Lead UX/UI Designer, 2023 - 2024
Redesigning Safendty: Turning a cluttered B2B platform into a seamless developer experience
Safendty provides API solutions for user verification and engagement, helping businesses protect against fraud and improve customer communication. I led the full redesign of its customer portal to support developers and business users in exploring, integrating, and managing APIs more effectively.
Problem
The platform experience was fragmented across portals, each built in silos for trial, self-service, and enterprise users. Users struggled to: • Understand product capabilities and integration steps • Navigate an inconsistent, cluttered interface • Access critical resources like use cases, documentation, logs, and pricing • Make informed decisions based on their needs
Problem
The platform experience was fragmented across portals, each built in silos for trial, self-service, and enterprise users. Users struggled to: • Understand product capabilities and integration steps • Navigate an inconsistent, cluttered interface • Access critical resources like use cases, documentation, logs, and pricing • Make informed decisions based on their needs
Problem
The platform experience was fragmented across portals, each built in silos for trial, self-service, and enterprise users. Users struggled to: • Understand product capabilities and integration steps • Navigate an inconsistent, cluttered interface • Access critical resources like use cases, documentation, logs, and pricing • Make informed decisions based on their needs
Goals
• Improve product discoverability and onboarding • Streamline navigation and reduce friction in key workflows • Standardize experience across customer segments • Provide structure for internal teams to scale product delivery • Establish foundational components for a design system
Goals
• Improve product discoverability and onboarding • Streamline navigation and reduce friction in key workflows • Standardize experience across customer segments • Provide structure for internal teams to scale product delivery • Establish foundational components for a design system
Goals
• Improve product discoverability and onboarding • Streamline navigation and reduce friction in key workflows • Standardize experience across customer segments • Provide structure for internal teams to scale product delivery • Establish foundational components for a design system
Strategic approach
• Re-architected platform navigation to align with user goals and streamline the user experience • Developed a comprehensive modular component library that ensures design consistency across all touchpoints • Designed contextual onboarding flows and guided workflows that reduce time-to-value for new users • Unified fragmented tools, documentation, and billing systems into a cohesive user experience model • Led cross-functional collaboration to define and influence strategic feature rollout priorities
Strategic approach
• Re-architected platform navigation to align with user goals and streamline the user experience • Developed a comprehensive modular component library that ensures design consistency across all touchpoints • Designed contextual onboarding flows and guided workflows that reduce time-to-value for new users • Unified fragmented tools, documentation, and billing systems into a cohesive user experience model • Led cross-functional collaboration to define and influence strategic feature rollout priorities
Strategic approach
• Re-architected platform navigation to align with user goals and streamline the user experience • Developed a comprehensive modular component library that ensures design consistency across all touchpoints • Designed contextual onboarding flows and guided workflows that reduce time-to-value for new users • Unified fragmented tools, documentation, and billing systems into a cohesive user experience model • Led cross-functional collaboration to define and influence strategic feature rollout priorities
Results
Quantitative Results • 39% increase in feature engagement across redesigned tools and workflows • 25% reduction in time-to-task through streamlined navigation and user flows • 30% improvement in task success rate validated through internal usability testing Qualitative Impact • Delivered unified experience across all user tiers and subscription levels • Enhanced developer confidence and proficiency in API testing workflows • Increased internal team velocity through shared design language and standards • Achieved organization-wide adoption with design system
Results
Quantitative Results • 39% increase in feature engagement across redesigned tools and workflows • 25% reduction in time-to-task through streamlined navigation and user flows • 30% improvement in task success rate validated through internal usability testing Qualitative Impact • Delivered unified experience across all user tiers and subscription levels • Enhanced developer confidence and proficiency in API testing workflows • Increased internal team velocity through shared design language and standards • Achieved organization-wide adoption with design system
Results
Quantitative Results • 39% increase in feature engagement across redesigned tools and workflows • 25% reduction in time-to-task through streamlined navigation and user flows • 30% improvement in task success rate validated through internal usability testing Qualitative Impact • Delivered unified experience across all user tiers and subscription levels • Enhanced developer confidence and proficiency in API testing workflows • Increased internal team velocity through shared design language and standards • Achieved organization-wide adoption with design system
How I contributed
As design lead, I partnered with product, support, engineering, and marketing to deliver an end-to-end redesign grounded in user insights and internal alignment, I also: • Gathered requirements and influenced product roadmap • Prioritized features with PM based on impact and resources • Designed wireframes through final UI • Conducted internal user testing (limited external access) • Led design system development in parallel • Managed dev handoff and QA process
How I contributed
As design lead, I partnered with product, support, engineering, and marketing to deliver an end-to-end redesign grounded in user insights and internal alignment, I also: • Gathered requirements and influenced product roadmap • Prioritized features with PM based on impact and resources • Designed wireframes through final UI • Conducted internal user testing (limited external access) • Led design system development in parallel • Managed dev handoff and QA process
How I contributed
As design lead, I partnered with product, support, engineering, and marketing to deliver an end-to-end redesign grounded in user insights and internal alignment, I also: • Gathered requirements and influenced product roadmap • Prioritized features with PM based on impact and resources • Designed wireframes through final UI • Conducted internal user testing (limited external access) • Led design system development in parallel • Managed dev handoff and QA process
Key learnings
Key Learnings • Systems thinking outweighs feature-level optimization - holistic UX architecture drives measurable business impact • Cross-functional influence requires design rationale grounded in user data and business metrics • Phased rollouts mitigate risk while maintaining design integrity across complex product ecosystems Personal Growth • Shaped product strategy through design leadership rather than just execution • Built organizational design maturity through scalable systems and processes
Key learnings
Key Learnings • Systems thinking outweighs feature-level optimization - holistic UX architecture drives measurable business impact • Cross-functional influence requires design rationale grounded in user data and business metrics • Phased rollouts mitigate risk while maintaining design integrity across complex product ecosystems Personal Growth • Shaped product strategy through design leadership rather than just execution • Built organizational design maturity through scalable systems and processes
Key learnings
Key Learnings • Systems thinking outweighs feature-level optimization - holistic UX architecture drives measurable business impact • Cross-functional influence requires design rationale grounded in user data and business metrics • Phased rollouts mitigate risk while maintaining design integrity across complex product ecosystems Personal Growth • Shaped product strategy through design leadership rather than just execution • Built organizational design maturity through scalable systems and processes
Disclaimer: This project presented is based on a real project I contributed to during my professional experience. To respect confidentiality agreements, all branding, names, visuals, and content have been anonymized.
