End-to-end design refresh

Joining a company without a dedicated design team, I took on the challenge of design overhaul, creating a new style that addressed user pain points and aligned with company goals.

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My role

I led this project as a Product Design Lead at CASHet.

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Project goal

Revamp the product's visuals with a new design system to enhance user experience, strengthen brand identity, and attract potential customers. As a fintech accounting software with thousands of daily active users, I minimized user flow changes and retained the existing color scheme to preserve trust and reduce the learning curve while delivering a professional, consistent, and polished UI.

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Stakeholders

For each section I communicated with the relevant teams. For the overall design direction, the stakeholders ere the each department's head and executives - approximately 4-5 people. It took about 8 months from kick off to the final design approvals

 

Conclusion/Retrospective

While enhancing visuals and user experience is every designer's goal, caution is crucial when working with products used by thousands of daily users. For this project, I carefully avoided altering user flows, focusing instead on improving the visuals—a long-standing request from customers. However, even with these thoughtful updates, some users initially preferred the older, less efficient design due to familiarity. This highlights the importance of planning and releasing facelift projects carefully, balancing improvements with user comfort..

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