Elevating the Pricing Page: A Product Overhaul that Boosted Signups and Sales
Feature: Pricing Plans Page Company: OnnaType: B2B SaaS, Knowledge Integration Platform Project Overview I led the end-to-end redesign of Onna’s pricing experience to improve clarity, trust, and conversion. Onna’s previous pricing page was dense, outdated, and difficult to navigate, especially on mobile. Users had a hard time comparing plans, identifying the right fit, or finding a clear path to get started. Our objective was to create a pricing system that better reflected our product’s value across three different user types (Free, Pay-As-You-Go, and Enterprise), while also supporting both self-serve and sales-assisted journeys. The redesign included a full responsive web experience, dedicated plan pages, and a new mobile interaction pattern using intuitive tabs. The Challenge The existing pricing page was underperforming. Conversion rates were low, user confusion was high, and mobile users were dropping off at alarming rates. Key challenges: Users couldn’t quickly understand the plan differences The feature table was hard to scan and overwhelming The mobile experience was broken — more than 60% of users dropped off before interacting Enterprise buyers didn’t have a clear CTA or trust signals to push them toward Sales We needed a pricing experience that was frictionless, scalable, and aligned with our evolving product […]
Read More ›
Redesigning HP Service Center: Making Printer Fleet Management Effortless
Feature: HP Service CenterCompany: HP Project overviewHP Service Center (SC4C) is a desktop and mobile platform used by HP resellers and service engineers to monitor fleets of large-format printers worldwide. I worked on a full UX overhaul of the Dashboard, Device Page, and Printhead Page to simplify workflows, reduce reaction times, and improve visibility into printer status and maintenance. Problem The existing interface suffered from multiple usability issues: A global map view was loading slowly and added little value for users focused on local fleets. Key information was buried or fragmented, requiring users to dig for alerts or service tasks. The Printhead page was visually dense, with graphs that were hard to interpret. Navigation between sections lacked clarity, slowing down workflows for common tasks. Research & Discovery We conducted interviews with HP resellers, engineers, and internal product teams. Through affinity mapping and task analysis, we identified key user needs: Immediate visibility of devices requiring attention Quick filtering and sorting by client, device type, and urgency Faster navigation across key service tasks like maintenance, warranty, and troubleshooting Better mobile performance for technicians working in the field Design Strategy Our approach focused on reducing time to insight, increasing task efficiency, and elevating the […]
Read More ›
Bookify: Your Next Great Read, Easily Found
🧠 Project Overview Bookify is a mobile app designed to help users discover and enjoy great books effortlessly. Built using a design thinking approach, the project focused on solving a widespread problem in the digital reading space: how do you find a book you’ll actually love? This case study covers the full product design cycle—from competitive research to user interviews, idea validation, prototyping, and visual design. ❌ The Problem While analysing discontinued book apps like Oyster and Entitle, and reviewing current players such as Kindle Unlimited, Scribd, and Goodreads, two consistent pain points emerged: Discoverability Gap – Readers struggled to find books that matched their tastes. Recommendation engines were often too generic or based on popularity rather than true user preference. Poor Reading Experience – Most apps had unintuitive interfaces that detracted from the reading experience, especially on mobile devices. 🔍 Discovery & Research We defined four core use cases based on user interviews and market gaps: Find: “I want to easily discover books that match my preferences.” Read: “I want quick access to high-quality books on my phone.” Adjust: “I want full control over the reading experience.” Pick Up: “I want to resume my book from any device, anytime.” […]
Read More ›
Designing a Trusted Hub for Crypto Enthusiasts
Token Daily is a platform that curates news and products in the fast-moving world of crypto and blockchain. My role was to lead the product design strategy — from research and ideation to vision-setting and implementation — to help transform the platform into a trusted, go-to source for professionals and enthusiasts alike. This wasn’t just a UI refresh — it was a full strategic redesign to solve an urgent problem: users were overwhelmed by noise and misinformation, and struggling to find trustworthy insights to guide investment decisions. Opportunity & Strategy: The Challenge Crypto users were spending too much time across fragmented platforms, uncertain of what to trust. Token Daily needed to go beyond aggregation and become a destination: a place where users could discover valuable insights without sifting through spam, shills, or trolls. Our Research ApproachWe kicked off with an in-depth discovery: Benchmarking top competitors and content platforms User interviews with early adopters, crypto investors, and financial analysts Affinity mapping to distil patterns and pain points Key Insight The real problem wasn’t content scarcity — it was trust and noise. Users wanted: First-source, credible information Efficient signal-to-noise filtering A sense of community and belonging in a fast-paced ecosystem Framing the Design […]
Read More ›
BeastGig: Helping Emerging Musicians Organise Sold Out Shows
Role: Principal Product DesignerProject Type: B2C mobile app (MVP)Scope: End-to-end design (UX research, strategy, IA, wireframes, testing, UI)Duration: 6 monthsTools: Figma, Maze, Marvel, Miro 🧠 The Challenge How can we help emerging musicians, who lack resources, visibility, and support, organise profitable live shows and grow their fan base? While music streaming is accessible, gigging remains inaccessible and risky for new artists. They often face: Empty venues Financial losses Booking complexities Limited label support Low visibility despite fan interest I set out to design a product that flips the equation, making it easier for artists to book shows, sell tickets, and engage fans directly—with everyone winning in the process. 🔍 Discovery & Research 🧑🎤 Stakeholder Interviews To uncover pain points from all sides of the live music ecosystem, I conducted 32 in-depth interviews with: 17 musicians (emerging to established) 6 independent labels 5 venue owners 4 fans who attend >2 shows/month I also developed separate interview guides for artists and labels. Key research questions included: “What barriers prevent you from organising live shows?” “What’s your current booking and promotion process like?” “What would make it easier to grow your local fan base?” 🧭 Key Insights Using Affinity Mapping, Mind Maps, and […]
Read More ›
