Leading the design team, I collaborated with developers to architect three essential segments. My work streamlined the user experience, leading to a 45% increase in customer registrations.
Given the plethora of booking options available, users demand efficiency. Requiring users to register before booking proved to be a barrier to user conversions. The point of friction in the user flow and the usability needed to be refined.
I led the design team in developing three key segments, which, through effective design, boosted customer registrations by 45%. While overseeing the design of each new feature rollout, I noticed that the platform's lack of coherence disrupted the user experience flow.
I had the opportunity to join sabchalo when they were in the process of pilot launching their first phase in June’22: the social network. I volunteered to test all of the designs implemented and report any design issues.
Check out the app here↑
Senior UX/UI Designer,
Design Strategist
Interactive prototyping, UX
Research, Product design,
Usability Testing
3 Designers
4 Frontend Engineers
6 Backend Engineers
The Sabchalo platform is designed to create a unified experience for the user. Their aim is to create a product that fulfills all of the user’s needs on one platform. I had the opportunity to collaborate with the Sabchalo team as a UX designer. The entire experience involved a steep learning curve and adaptation to the agile working format. The team and I worked in tandem to bring sabchalo’s vision to reality.
My focus during my time collaborating with the Sabchalo team was to identify opportunities for growth and help the in-house development team implement these ideas. My journey can be summarized as a 3-phase process:
I had the opportunity to join sabchalo when they were in the process of pilot launching their first phase: the social network. I volunteered to test all of the designs implemented and report any design issues. A combination of the research and analysis of the issues allowed me identify the biggest pain points.
I had the opportunity to join sabchalo when they were in the process of pilot launching their first phase in June’22: the social network. I volunteered to test all of the designs implemented and report any design issues.
Check out the app here↑
Through the monitoring of our pilot users, we gathered information to inform designs for their second product. A combination of the research and analysis of the issues allowed me identify the biggest pain points.
Go to the sabchalo website↑
They’re 3 biggest pain points:
Now here are the design challenges:
I collaborated with the other designers to create the base for their Travel portal, navigating conflicting stakeholder perspectives. A key challenge was aligning PM’s ambitious vision with the engineers’ feasibility concerns, resulting in a balanced MVP roadmap and successful development.
I conducted an activity to map out the UX flow with the PM and the engineers, which paved the way to Align vision --> Align differences --> Drive consensus.
Once I had my hero story in place, I started piecing together the rest of the application architecture, accounting for all the supplementary user actions that would need to be facilitated. This included creating Low fidelity wireframes for the desktop. I used this process to flesh out the different flows for the prototype.
One of the challenges of working on this phase of the project was that we were operating under quick timelines - we had to move fast and move smart. In order to do that, ideation on the defined requirements for the responsive designs were done in high fidelity to fast track decisions. This approach worked well in this specific context because everyone was more or less aligned in terms of functionality. It also gave me the opportunity to think about the product experience visually, and not just conceptually.
To ensure smooth handoff to developers, each design was broken down into components, and each component was detailed in terms of states and behaviors. We maintained a growing atomic repository of all the unique elements that were used while creating each of the designs that were finalized.
During my time at sabchalo, one of my main focuses was to make the communication between teams more efficient, especially the design team & development team. For this, we started using Jira extensively and maintained a log of each Sprint’s backlog. This helped us to prioritize all work including necessary changes. To communicate the interactions/transitions/states that were required, clickable prototypes accompanied each unique feature and the developers were given a complete walkthrough before the sprint began.
After a year of hard work, we then launched the design. The success metrics for the team centered on ensuring the Sabchalo platform was used seamlessly and comfortably by the users.
Customer registrations increased to 45% and we received positive customer feedback.
My time in a managerial role taught me firsthand the importance of effective communication between different teams. It became clear that when teams are able to communicate openly and clearly, it significantly improves collaboration and overall productivity. Additionally, I learned the importance of designing processes and systems with development in mind. This means creating workflows that minimize unnecessary back-and-forth, streamlining the entire process from conception to execution. By prioritizing these aspects, we not only improve efficiency but also create an environment conducive to innovation and growth. Overall, my experience highlighted the crucial link between communication, design, and development in achieving organizational goals.
For sabchalo the next exciting phase is in the works: The Experience planner. In collaboration with the product manager, I created a product roadmap, fully equipped with details for the design requirements. This roadmap is to act as a base for all the developments in the team.
The roadmap outlines the following for the full scope of the product:
1. Overview
2. Target Users
3. Core User Stories
4. User Needs
5. Design Goals
6. Timelines
Based on team discussions of the Experience planner, I created the Primary UX flow that includes the scope of the MVP. Categorizing the user’s actions into 3 major flows : Information, Collaboration & Booking.
