I joined TechTarget as the Director of Product Design, I was presented with the exciting challenge of leading the redesign of Priority Engine, the company's flagship product. The goal was to not only enhance the user experience but also to modernize the visual appeal and improve the overall usability of the platform.

I was the first design hire. S had to establish a process for working with the product and engineering teams.

The Challenge

Priority Engine, being a critical tool for our users, required a delicate balance between introducing significant improvements and maintaining an intuitive user experience. The primary challenges included outdated Information Architecture (IA) that hindered user navigation and an antiquated UI that did not meet modern design standards. These issues were barriers to user engagement, learnability, and product efficiency.

The redesign project was approached with a comprehensive strategy, focusing on two main areas: Information Architecture and UI Design System.

Information Architecture (IA):

I led a thorough analysis of the existing IA and identified key areas for improvement through a series of user interviews and data from Hotjar and Mixpanel. By restructuring the IA, we aimed to streamline navigation and make the user journey more intuitive, void of dead ends. This involved categorizing features and content more logically and ensuring that users could find what they needed with minimal effort.

This research led to building a new flow for users.

1. UI Design System: Implementing a clean, modern UI Design system was crucial for the visual overhaul of Priority Engine. I spearheaded the development of a cohesive design language that not only elevated the product's aesthetics but also enhanced usability. The new design system introduced consistent visual elements, typography, and color schemes, making the interface more engaging and easier to use.

Process

The redesign process was highly collaborative, involving close work with product teams, developers, and stakeholders. Through design sprints and user-centered research, we were able to iteratively develop and refine ideas. Regular user testing sessions ensured that our designs were aligned with user needs and expectations.

Outcome

The redesign of Priority Engine was met with positive feedback from both users and stakeholders. Key outcomes included:

• Improved User Engagement: The intuitive IA and engaging UI led to increased user satisfaction and higher engagement metrics.

• Modernized Look and Feel: The product now boasts a contemporary design that aligns with current trends and expectations.

• Increased Productivity: Users reported improved efficiency and productivity, thanks to the streamlined navigation and coherent design system.