Project type
Project type
Case Study
Case Study
Year
Year
2023–2024
2023–2024
Client
Client
AnswerBite
AnswerBite
Role
Role
Product Designer
Product Designer
Platform
Platform
Landing page & Web-App
Landing page & Web-App
Project Summary
Redesigned the MVP web app to make video upload, processing, and sharing clear and scalable. Focused on reducing first-time friction, clarifying system states, and making navigation more intuitive.
Redesigned the MVP web app to make video upload, processing, and sharing clear and scalable. Focused on reducing first-time friction, clarifying system states, and making navigation more intuitive.
Key Metrics (launch impact)
successful first uploads
+38%
successful first uploads
+38%
successful first uploads
+38%
drop in abandoned sessions
-27%
drop in abandoned sessions
-27%
drop in abandoned sessions
-27%
fewer support ticket
Clearer states
fewer support ticket
Clearer states
fewer support ticket
Clearer states
user satisfaction
4.4★
user satisfaction
4.4★
user satisfaction
4.4★
Context
The MVP lacked clear guidance for first-time users. Uploading felt heavy, banners repeated messages without helping, and system states weren’t explicit.
Users often didn’t know whether their files were processing, ready, or failed. Navigation mixed content inputs (uploads) with outputs (deliverables), making it hard to find results.
The MVP lacked clear guidance for first-time users. Uploading felt heavy, banners repeated messages without helping, and system states weren’t explicit.
Users often didn’t know whether their files were processing, ready, or failed. Navigation mixed content inputs (uploads) with outputs (deliverables), making it hard to find results.
Opportunity
Redesign the experience to explain value better, reduce friction, and boost account creation.
Redesign the experience to explain value better, reduce friction, and boost account creation.
Redesign the experience to explain value better, reduce friction, and boost account creation.
How Might We
Make uploading and processing effortless and transparent?
Organize navigation so users can find content and outputs faster?
Use copy and states to guide users with confidence?
Make uploading and processing effortless and transparent?
Organize navigation so users can find content and outputs faster?
Use copy and states to guide users with confidence?
Team & Scope
Designed solo with founder and engineer.
Scope: MVP redesign across upload, Library, Deliverables, Clips, AI Rewrite, and Account.
Timeline: 8 weeks to ship v1, iterative rollout afterward.
Constraints: limited dev bandwidth, no existing design system, tight delivery deadlines.
Designed solo with founder and engineer.
Scope: MVP redesign across upload, Library, Deliverables, Clips, AI Rewrite, and Account.
Timeline: 8 weeks to ship v1, iterative rollout afterward.
Constraints: limited dev bandwidth, no existing design system, tight delivery deadlines.
Figma, FigJam, Maze, Jira, Hotjar
Tools Used
Research results & insights
Research results & insights
Learnings?
Learnings?
Learnings?
How did we gather insights?
How did we gather insights?
Usability tests with early adopters.
Interviews with creators who upload content regularly.
Reviewing analytics from MVP usage logs.
Usability tests with early adopters.
Interviews with creators who upload content regularly.
Reviewing analytics from MVP usage logs.
What did you learn?
What did you learn?
Users wanted clear progress feedback during upload.
Confusion came from duplicate banners and redundant steps.
Navigation (Library, Deliverables, Clips, Social) felt disorganized.
First-time users expected a single source of truth for content states.
Users wanted clear progress feedback during upload.
Confusion came from duplicate banners and redundant steps.
Navigation (Library, Deliverables, Clips, Social) felt disorganized.
First-time users expected a single source of truth for content states.
We ran usability testing, and user interviews
We ran usability testing, and user interviews
Identified Problems
Identified Problems
Uploading was confusing and felt too heavy for first-time users.
System feedback was unclear, users didn’t know if content was ready or failed.
Navigation mixed sources (uploads) with outputs (deliverables), creating confusion.
Banners repeated information instead of guiding next steps.
Uploading was confusing and felt too heavy for first-time users.
System feedback was unclear, users didn’t know if content was ready or failed.
Navigation mixed sources (uploads) with outputs (deliverables), creating confusion.
Banners repeated information instead of guiding next steps.
User Journey
Mapped the journey from: landing → upload → processing → review → deliverables → sharing.
Friction points: unclear status during processing, lack of guidance in empty states, and confusion in finding outputs.
Solution Design
Solution Design
Solution Design
Key Changes Introduced
Key Changes Introduced
Key Changes Introduced
Streamlined Upload flow → fewer steps, with clear progress.
Streamlined Upload flow → fewer steps, with clear progress.
Streamlined Upload flow → fewer steps, with clear progress.
Simplified Navigation → inputs (uploads) and outputs (deliverables) grouped logically.
Simplified Navigation → inputs (uploads) and outputs (deliverables) grouped logically.
Simplified Navigation → inputs (uploads) and outputs (deliverables) grouped logically.
State feedback simplified → Processing / Ready / Error, always explicit.
State feedback simplified → Processing / Ready / Error, always explicit.
State feedback simplified → Processing / Ready / Error, always explicit.
One banner system → concise, action-driven copy.
One banner system → concise, action-driven copy.
One banner system → concise, action-driven copy.
Guided Empty states → helpful first-time cues for uploading.
Guided Empty states → helpful first-time cues for uploading.
Guided Empty states → helpful first-time cues for uploading.
AI Rewrite flow → redesigned as side-by-side before/after for clarity
AI Rewrite flow → redesigned as side-by-side before/after for clarity
AI Rewrite flow → redesigned as side-by-side before/after for clarity
Impact & Results
Impact & Results
What changed? (UX, business, adoption)
What changed? (UX, business, adoption)
Increased engagement and usability metrics after launch.
Increased engagement and usability metrics after launch.
Metric
+38% successful first uploads during testing
Metric
+38% successful first uploads during testing
Metric
+38% successful first uploads during testing
Metric
−27% abandoned sessions
Metric
−27% abandoned sessions
Metric
−27% abandoned sessions
Metric
Support tickets dropped as states became self-explanatory
Metric
Support tickets dropped as states became self-explanatory
Metric
Support tickets dropped as states became self-explanatory
Metric
Early testers rated onboarding 4.4★ satisfaction
Metric
Early testers rated onboarding 4.4★ satisfaction
Metric
Early testers rated onboarding 4.4★ satisfaction
Reflection
State clarity is often more valuable than adding features.
State clarity is often more valuable than adding features.
Microcopy drives trust as much as interface changes.
Microcopy drives trust as much as interface changes.
Building a simple structure early prevents rework as products scale.
Building a simple structure early prevents rework as products scale.