← Greg Ochab

Disrupting a five-billion dollar market

The Project

As Lead Designer, I worked with a client who was looking to disrupt the multi-billion dollar loyalty industry. Their goal: scaleable customization. If they could create a product that was more configurable for companies, and utilized better design for sales teams, they believed that they could be a major and compelling player in the market.

Deep function and pleasant visuals in users’ hands

Good design matters. A key differentiator for this product was having a better user experience. While market competitors were riddled with complicated navigation, disoriented paths, and decade-old graphic standards, we focused on bringing a modern experience that allowed users access to the things they needed while allowing the platform to be customized to fit client brands. Sustainability was key to this, and I worked closely with our full stack dev team to create standards that were extendable and sustainable.

Design strategy through cross-team collaboration

My team believed in the Agile manifesto tenet, “Working software over comprehensive documentation.” This committment made it easy to rally around getting features into production.

One of the keys to this was simplifying the control panel wherever possible. Since I was acting as principal designer and front-end dev, we simplified our process for delivering control panel features by committing to a library that the full-stack developers were comfortable with (Bootstrap), and letting them deliver on loose wireframes.

Rather than spend hours on creating two new design systems, I now only had to focus on one.

Validation through qualitatative user testing

“The worst way to design to design a website is five smart people in a room drinking lattes.” —Gerry McGovern

I engaged a UX Designer with a high level of research experience to validate what we were building with users, and worked with her to prioritize changes based on value and ease to implement. This enabled clear decision making with the client.

Copyright 2021 Greg Ochab and respective owners.