility when selected, new functionalities displayed on hover, addition of sorting & filters, less intrusive 'collapse' icon, comments grouped by location and auto-scroll interactions
- General: streamlined icons with improved visual balance and space distribution
Data-driven design decisions
Besides analytics, interviews, and known feature requests, unmoderated user tests were done to clarify details about Proofing usage and to verify design alternatives.
“Power users” were prompted to participate in click tests to help improve the tool. When statistical significance was reached, heatmaps and task reports revealed the results.
Finally, complementary usability tests consolidated the design decisions, increasing the team’s confidence in the UI changes.
Feet on the ground, eyes in the skies
Strategically, the gradual updates to Proofing were intended to be an interim step towards a future iteration containing further usability and visual improvements.
This Design Vision was meant to inspire and guide upcoming changes, and it was visually translated into a concept of what the UI could look like in the near future.
Other accomplishments
Besides extensive work in the Proofing module, I also helped Encodify to:
- Establish a bespoke 'Lean Design' process to tackle known UX issues and feature requests across the platform as a whole
- Design and implement a new functionality to connect multiple modules and automate operations through a complex 'query builder' UI
- Create a Planning Module consisting of a comprehensive Activities Calendar, connected with other platform functionalities
All images © Encodify A/S. All rights reserved.