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TRR - UX designer ⎯ web app

Evaluate the economic feasibility of a business idea, enabling informed decisions for future success

I collaborated with specialists to transform an existing tool into a more user-friendly digital service, refining user flows to enhance accessibility and effectiveness. I designed and prototyped a solution for aspiring entrepreneurs, continuously iterating based on user feedback. During implementation, I ensured design alignment through reviews and hands-on support. As we prepared for launch, I worked with stakeholders to ensure smooth delivery and cohesive messaging and a planfor how to continuously analyse user behaviour to identify areas for improvement.
Background
TRR took a significant step forward by introducing an Excel sheet to help aspiring entrepreneurs evaluate the economic feasibility of starting a business. While the tool was appreciated for its thoroughness, users encountered several challenges. The spreadsheet’s complex structure made navigation difficult, hindering their ability to extract key insights efficiently.

Access was restricted to specific devices as a downloadable file, limiting flexibility – a critical need for modern entrepreneurs who often work across multiple platforms. Additionally, the design lacked the intuitive experience users expected, resulting in a steep learning curve and increasing the risk of data entry errors.

These pain points underscored the need for a more accessible, user-friendly solution that could streamline the assessment process and enhance usability across devices.
My contribution in this initiative
  • Research
    I initiated this project by collaborating with the responsible team to inventory the existing solution, identifying key elements that could be adapted into a more user-friendly digital service. Our goal was to maintain the depth and accuracy of the original tool while significantly enhancing the overall user experience.

    In parallel, I worked on refining the user flow, ensuring it aligned with our conceptual vision before moving into the design phase. This approach allowed us to streamline the process, laying a solid foundation for a solution that was both intuitive and effective.
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  • Design, prototype and test
    With the story map as a foundation, I designed a new digital solution to help aspiring entrepreneurs assess the economic feasibility of starting a business. Throughout the process, I collaborated closely with product development teams and engaged users to gather feedback and insights.

    This iterative approach allowed me to refine the design continuously, ensuring it addressed user needs and was ready for smooth implementation.
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  • Implementation
    During implementation, I worked closely with developers by conducting design reviews and providing ongoing support to ensure accurate execution of the design. I also collaborated with the content team to create designs that complemented the new tool, ensuring clarity and cohesion. This hands-on approach helped align the final product with the original design vision and enhanced the overall user experience.
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  • Go live
    As we approach the launch, I work closely with the product owner, content creators, and development team to ensure the smooth delivery of the improved experience. My focus is on aligning all elements to create a cohesive and user-centered solution, setting the stage for strong user engagement and long-term success with the service.
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  • Post launch
    As we prepare to ship the solution, I work closely with the product owner, UX content creator, and other key stakeholders to ensure a seamless product launch. I contribute to crafting the key messaging and shaping the narrative, laying the foundation for the product's long-term success.
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  • Continuous improvements
    Once the metrics were in place, it became evident that while users navigated the wizard easily, a recurring pattern emerged – many users frequently returned from the final results page to earlier steps. This behaviour indicated that users explored different scenarios, adjusted their inputs, and re-evaluated the outcomes multiple times. This insight highlighted a need to enhance the experience by making scenario adjustments more intuitive and seamless, allowing users to iterate without disrupting their flow.
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