My diagnosis and method
With a deadline of just two weeks to deliver the project, there was no time for an extensive discovery process. My method was a quick and focused immersion, combining techniques for maximum efficiency: 1. Competitive analysis and benchmarking: I started with a rapid analysis of competitors and benchmarking to understand market best practices, both for "mission-based" apps and B2B platforms. 2. High-Fidelity prototyping: To speed up the process, I made the decision to move directly to high-fidelity wireframes. This allowed us to test and validate design solutions more quickly through interactive prototypes. 3. Design system creation: I developed a comprehensive design system from the start. This wasn't just a deliverable but a strategic tool to ensure consistency between the app and the website, as well as to accelerate development.
Redesign strategy and execution
The work was divided into two battlefronts with distinct objectives: • Front 1: The app experience: The focus here was on usability. I redesigned the entire interface to be more intuitive and aligned with the visual identity, ensuring that shoppers could understand and complete missions with minimal friction. • Front 2: The strategic pivot to B2B: This was the most critical change. Using the insight that the website's audience was predominantly corporate, I completely reformulated the communication. I transformed the site from a B2C portal into a powerful B2B sales tool, highlighting the business model, competitive advantages, and benefits for companies.
The impact
The result of this two-pronged approach was expressive growth: • The application reached the milestone of over 60,000 new users in less than 1 year. • The app's new interface increased the mission completion rate by 35%, a strong indicator of improved usability. • The new B2B website repositioned Teleporting in the market, generating more qualified leads.
Learnings
The biggest takeaway was the power of a single data insight. The realization that the website's audience was B2B, not B2C, was the compass that guided the entire strategic redesign. Teleporting taught me that, under pressure, a good designer not only creates screens but also helps direct the business strategy.
