I'm Alex, a UX designer who enjoys bringing people-centered brands, products & experiences to life.

Currently: Available for hire

Case Studies


About Me

With over a decade of experience as a designer, I’ve had the opportunity to work on a diverse range of projects with some amazing people, helping both startups and established companies build intuitive and accessible digital products. Throughout my career, I’ve focused on understanding user behavior, conducting in-depth research, and translating insights into innovative, user-centric experiences.My philosophy is grounded in the belief that good design can not only enhance the overall experience of users but also help address real-world issues and make a positive impact in people’s lives.

Outside of work you can likely find me outdoors, playing sports, hiking, or spending time with family. Staying active helps me maintain a fresh perspective, increase focus, and recharge the creative batteries. I also enjoy reading, learning new subjects, and playing the guitar—outlets that fuel my passion for problem-solving both in life and design.If you’re looking for a designer who’s driven by change, curiosity, and collaboration, feel free to connect and let's create something amazing together.

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Jeff Buettin

Co-founder & CEO at Notch


Alex is a really talented designer and a great guy to work with.What sold me on hiring him was how quickly he just got it. He knew exactly what we were trying to build and had incredibly creative ideas almost immediately on how to best go about it.He is a true professional and passionate about his work. No matter what the task presented, Alex never ceases to amaze.I hope to work with him again in the future and highly recommend him and his work.

Victor Murygin

Technical Director at Internet Brands


Alex is a skilled and talented web designer. He has worked on dozens of projects with me - big and small. He is able to follow directions if we have a clear concept idea AND is able to be more creative and come up with his own ideas when asked. He works great in a collaborative group setting, being able to help with collective brainstorming.Alex also possesses some front end knowledge which helps tremendously to bridge the gap between design and development.Overall he's a great person to work with.

Fallon Christian

Senior Product Manager at Amazon


Alex is an extremely talented designer!He has highly creative ideas and can be a real partner in translating business needs to graphics. I worked with Alex as a website manager, and he did most of the creative for the site I managed. We also worked together for several site redesigns across the group, during which he was a pleasure to work with and really contributed to the process with good perspective and suggestions.The first branding concepts and designs he came up with for my site were just great -- he nailed it, first try, and we went with it. I felt confident in giving Alex just a basic idea of what I wanted -- he always came back with something amazing looking. His designs are fresh and I've seen him do a wide variety of styles well -- whether optimizing or coming up with something totally new. He has a great eye, and just does beautiful work.I can highly recommend Alex for his talent and reliability.

Mindy Bye

President at Lil' Advents


Our company has hired Alex numerous times over the years. He first built and designed our e-commerce site back in 2010 and he did a phenomenal job. His attention to detail and his ability to resolve issues and finish the job at hand makes him a asset to our business.We couldn't ask for a better person to support our business.Over the years we continually run into issues as the internet world evolves and when we have a problem, we call Alex to the rescue. He never lets us down and I know he goes above and beyond for us as his work is very challenging and time consuming. He also hosts some of our websites and trust me this is the guy you want to have hosting your websites, he delivers great customer service and when you need him he is there for you.I highly recommend Alex to anyone in need of his type of services. He is a asset to our company and we are grateful to have him part of our team.

Alvin McBorrough

Consultant | Board Member | Advisor


Three words to describe Alex - Creative - Dependable - Professional. Alex is a great designer. We hired him to work on a project for us, and he executed with great precision and tact. By the end of our engagement the final product was spectacular and we loved it. I HIGHLY RECOMMEND Alex to anyone who is in need of a great designer that is Creative - Dependable - Professional.

PJ Hanna

Founder/CEO at Graemouse Technologies


Great web designer. He made my website from scratch and provided great insight too. When I ask him to make changes or update a few things he is speedy and precise.I recommend him to any business looking for a website designed.


"Design is not just what it looks like and feels like.
Design is how it works."
─Steve Jobs


TennisPal

Case Study


Company

TennisPal

Year / Duration

2024 / 6 months

Role

UX Designer (Contract)

Software

Figma, Miro, Jitter

Table of Contents
Overview
Process
—Research
—Define
—Design
—Test
Conclusion

Overview

Background

TennisPal connects tennis enthusiasts looking for hitting partners in their area. To support this mission, I focused on redesigning the onboarding experience and the core user flow to find a local partner, making it easier for users to start playing as quickly as possible.

