As Senior UX UI Designer at BrandLock since 2023, I lead the design evolution of their e-commerce analytics and optimization platform. My role extends beyond traditional design boundaries – driving research initiatives, shaping design thinking processes, and delivering strategic solutions.
I chose BrandLock for its unique opportunity to shape design culture and drive meaningful impact in e-commerce optimization. Coming into a growing team with offshore design partners, I saw the potential to establish robust design practices and leadership. At BrandLock, I regularly...
Lead design meetings and team demos
Optimize design-product workflows
Mentor designers and engineers
Set design quality benchmarks
Drive user research initiatives
Shape product roadmap strategy
Bridge cross-team communication
Scale design system adoption
Support marketing and client needs
I collaborate with the product team to tackle complex user problems head-on. My work goes beyond just making things look good – I create solutions that make sense for both users and the business.
When I first joined the team, I noticed we were adding features based mostly on internal discussions, without much input from our users. While our process worked, we were missing real feedback about how user actually used our product. I saw this as a chance to bring customer voices into our development decisions.
I kicked off research focused on our analytics tool, digging into user feedback and workflows. Through interviews and data analysis, we uncovered some clear pain points: inconsistent UI elements, confusing navigation, and user flows that made it hard to access key features. These insights not only shaped how we approached the dashboard redesign but also sparked ideas for new features that solved real problems, helping us revamp our main dashboard and opening doors for innovations like:
When I started at BrandLock, the team was exploring ways to build a system for tracking coupon performance across different websites. I jumped in by researching the space and sketching out initial concepts, often starting from scratch to match what the team needed.
The tool we built now tracks over 12,000 coupon sites, giving businesses control over their coupon distribution. Users can shut down incorrect coupons, stop leaks, and manage publisher communications in one place. I owned the end-to-end design process - from user research and flows to UI development and maintaining our design system. This work tied back to boosting BrandLock's core product.
BrandLock's analytics platform serves multiple e-commerce revenue verticals, supporting over 60+ top tier e-commerce websites and clients. This made the platform redesign a critical initiative to enhance its effectiveness. The primary goal was to transform the dashboard experience, enabling businesses to better understand and optimize user behavior while preventing revenue leakage.
By prioritizing user onboarding, customization, and responsive feedback, the revamped platform achieved significant improvements in B2B user satisfaction and engagement. These changes not only streamlined the user experience but also empowered businesses to make data-driven decisions with greater ease.
This project shifted how we approach design as a company. We now make decisions based on user research, and I got both our product and data teams involved in the design process. Looking back at my first year, it's cool to see how far our design culture has come.