Uberall is a SAAS local SEO tool aimed at mid-market to Enterprise businesses to manage their listings across many directories such as Google, Facebook, Yelp & more, as well as manage their messages, social media and reviews.
TL;DR:
Leadership & Team Development:
- Led a team of product designers and UX/UI experts, fostering collaboration and continuous learning.
- Advocated for deeper integration of the design team into the product development process.
Strategic Initiatives:
- Conducted a comprehensive platform audit, identifying areas for improvement and creating an 18-month strategic roadmap.
- Implemented a design system to enhance brand consistency and streamline design processes.
- Developed design principles aligned with company values.
- Established an escalation process with the engineering team for unresolved squad-level issues.
User-Centered Design & Research:
- Employed research-driven methods such as pre-design interviews, prototype testing, and user-driven beta testing.
- Ensured solutions were intuitive and met evolving user needs.
Collaboration & Cross-Functional Engagement:
- Strengthened collaboration with cross-functional teams, improving communication and project outcomes.
- Enhanced UX visibility and prioritization within the organization.
Key Project Highlights:
- Led a successful redesign of the platform’s homepage, transforming it into a functional and valuable asset.
- Spearheaded a Product-led Sales initiative for add-on services like message and review management.
These efforts significantly advanced UX maturity, brand alignment, and cross-departmental collaboration at Uberall.
Biggest project as the hands-on designer: The Home Page
The challenge: The homepage and dashboard were both legacy pages that were not being maintained and did not function well for the user. We needed to revamp it and engage users from login.
The User: Mainly we needed to cater to 3 categories of users, who needed a custom experience of the app to get instant value when they logged in that was slightly different from one to the other.
The solution: Using blocks or widget based sections of the page, we prioritized a scoring system, tasks to improve that score and an account lever breakdown of each location’s score. Additionally we had a suggestions panel that added higher level tasks that could help the business thrive.
Second biggest project as the hands-on designer: The Upsell
The challenge: Our users had to learn about many of the features they did not have from their CS representative. We wanted to change that to have previews in the application of all available tools to all users.
The User: Mainly we needed to expose the decision makers or those who could influence them to the offerings we had that they currently were not utilizing
The solution: Using Product Led growth principles we create a page for each tool that required it.
During my tenure at Uberall as the Director of UI/UX, I spearheaded transformative initiatives aimed at elevating user experiences and driving organizational growth. Leading a team of talented product designers and UX/UI experts, we embraced a collaborative approach, fostering an environment conducive to innovation and continuous learning.
My key accomplishments were advocating for my team to be more involved in the product team, implementing a comprehensive design system, streamlining processes that enabled UX to be more of a priority, and enhancing brand consistency across all platforms.
Additionally, I performed a rigorous platform audit, identifying areas for improvement and devising a strategic roadmap to guide our efforts over the next 18 months. Through research-driven methodologies, including pre-design interviews to validate our work, prototype testing and user-driven beta testing, I ensured that our solutions were not only intuitive but also aligned with the evolving needs of our users.
Collaborating closely with cross-functional teams, I facilitated transparent communication and alignment, driving impactful outcomes and fostering a culture of excellence.
My team vastly improved our processes and vision during my time at Uberall, we came up with design principles that aligned with our values, we initiated an escalation process with the engineering department for issues that could not be solved within squads, we started work on the design system for the rebrand of the platform and much more.
My team was instrumental in driving through the work that put UX on the map at Uberall. We also vastly improved our collaboration with all departments and this improved the initiatives we took on.
Of note, I am most proud of the work we did to transform the platform’s homepage into a much more functional, useful and value-add page. It was previously direly non-functional and under-utilized.
I also spearheaded a Product-led Sales intitiative shown below for our add-on services such as message management and review management.