Challenge

TennisPal had two main challenges: users found it cumbersome to schedule matches, which lowered engagement, and many didn’t know about or see the value in the app’s premium features. This made it tough to keep users happy and limited revenue. We needed to make the app easier to use and schedule a time to play as well as highlight the benefits of premium features to encourage more users to upgrade.

Goals

  • Simplify and streamline the process of scheduling matches to reduce frustration and missed opportunities for users.

  • Increase adoption of premium features by highlighting the value of such features to encourage more users to upgrade.

  • Ensure users can easily onboard, complete their profiles, and find hitting partners quickly to boost app engagement.

Solution

The redesigned app focused on three main areas: making onboarding simpler, enhancing the match scheduling process, and boosting premium feature adoption. As an avid tennis player and user of this app, I developed a scheduling tool that made setting up matches quick and easy. I also updated messaging to highlight the value of a subscribing to a premium account. The new onboarding flow helped new users get started faster, paving the way for greater engagement and increased use of premium features.



Process

Research

We conducted user interviews and analyzed usage data to understand the pain points in the existing onboarding and matching flow. Insights revealed that new users found the initial setup confusing, which led to drop-offs.

User Interviews
I interviewed players at local tennis courts to learn about their experiences and challenges. This included current TennisPal users and players unfamiliar with the app but actively looking for hitting partners. Common issues included trouble scheduling matches, inconsistent communication, and a need for better ways to find compatible partners. As a tennis player and app user myself, I also drew on personal experiences to identify usability issues and areas for improvement.

Data Analysis
I analyzed TennisPal's user data to spot trends, such as where users dropped off during onboarding and which features weren’t being used. This revealed key areas to redesign for better retention and increased premium feature adoption. I worked with the founders and development team to understand their goals and frustrations, like low engagement with premium features and scheduling challenges, which helped shape my solutions for the UX.

saveplates-journey-map


Define

Objective: Create a streamlined and engaging user flow that minimizes setup time and encourages quick engagement with the app’s core features.

Key Problems

  • High drop-off rates: Many users abandoned the onboarding process before completing their profiles.

  • Difficulty in scheduling matches: Users found it challenging to align schedules with potential hitting partners, leading to missed opportunities and frustration.

  • Challenges with monetizing the app: The lack of premium features or incentives for in-app purchases hindered revenue generation.

Problem Statement
Tennis players struggled to find compatible hitting partners and schedule matches efficiently. Additionally, premium features were underutilized, limiting revenue potential.

Research Insights

  • Scheduling Conflicts: I felt users could vastly benefit from tools to sync or propose schedules directly within the app, rather than relying on external communication.

  • Premium features: Feedback showed interest in advanced features, such as skill-level verification or guaranteed match scheduling, which could be tied to a subscription model.

  • Onboarding complexity: A streamlined onboarding experience is essential to encourage users to complete their profiles and engage with the app.

Hypothesis
If we simplify onboarding, enhance scheduling tools, and subtly introduce monetizable premium features, then we can increase user engagement, improve match success rates, and generate consistent revenue for TennisPal.



Design

Objective: Create a user-friendly interface that simplifies the core functionality while making premium features more enticing and accessible.

Brainstorming/Sketching
I collaborated with stakeholders to explore solutions, such as better partner-matching algorithms and more interactive scheduling tools. Then I sketched rough wireframes of an enhanced onboarding process, clearer partner profiles, and highlighted premium features.

saveplates-journey-map

saveplates-journey-map

Prototyping & User Flow Improvements
I then created interactive prototypes to test the flow and usability of redesigned features. As always, I prioritized simplicity and clarity in the design to reduce drop-offs during onboarding and feature navigation.

Result
These new and improved designs made onboarding a smoother process, improved match scheduling, and highlighted premium features much more effectively. Early testing showed users found the new scheduling tool intuitive and convenient, with many expressing excitement about its seamless functionality. These updates also showed early signs of boosting user engagement and premium feature adoption for TennisPal.


saveplates-journey-map

Test

Objective: Validate the redesigned features and identify additional refinements through user testing and feedback.

Usability Testing
Conducted in-person tests with recreational and competitive players to evaluate the ease of finding partners and scheduling matches. Feedback led to changes like adding clearer filters and improving calendar functionality.

A/B Testing
Compared the new onboarding flow with the original to measure the increase in completed sign-ups. Also tested variations of premium feature promotions to see which messaging resonated most with users.

