SuperApp "ISU"
B2C-like Productivity Platform for Top Executives. An internal product that competed for user attention just like a B2C startup, focusing on retention and engagement metrics rather than forced adoption
Context
Expectations 🔎
The business expected me to bring order to current user flows and raise the design bar for a product that had outgrown its startup roots
Responsibility 🎯
Full ownership of UX/UI for all web modules within the ecosystem. I had the final word on all design decisions and interface architecture
Communication 🤝
Synchronized decisions with 3 Product Owners and the ISU platform (shared backend). Regular syncs with the Principle Designer and Dev Lead
Actions
UX Strategy 🧩
Developed a B2C-Like redesign strategy for sub-products (Tasks, Notes, Goals, etc.) into a single seamless environment to boost key metrics
Hands-on Work ✍️
With no direct reports, I personally implemented the entire scope: from high-level information architecture to pixel-perfect mockups
New Ideas 💡
Designed concepts for new features, such as embedding bank OKRs (Goals) into the task tracker with vertical and horizontal cascading logic
Scrum Master 🔄
As a Scrum Master (14 people), I improved process transparency, provided Agile mentoring, pitched to the team, and handled facilitation
Discovery 🔬
Established regular research: gathering feedback, testing hypotheses, and building a foundation for user insights (JTBD map)
Impact
Time-to-Market 🚀
Migration to the ANT Design System accelerated UI development and ensured consistency, allowing the team to ship features 2x faster
Architecture 🏗
Designed a flexible structure for the "Projects" feature, shielding the product from logic breaks during "rush" urgent tasks
Cognitive Load 🧠
Simplified the interface by refining the UI, significantly reducing cognitive load for users across the entire application
Metrics
NPS: +6 p.p
CSI: +2.0
TTM: -40%
Pixel Perfect: 98% (KPI>90%)
MAU: +43%
Still have questions and want to chat? I invite you to discuss all cases in person!
