Case Study
Scaling a Startup Into a Comprehensive Service
Role
Product Designer
Domain
B2C/B2B
Contribution
I was responsible for product design, user research, brand identity creation, wireframes and prototypes, crafting the design system, visual design, information architecture, and interaction design.
Duration
1 year
Problem Statement
Firstbase sought to transition from a startup to a full-service platform, addressing:
A fragmented service ecosystem, forcing users to rely on multiple platforms.
A lack of clarity in document handling and process workflows.
High operational costs due to manual processes.
Key Objectives:
Scale up to a comprehensive service.
Automate processes to reduce costs.
Improve usability to increase user acquisition and retention.
User Research
Target Audience:
Startup founders, entrepreneurs, and product managers from Europe and Asia seeking to scale operations in the U.S.
Research Insights:
7 out of 9 users struggled with a long and confusing application process.
50% were frustrated by complex terminology.
33% expressed privacy concerns over uploading documents.
These findings reshaped our understanding of the user journey, enabling us to prioritize clarity, privacy, and efficiency.
Ideation
I began by breaking down the application process into manageable steps using a stepper, reducing user overwhelm. Key improvements included:
Grouping information into logical sections (4–6 steps).
Differentiating mandatory and optional fields to streamline the process.
Validation
I tested prototypes with target users, offering incentives like discounts to encourage participation. Key findings included:
Users wanted to save applications as drafts.
Terminology required clarification through tooltips and additional resources.
Navigation improvements were needed to highlight incomplete steps.
Changes Made:
Introduced a draft-saving feature.
Improved tooltips and explanations for legal terms.
Added a navigation button to remind users to complete applications.
UI Design
The final design prioritized simplicity and user-friendliness:
Application Process: Streamlined with clear steps and intuitive layouts.
User Profile: Enabled users to track application status, update information, and upload/download documents.
Visual Style: A clean, modern aesthetic with simple illustrations, conveying trust and ease of use.
Visual concepts I had when I started working on the UI
Mobile Design:
Responsive layouts ensured seamless usability across devices.
Design System:
Built on Atomic Design principles, ensuring consistency and scalability for future feature additions.
Refinement and Development
I collaborated closely with developers to ensure alignment and resolve design-related technical challenges. Together, we delivered:
A seamless application process.
A user profile for managing data.
Content pages such as blogs, services, FAQs, and a knowledge center.
Achievements and Lessons
Achievements:
Scalability: Transitioned from a startup to a full-service platform.
Automation: Reduced service maintenance costs by automating key processes.
Engagement: Increased time spent on the site by 60% after launching the knowledge center and blog.
Efficiency: Reduced incomplete applications by 33% within the first month of launch.
Lessons Learned:
Qualitative research and usability testing uncover non-obvious user needs.
A structured design process and validation improve outcomes.
Areas for improvement include localization and accessibility enhancements.
Next Steps
Implement analytics to monitor user interactions.
Focus on localization to better serve users in diverse regions.
Enhance accessibility for a wider audience.