Surveys/Feedback
Distributed follow-up surveys to testers, focusing on their satisfaction with the changes and likelihood of upgrading to premium. Positive responses highlighted the improvements to ease of use and feature clarity.

Result
Users reported feeling more confident about finding partners, and the app saw a 25% increase in initial match requests within the first week of onboarding this feature. In addition, subscriptions to TennisPal premium were up over 24% since before the launch.

Light
vs.
Dark

Conclusion

Reflection

Being an avid tennis player who has personally used this app to find hitting partners, I really enjoyed working on it. This simple yet effective redesign shows the importance of deeply understanding user behavior and pain points from a first-hand perspective. By balancing usability improvements with business goals like premium feature adoption, we were able to improve the overall experience while increasing revenue.

Insights

Clear communication of value and a user-centered approach were critical to the success of this redesign. Users responded positively when premium features were subtly introduced during natural points in the app flow, such as while searching for partners or scheduling matches. This strategy helped increase adoption without disrupting the user experience. By focusing on small but impactful changes, we struck a balance between improving usability and increasing monetization.

Takeaways

This project proved to me the value of blending user needs with business objectives to create meaningful outcomes. By subtly promoting premium features, we encouraged adoption without disrupting the user experience, which was crucial. Early feedback confirmed that even small, targeted improvements, such as streamlining match scheduling, can significantly enhance usability. Working on the UX of an app that I personally use made me realize the importance of empathetic design and thoughtful iteration in driving both user satisfaction and sustainable growth.



Case Studies


Saveplates

Case Study


Company

Saveplates

Year / Duration

2022 / 12 months

Role

Founding Designer

Software

Figma, Miro

Table of Contents
Overview
Process
—Research
—Define
—Design
—Test
Conclusion

Overview

Background

Saveplates was a social enterprise project aimed at reducing food waste by connecting consumers with local restaurants offering surplus or near-expired food at discounted prices. With a twofold mission to reduce food waste and provide affordable meals, Saveplates aimed to create an impact on both the environment and community.As the founding designer, I collaborated with a few developers over the course of a year to conceptualize an app that would allow consumers to purchase high-quality meals at reduced prices, giving unsold food a second chance while helping restaurants boost revenue. The mission was to reduce food waste and work toward ending world hunger, providing a win-win scenario for restaurants and budget-conscious diners alike.

Challenge

Many restaurants face the issue of wasted food at the end of each day, while consumers are looking for budget-friendly meal options. The challenge was to design a platform that would bridge this gap, allowing users to easily access affordable meals while helping restaurants minimize waste and increase their revenue.

Goals

Our primary objective with Saveplates was to build an accessible and practical platform that catered to the unique needs of both consumers and restaurants, while advancing a social mission. Specifically, we focused on:

  • Ensuring that budget-conscious users could quickly find and reserve affordable meal options.

  • Providing an easy-to-use tool for restaurants to list surplus meals, turning potential waste into revenue.

  • Actively reducing food waste, aligning with the broader goal of sustainability in food consumption and distribution.

  • Encouraging a culture of awareness around food waste, bringing consumers and restaurants together in a shared effort to create a positive social impact.

Solution

I designed Saveplates as a mobile app that allowed consumers to browse, reserve, and pick up affordable surplus food from participating restaurants. Simple navigation and user-friendly interfaces made it easy for users to find deals and for restaurants to list items. This offered a win-win model where food was rescued from waste, and both users and restaurants benefited financially.



Process

Research

Objective: Understand the complexities of food waste and the habits of potential users, which was essential to creating a valuable, socially impactful app like Saveplates. I conducted in-depth research to uncover pain points for both consumers and restaurant owners, examining their motivations, behaviors, and challenges around food waste and discounted dining.

Quantitative Survey of Restaurant OwnersTo understand the restaurant perspective, I collected survey responses from restaurant managers and owners. This helped identify key motivators for using such an app, like revenue recovery from unsold inventory and reducing waste costs. Feedback then guided features like easy meal listing and flexible pricing options, which were designed to make participation both appealing and practical for busy restaurant teams.

Qualitative Observational ResearchTo gain a deeper understanding of food waste practices, I conducted observational research at local restaurants and dining halls on college campuses. This offered valuable insights into how food surplus and near-expired items were managed throughout the day. Watching how staff interact with surplus food and noting the timing of food disposal patterns helped identify when waste was most likely to occur. By observing these patterns we hoped to identify the best times to offer deals and best align our app with user demand and restaurant needs.

