OUR ROLE

Led the UX and UI process as Product Owner, driving researchers, UX, and UI designers to enhance the service. Focused on optimising message discovery and quick replies, balancing backend management with seamless front-end UX.

RESEARCH & ANALYSIS

A deep competitive analysis of native and non-native applications provided key insights, identifying gaps in market solutions and opportunities to streamline quick messaging experiences.

EXPERIENCE STRATEGY & VISION

Focused on optimising user flows and Red Routes, reducing steps, clicks, and complexity. The strategy prioritised efficiency, ensuring seamless interaction and faster task completion.

STRATEGIC PLANNING & SCOPE

Collaborative planning with all stakeholders helped identify risks early, streamline decision-making, and define a clear roadmap—minimising inefficiencies and ensuring a smooth execution.

OVERSIGHT & COORDINATION

Worked closely with CTO, backend leads, and developers to translate UX/UI into a functional product. Developed a structured design handoff process to streamline remote team collaboration.

USER FEEDBACK & WORKSHOPS

Established a structured feedback loop, ensuring alignment on feature objectives. Workshops facilitated deeper understanding and iterative improvements based on real user insights.

PROCESS
EMPATHISE – DEFINE – IDEATE – PROTOTYPE – TEST

THE CHALLENGE

IMPROVE THE MESSAGING EXPERIENCE

Less clicks, Send and track ready-made messages in one quick go

EMPATHISE

The Problem + Value proposition

Usually people struggled with quick replies during busy moments, highlighting a need for an efficient, intuitive solution to streamline short-message responses.

DEFINE

Based on the observations, insights.

DEFINE

- 75% of users respond with three words or fewer.
- Quick replies feel tedious and inconvenient to type.
- Common responses include "OK," "Right," "OMW," and "Call you later."
- Users actively seek apps that help them save time.
- Picking up the phone for short replies is seen as a hassle.
- Users categorise responses into three main types: Friends, Business, and Love.

IDEATE

At this point, we realised what the problem was and who we were designing for

Workshops simulated real-world "busy times," generating innovative solutions through collaborative brainstorming. Insights revealed users rely on three message types—Love, Friends, and Business—guiding the direction of quick-response functionality.

Following Brainstorming principles from IDEO:

Defer judgement. Encourage wild ideas. Build on the ideas of others. Stay focused on the topic. One conversation at a time. Be visual. Go for quantity.

PROTOTYPE

Every prototype was based on a set of hypotheses

Prototypes validated key hypotheses, testing functionalities in real-world busy contexts. User feedback prioritised essential features, refining the strategy and guiding decision-making.

Wireframes

TEST

Testing behaviors, not opinions

Tested real-world behaviours, not opinions, to validate design effectiveness. Observations showed users engaging primarily with the lower 50% of the screen, informing key usability refinements.

Prototype on Invision

User Flow and Red Routes

API INTEGRATION & FINAL EXECUTION

Pulling The Trigger

After extensive research on competitor Red Routes, the solution streamlined quick-message tracking and sending, delivering a frictionless, high-efficiency user experience.

6

Workshops

125

Wireframes

9

Prototypes

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