Product Design
360° Holistic Design Vision for Brainly. ”Graphite Dust”.
Role: Initiator and Design Team Leader, Workshop Facilitator
Public link: brainly.com 🔗
01.Situation
Our Customer Journey Map often sees abandonment, falling short of user retention goals. Research indicates a "transactional relationship," contrary to our goal of "extremely engaged users." The growth of new designers and sub-optimal company structure further hampers design quality.
02.Task
I directed a team of design leads to create a cohesive vision for Brainly's user experience. As the initiative owner, I aligned with Brainly values, made crucial design decisions, managed communication, and prioritized long-term impact.
03.Actions
Plan: I planned collaboration across all four design functions—Product Design, UX Motion, Brand, and Motion—with dedicated leads reporting to me, each assigned defined responsibilities and timelines.
I also worked with other functions, such as communication, engineering, and product leadership, to align us on the initiative direction and navigate through changing environments.
Outputs: Redesign of key product touch-points, crafting high-fidelity prototypes, and developing Brand Heroes with characteristics, illustrations, and animations for use in both product and marketing.
We gained confidence about our direction after conducting user tests with >15 GenZ participants from the US on User Zoom. We also did a survey to check performance against Brainly Brand Personality traits.
To validate our decisions with solid data, we relied on user research and feedback. Collaborating with our UX Research Manager, we analyzed user data to gain insights into user behavior.
Goal: to enhance customers relationship with Brainly product for increased retention, engagement, and satisfaction. Secondly to inspire designers across the company to use new directions.
04.Results
By leveraging user research, design thinking, and Design System Pencil, we were able to create a platform that was user-friendly, visually appealing, and reflected brand personality. The project was a sensation and exceeded his primary success criteria.
The initiative influenced the company's 2023 product strategy, acknowledged in the CPO keynote at Brainly Kickoff. We got personal endorsement from the CEO, and his support to implement the vision in the product.
We started gradually implementing 360° design vision in collaboration with the CPO, VP’s, Directors.
We get enthusiastic buy-in from Brainly Designers and a high adoption rate of the direction.
The issues we were addressing became the primary focus for our team in 2023. I became also a manager of CX Product Design Strategy lead, to make sure all designers are going in the same direction.
+5%
In CVR to paid subscriptions
New AI Function holistic design
+9%
Increase in retention
New AI Function holistic design
05.Bonus
We leveraged Graphite Dust direction to introduce the initial AI features on the Brainly platform. Explore our video showcasing this innovative experience.