User Personas
I created detailed user personas to represent and define different types of users, ranging from the casual sports fan to the avid concert-goer. The objective was to make sure the redesign met the needs of these various user types, providing each with a seamless experience that catered to their specific motivations and alleviated their pain points.

journey-map

User Interviews
I conducted interviews with potential users, including college students, budget-conscious consumers, and environmentally-minded individuals, to explore their motivations and expectations. These conversations shed light on the importance of affordability and convenience, as well as the appeal of contributing to a cause like reducing food waste. They also guide which features would be prioritized in v1.

Competitive Audit
I analyzed the strengths, weaknesses, and unique approaches of four leading apps in the food surplus and waste reduction market. By comparing key features, user experience, and positioning, I identified gaps and opportunities for Saveplates to stand out. These insights guided our strategy in order to increase accessibility and appeal.

Competitive Audit Saveplates

Define

Objective: Articulate the specific needs, challenges, and expectations of Saveplates’ target users. By framing user stories, creating journey maps, and developing an information architecture, we hoped to refine the app's structure and flows to maximize its ease of use and effectiveness in reducing food waste.

Key Problems

  • Low awareness of surplus food options: Many potential users were unaware of the availability of surplus or discounted food options near them, making it challenging for Saveplates to build a steady user base.

  • Unpredictable food quality and availability: Users seemed concerned about the freshness and quality of food nearing expiration, as well as the consistency of what’s available, which may deter them from making purchases.

  • User convenience and app engagement: Users need an easy, quick experience to browse and purchase surplus food without confusion or delays, particularly when food is limited or available only during a specific time period.

Problem Statement
How might we make surplus food options more accessible, convenient, and appealing to budget-conscious and environmentally-conscious users while ensuring quality and availability, in order to reduce food waste and increase user engagement with Saveplates?

Research Insights

  • Demand for affordable options: Students and young professionals expressed strong interest in affordable, quality meals near them. Many mentioned they'd be willing to try new foods and locations if they could get significant savings, underscoring the app's value as a budget-friendly resource.

  • Convenience is key: Busy parents and professionals prefer quick, user-friendly processes, especially for ordering and pickup. They emphasized the need for an intuitive app interface with flexible pickup times to align with their schedules, making it clear that simplicity and convenience are critical.

  • Transparency drives trust: Users want clear information about meal freshness, dietary options, and restaurant practices. Detailed descriptions, ingredient lists, and visible preparation times would help users feel confident about the quality of surplus food.

  • Sustainability motivates purchases: Eco-conscious users, especially parents and professionals, were drawn to the app’s mission to reduce food waste. They see their purchases as contributing to a larger cause, suggesting that highlighting the environmental impact of each meal could strengthen user loyalty.

Hypothesis
If we create an easy-to-use platform that connects consumers with restaurants offering surplus or near-expired food at a discounted price, then we can significantly reduce food waste, help consumers access affordable meals, and provide restaurants with an additional revenue stream, ultimately fostering a more sustainable community.


User Stories

1. Cost-Conscious Student

user-story1

2. Busy Working Professional

user-story1

3. Eco-Conscious Parent

user-story1

4. Restaurant Owner

user-story1

Customer Journey Map

saveplates-journey-map


Design

Objective: Translate user insights and initial ideas into a functional, visually appealing app experience that aligns with Saveplates' mission to reduce food waste.

Brainstorming/Sketching
To kick off the design process, I started with brainstorming sessions to explore possible solutions for key user needs. I sketched out initial concepts focusing on the core user flows, like searching for meals, filtering options, and the checkout process. These sketches allowed me to experiment with different layouts and interaction ideas quickly, helping visualize a seamless experience for both consumers and restaurants.

Story Boarding
To capture the user experience in more depth, I created storyboards that mapped out key moments in a user's journey. Storyboarding helped me identify any gaps in the journey and made sure that the design captured the convenience and value that Saveplates aimed to deliver.

Wireflows

user-story1

High-Fidelity Prototyping
After incorporating feedback from the first round of testing, I refined the prototypes into high-fidelity versions that included real content, visuals, and interactivity. The goal was to simulate a near-final experience so users could provide more detailed feedback on design elements and functionality for two slightly different concepts.






Test

Objective: Validate the effectiveness and usability of the Saveplates app with real users so that we know the design is intuitive, functional, and aligns with user needs. Through testing with diverse groups, we hoped to gather insights to guide improvements, ultimately creating a seamless experience that encouraged regular app engagement.

