OBSERVE
Intentionally designing usable yet, creative interfaces
Specialising in App and Web design for B2B and B2C companies
CREATE
EMPATHISE
OBSERVE
CREATE
EMPATHISE
OBSERVE
CREATE
EMPATHISE
OBSERVE
CREATE
EMPATHISE
OBSERVE
CREATE
EMPATHISE
OBSERVE
CREATE
Hello, I'm Elaine
For over 4 years I've been specialising in App and Web design for B2B and B2C SaaS companies.
I've focused on topics such as customer retention, conversion metrics and improving overall experiences.
Furthermore, having a background in commerce, front-end development and visual design helps me collaborate with every stakeholder throughout the design process as I’m able to connect with their translation.
Check out my testimonials so you know what I can bring to your team.
Projects
Email marketing promotion activation (app)
Increasing app purchase rates by allowing customer to activate and shop promotions
Challenge
-
Ship a template that Marketing could use for their next email promotion in <1 week
-
Refreshing the web experience to be responsive on mobile app
My role
-
Design lead (app squad) collaborating with Senior PM, Engineers, Engineering Manager and Marketing
My impact
-
Designing an end to end experience that taught customers about the promotion and the steps taken to activate and shop the offer
-
Hosting feedback session with Marketing to understand what is feasible for them to implement
-
Showcasing alternative options/solutions
Results
-
Purchase rates increased from 20% to 36%
-
Conversion rates increased from 54.7% to 87.3%
Uplifting the app shopping experience
Uplifting the app shopping experience to increase purchase and conversion rates
Challenge
-
Customers were refraining to use the Cashrewards app as they found the shopping experiencing limiting
-
Relied on web to make purchases instead as UX was favoured
My role
-
Design lead (app squad) collaborating with Senior PM, Engineering, Tech Lead, Business Admin and Design systems designer
My impact
-
Conducting and synthesising NPS data and customer interviews to uncover PTBS
-
Designing and end to end experience allowed customers to shop similarly to web (multiple tabs)
-
Developing a first phase for the project that was feasible for Engineering and Product to ship
Results
-
First phase shipped 2024
Reducing churn by improving post conversion support
Revitalising onboarding and account set up methods to reduce churn
Challenge
-
Understand why customers were unsubscribing from Deputy
-
Designing a solution that would prevent them from churning
My role
-
Design lead (growth squad) collaborating with Principal PM, Senior Engineers, Engineering Manager, Customer Success, Sales and Marketing
My impact
-
Designing an end to end experience that better showcased the robustness of Deputy
-
Teaching customers step by step how to set up and use automation features
-
Hosting workshops with Customer Support/Success, Sales, Product, Design and Engineers to gain stakeholder input
Results
-
Customers felt more supported and can see the value of Deputy once they have set up more automated workflow
-
Minimised workload of CS, Sales and Support freeing up their time for more complex interactions
Time clock
Making time tracking available and responsive on every platform
Challenge
-
Deputy needed a way to make time tracking widely available on every platform. Sales was losing many deals by not having this option.
-
SLT needed this completed ASAP
My role
-
Design lead (growth squad) collaborating with Principal PM, Senior Engineers, Engineering Manager, Director of Growth and Director of Product Design
My impact
-
Hosting workshops with Engineering, Product and Design to gain stakeholder input
-
Designing an end to end experience which allowed employees to clock in and out for shifts and record breaks/notes
-
Creating new assets for the design system
Results
-
April 2023 - 120 000 employees using Time Clock to track their shifts
-
April 2023 - 400 businesses implemented time clock