Sync — Subscription Management Redesign
SaaS · 2024
Lead Designer
10 Weeks
Web App (SaaS)
Overview
A legacy billing platform serving 18,000+ customers was losing users to poor UX. I led the redesign from discovery through to developer handoff—restructuring the information architecture, rebuilding the component system, and shipping a product that users actually wanted to use. The Business Problem Users couldn't understand account health at a glance, took too many steps to complete basic tasks, and flooded support with questions that good UX should have answered. The Design Goal Reduce task completion time by 30%+, cut support ticket volume, and build a scalable design system that could support the next three years of product growth.
Case Study 4
Before designing solutions, we needed to define the actual friction points. I mapped out the daily workflows of our three primary user segments: Operations Managers, Finance Leads, and Support Agents. Methodology: 14 Semi-structured user interviews 6 months of Mixpanel analytics audit Heuristic evaluation of the core dashboard Key Insights: Status Blindness: 73% of users couldn't identify an account's billing status without clicking away from the dashboard. Cancellation Drop-off: The existing 6-step cancellation flow caused 41% of users to abandon the task mid-way and reach out to support instead of completing it. The Search Deficit: The platform lacked global search. Finding a specific account required manual scrolling through paginated, flat lists.
02. Framing the Problem
I synthesized the research phase into a single guiding statement to align product and engineering before a single wireframe was sketched or shared. How might we help Operations Managers understand account health and take necessary actions in under 10 seconds—without leaving the primary dashboard?
03. Ideation & Prototyping
With the structure validated via guerrilla testing, I moved into execution. The visual system was rebuilt on a strict new token set—semantic colors for financial statuses, a rigid 8pt spacing grid, and a modernized type scale.
04. High-Fidelity Execution
With the structure validated via guerrilla testing, I moved into execution. The visual system was rebuilt on a strict new token set—semantic colors for financial statuses, a rigid 8pt spacing grid, and a modernized type scale.