Usability Testing
To assess specific design elements, we conducted A/B testing with different versions of key screens, such as the meal selection and checkout pages. Participants were shown alternative layouts and features to gauge which version facilitated quicker navigation and a more enjoyable experience. This testing helped us identify which design choices led to higher engagement and a smoother user flow, allowing us to make data-driven design decisions.

Surveys/Feedback
We also used surveys and post-test interviews to collect feedback from users about their overall experience with the app. Users shared insights on what they found easy or challenging, as well as suggestions for additional features they would find valuable. This qualitative data was helpful in understanding how well Saveplates resonated with users and guided future iterations.


Conclusion

Reflection

Reflecting on Saveplates, I’m proud of the progress we made in bringing awareness to the issue of food waste and designing a solution for real social issue. Despite not securing funding to bring the app to market, the experience taught me a lot about the challenges and rewards of creating a social enterprise. Working on a mission-driven project like this was deeply motivating as it aligned with my values around sustainability and community support.

Insights

Starting an app from scratch exposed the unique challenges of early-stage product development, especially with limited resources. I learned the importance of prioritizing core features, managing scope, and making strategic design choices that would resonate with multiple stakeholders.

Takeaways

Saveplates reinforced my love for user-centered design, especially when it comes to mission-focused products. I learned how essential it is to validate concepts through direct user research and to be flexible when iterating based on feedback. This project taught me the importance of aligning design decisions with user motivations and market gaps, a lesson I’ll carry into future projects.



Case Studies


Pogoseat App Redesign

Case Study


Company

Pogoseat, Inc.

Year / Duration

2014 / 6 months

Role

Lead Product Designer

Press

Table of Contents
Overview
Process
—Research
—Define
—Design
—Test
—Deliver
Conclusion

Overview

Background

Pogoseat is a mobile ticketing platform designed to enhance the live event experience by allowing users to seamlessly upgrade their seats at the beginning of or during events. Founded with the vision of transforming how fans engage with live entertainment, Pogoseat aims to provide real-time ticketing solutions that cater to sports, concerts, and other live performances.In 2014, I guided the redesign of Pogoseat as Lead Product Designer. The app was initially launched to enhance the experience of fans at concerts and sports events, but user feedback revealed several pain points that hindered its effectiveness and ability to gain traction. My primary goal was to improve the user experience by streamlining the ticket-purchasing and seat-upgrade processes. By making the app more intuitive and personalized, I hoped to increase user engagement and ultimately boost revenue for the early stage startup.

Challenge

As I explored the existing app, it became clear that users found the app’s navigation unintuitive and struggled to access the seat upgrade feature at critical moments during live events. This complexity led to frustration and a drop-off in engagement, user abandonment, and potential loss of revenue.

Goals

The primary goals of the redesign were to significantly enhance the overall user experience, focusing on usability and accessibility. Specifically, we aimed to:

  • Increase user engagement by at least 30%, encouraging users to explore more features within the app.

  • Boost revenue from seat upgrades by 15% within three months after the redesign.

  • Introduce personalized features with a target of 25% adoption among users.

  • Reduce user abandonment by at least 10%

  • Establish a continuous feedback mechanism for ongoing user insights and improvements post-launch.

Solution

To address these challenges, we embarked on a comprehensive redesign of the app, starting with user interviews, observations, and surveys to get a better understanding of their frustrations. We defined user personas and mapped out their journeys to identify where things went wrong. Then, I collaborated with the team to brainstorm ideas, creating wireframes, journey maps, and prototypes to visualize our plans. The redesigned app featured clearer navigation, easier access to seat upgrades, and personalized recommendations based on user behavior. I worked closely with the development team to ensure the final product matched our vision and provided a smoother, more enjoyable experience.

+42%

Increase in user engagement

+21%

Increase in user engagement

+37%

Adoption of new features

-26%

Decrease in user abandonment


Process

Research

Objective: In this stage we sought to empathize with users by revealing pain points and gathering insights into the current app's limitations. To do so we used the following research methods:

User Interviews
To deeply understand the frustrations users were encountering, I conducted interviews with existing Pogoseat users. The goal here was to capture real-world insights on how they interacted with the app, what their primary pain points were, and where they felt the app was falling short, particularly during high-pressure moments at live events.

