UX RESEARCH / STRATEGY
Web Journey Centralization
COMPANY
Artefact
YEAR
2024
A strategic UX initiative to unify and streamline multiple digital journeys across a large organization. The project aimed to eliminate inconsistencies, reduce friction, and build a shared UX foundation by placing user needs at the heart of the redesign. Through audits, persona creation, iterative prototyping, and user testing, we redefined key flows and established scalable UX standards adopted across the business.
Timeline
This UX transformation was delivered in just two weeks, requiring a sharp focus on prioritization, collaboration, and fast iteration.
Background
The organization sought to centralize its fragmented web journeys in order to provide a more seamless, consistent, and user-centric experience across its digital platforms. The initial assessment revealed fragmented user paths, siloed business logic, and a lack of visual and ergonomic coherence across the platforms.
To meet the challenge efficiently within a tight timeframe, I adopted a lean and structured UX approach—starting from auditing the current experience to delivering tested, user-validated solutions.
Audit of Existing Journeys
I began by conducting a comprehensive UX and UI analysis of the existing digital interfaces. This included mapping out key user flows such as onboarding, subscription processes, and contact requests to identify areas of friction and inconsistency.
Persona Development
Based on research insights, I developed two representative personas: Nadia, a self-sufficient user, and Thomas, a first-time buyer. These personas helped guide ergonomic decisions and prioritize user scenarios based on their specific goals and behaviors.
Redesign of Target Journeys
With the personas in mind, I identified critical user moments where improvements would have the most impact. I then reorganized these flows to align more closely with real user needs, ensuring clarity, efficiency, and ease of navigation.
User Testing & Iterations
I created interactive prototypes and tested them with a panel of representative users. Their qualitative feedback provided valuable insights, which I used to iteratively refine the journeys until we reached a validated, user-approved version of the final flows.
With insights from research and testing, I translated user needs into concrete UX solutions—balancing consistency, simplicity, and scalability to support both users and internal teams.
Design System
Developed a shared system to harmonize components like buttons, forms, layouts, and interactions.
UX Charter
Created a clear set of ergonomic principles for the design team to follow.
Journey Redesigns
Focused on simplifying the user journey by:
– Removing unnecessary steps.
– Eliminating redundancies.
– Providing clear guidance and simplicity.
The impact of this fast-paced initiative was tangible, both for users and internal teams.
More Intuitive Experiences
The user journeys became more unified and intuitive, with an emphasis on real user expectations. Especially noticeable during the subscription process, where the flow became more straightforward.
Design System Adoption
The design system was successfully adopted across various business units.
Future-Proof Foundation
Laid down a robust UX foundation that supports continuous digital evolution.