Role
UI/UX Designer,
Researcher,
Product Manager
Key Collaborators
Product Manager,
Support, Front-End
Tools
Figma, Miro
Project Timeline
5 months from the initial
research to final launch
Discovery & Research Methods
Holistic UX audit
Stakeholder interviews
In call user testing
Results
7 out of 10 users gave positive feedback post-beta
Modernised the UI and resolved core UX issues
User-Driven Updates
Business & Audience
Fresh Relevance (B2B SaaS) is a real-time personalisation platform designed to help e-commerce and online retail businesses increase customer engagement and conversions through dynamic, data-driven content.
This project focused on redesigning the platform’s customisation editor—an essential tool used to personalise elements across a website.
The editor had to serve a wide range of users with different levels of technical expertise, from marketers creating campaigns and UX/UI designers adjusting visual layouts, to developers handling advanced integrations and e-commerce managers overseeing performance.
Challenges
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Designing for a diverse user base with varying technical skills.
-
Poor clarity and usability in the editor, leading to underuse of features.
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Limited data and low research budget, making discovery more difficult.
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Lack of ownership for a key feature due to maternity leave, requiring me to step in as Product Manager
Problem
Users struggled to add personalised items to their e-commerce pages and found it hard to understand the editor’s full capabilities.
Dealing with a lack of budget: Internal User Research
My product manager and I conducted comprehensive user research to identify pain points and understand user struggles with the existing editor. By analysing open tickets and feedback from customer success teams, we uncovered recurring issues, user frustrations, and valuable insights.
Together, we created solutions by collaborating closely with stakeholders, including the customer success and development teams, to validate requirements. Through ongoing communication and feedback loops, we ensured our solutions addressed user needs while being technically feasible and aligned with business goals.
Starting page: Wireframe vs Final
Inside the Site Editor
Side quest: Stepping in as a Product Manager
A secondary feature of the Site Editor was the Visitor Details panel, which displayed real-time data about individual visitors on a Fresh Relevance user's e-commerce site—such as location, device, browsing behaviour, and purchase intent. This insight helped users better understand their audience and make more informed personalisation decisions.
For this feature, I didn’t just fulfil my UI/UX responsibilities—I also stepped into a product management role. In addition to designing the interface and user experience, I wrote user stories and technical tickets, created documentation, helped define scope and priorities, coordinated directly with developers, and facilitated alignment between stakeholders to ensure smooth delivery.
Visitor Details UI
Detailed User Testing and Results
Following the beta release of the editor, we conducted interviews with 10 users to gather feedback on their experience. The results were positive, with 7 out of 10 users expressing a positive feedback during our calls with them.
For the remaining users who did provide negative feedback, their concerns were primarily related to specific features they wished to see incorporated into the editor. We have taken their feedback into account and are actively working on implementing those desired features to enhance the overall user experience.
This positive reception and the minimal negative feedback validate the effectiveness of our design decisions and the improvements made during the project.