User Surveys
Along with interviews, we conducted user surveys to gather broader feedback about their experiences with Pogoseat. This allowed us to quantify which areas were most problematic for the majority of users, especially around seat upgrades and general navigation, and to explore what additional features users might find valuable, such as recommendations based on their behavior.


Features Audit
I analyzed other ticketing platforms, such as StubHub and Ticketmaster, to benchmark Pogoseat against competitors. The goal was to identify features that could differentiate Pogoseat as well as allow us to prioritize which improvements we wanted to focus our efforts on.
Findings: Pogoseat’s unique real-time seat upgrade feature is a key differentiator, setting it apart from competitors. Adding more robust personalization, improving last-minute deal visibility, and creating a referral program could further enhance Pogoseat's appeal and create a more tailored experience for users.


User Personas
I created detailed user personas to represent and define different types of users, ranging from the casual sports fan to the avid concert-goer. The objective was to make sure the redesign met the needs of these various user types, providing each with a seamless experience that catered to their specific motivations and alleviated their pain points.



Define

Objective: In this stage the goal was to define the key issues with the existing design and map out a plan for improvement. We started by synthesizing the research data collected in the previous step to identify the key problems that we will attempt to solve with the redesign.

Key Problems

  • Frustration with navigation during live events: Users reported frustration with the app's navigation, particularly at the beginning of live events when quick seat upgrades were essential.

  • Cumbersome seat upgrade process: Many users found the seat upgrade process confusing and time-consuming, causing many fans to abandon their attempts to upgrade.

  • Lack of personalization: The app's lack of personalization features limited its ability to cater to individual preferences and enhance user engagement and loyalty.

Problem Statement
Users found the app’s navigation clunky, particularly the seat upgrade feature, which became especially frustrating during live events when speed was crucial, leading to drop-offs in engagement and directly impacting revenue.


Research Insights

  • Intuitive navigation is critical: Users from competitor platforms, like StubHub and Ticketmaster, often find the interfaces cluttered and overwhelming, highlighting the need for Pogoseat to prioritize clean, intuitive navigation, especially around seat upgrades.

  • Lack of in-event flexibility: Most competitors focus on ticket purchasing and resale but neglect in-event features like seat upgrades, presenting an opportunity for Pogoseat to stand out by providing a seamless, accessible upgrade process during live events.

  • Frustration with high fees: Many users express frustration with high service fees on competitor platforms, suggesting that Pogoseat’s pricing transparency and minimizing additional costs could be a differentiator.

  • Mobile-first simplicity is valued: Apps like Gametime and SeatGeek that focus on simplicity and ease of use are highly favored by users, reinforcing the need for Pogoseat to streamline its user flows and reduce friction in the seat upgrade process.

Hypothesis
If we simplified the user experience by improving navigation, reducing screens during the primary checkout flow, and adding personalization features, then users would be more likely to engage with the app and complete seat upgrades, leading to increased revenue and overall user satisfaction.

Information Architecture
I put together this diagram to visualize how users would navigate through the five core flows of the app: Events, Account, Tickets, Support, and Share/Earn features. I organized each branch to ensure key features remained easily accessible while maintaining a hierarchical structure that simplifies the complex ticket upgrade process.


journey-map

Journey Mapping
In this journey map, I outlined the experience of the "Avid Concert Goer" persona, capturing each step they take from first discovering Pogoseat to becoming a loyal advocate. The map illustrates their journey through awareness, onboarding, and general use, highlighting how Pogoseat addresses their needs, emotions, and potential frustrations at each touchpoint.


Design

Objective: Here the goal is to brainstorm potential design solutions which can address the identified issues and then build interactive prototypes to begin testing the new design with users to gauge its effectiveness as early as possible.

journey-map

Ideation
With a clear understanding of user challenges, we conducted brainstorming sessions to generate ideas for improving the app’s usability. The objective was to explore different approaches that could make the navigation more intuitive, particularly focusing on how to bring the seat upgrade feature to the forefront without cluttering the interface.


Wireframing
I developed low-fidelity wireframes to start visualizing potential solutions, focusing on functionality over aesthetics. The goal was to simplify the ticket purchasing and seat upgrade process, minimizing steps and enhancing clarity. This approach helped create a more intuitive, efficient flow that would be easier for users to understand and navigate.


OLD

NEW

Optimizing User Flows
In this phase, we designed new user flows aimed at reducing the number of clicks it took to complete key actions. The goal here was to create a more efficient user experience by removing unnecessary steps and providing a smoother path for users to follow from start to finish.


Low-Fidelity Prototypes
Using tools like Balsamiq and Sketch, I developed basic, clickable wireframes to test our initial ideas with real users. The objective here was to gather early feedback on the new user flows and make sure they resonated with users before moving onto more polished designs.


High-Fidelity Prototypes
After incorporating feedback from the first round of testing, I refined the prototypes into high-fidelity versions that included real content, visuals, and interactivity. The goal was to simulate a near-final experience so users could provide more detailed feedback on design elements and functionality.


Test

Objective: Validate the final design by testing it with real users and making sure it meets their needs effectively. By gathering actionable feedback at this stage, we can make subtle tweaks to the design if necessary to improve usability and identify any remaining issues before full-scale deployment.

Usability Testing
The primary objective of usability testing was to observe how users interacted with the new design in a real-world context. We focused on whether users could easily navigate to the seat upgrade feature and complete their purchase in fewer steps. We also hoped to uncover any lingering issues that might not have surfaced in earlier phases.

Accessibility Testing
This important aspect of the testing process to ensure the product is intuitive, user-friendly, and accessible to all users, including those with disabilities or impairments.

A/B Testing
We conducted A/B tests to compare the original app with the redesigned version and to test small variations within the new app. Our objective was to track quantitative metrics like engagement rates, time spent in-app, and successful seat upgrades. These insights allowed us to measure the redesign’s impact and provided data-driven direction for future design decisions.

Iterations
Based on the data and feedback from both usability and A/B testing, we continued to refine the design. The objective was to fine-tune smaller details, like button placement and visual hierarchy, that could further improve the user experience without overhauling the core structure we had established.

journey-map

Deliver

Objective: Now is the time to finalize the design and collaborate with the development team to prepare for launch.

Design handoff
I delivered comprehensive design specs to the development team, including detailed interaction flows, visual assets, and style guide. The goal was for a seamless transition from design to development by providing the necessary guidance and resources needed to bring the new app to life.

Collaboration
Throughout this phase I worked closely with the developers to troubleshoot any technical challenges that arose. I made sure that the final product matched the high-fidelity prototypes and remained true to the original vision while maintaining functionality and performance.

Technical testing
The final stage of testing to ensure there are no compromises in design before the final development of the app is ready to launch.

Post-Launch Monitoring
After the redesign went live, I continued to track key metrics to measure the impact of our work, including a 40% increase in user engagement and a 20% boost in revenue. In addition to quantitative data, we established a continuous feedback mechanism to capture user insights directly from app store reviews, surveys, and customer support channels. This allowed us to stay informed of any new or recurring issues, as well as gather suggestions for potential feature enhancements.

  • Feedback Loop: The feedback loop was designed for ongoing improvements to the app. By regularly reviewing user feedback, we were able to prioritize updates and promptly address any pain points. This approach also allowed the team to stay ahead of changing user expectations and market demands, keeping the app fresh and responsive to user needs over time.

  • Continuous Improvement: Based on the data and user feedback collected after launch, I proposed additional small improvements to further enhance the user experience. The goal was to ensure the app continued to evolve and meet user expectations over time.

journey-map
journey-map

More Screens

Conclusion

Reflection

In the end, the Pogoseat redesign had a significant impact with users, immediately boosting user engagement and revenue. A memorable moment during the project came when a user shared how their effortless seat upgrade completely changed their night seeing their favorite band in concert. Hearing how our efforts improved a real-world experience was a reminder of why I love what I do.

Insights

This project reinforced the importance of understanding user needs deeply before redesigning the experience. By addressing specific pain points and providing real solutions we were able to make a meaningful improvement to how users experience the app. It also highlighted how valuable early and frequent user feedback is throughout the design process in creating the solution truly aligns with user expectations.

Takeaways

The Pogoseat redesign continues to influence how I approach UX projects today. It taught me that user-centered design, clear communication, and collaboration are key to building successful products. Whether refining the user journey or working closely with developers, every detail matters when it comes to creating a seamless and impactful experience for users.

Press

press-icon

Forbes

Millennial Fans Increasingly Compelling Sports Teams To Invest In Tech

press-icon

StartupBeat

Pogoseat gets $2.3M to enable fans to instantly upgrade seats

press-icon

VenuesNow

AEG Partners with Pogoseat to offer AXS customers day-of upgrades



Case Studies


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