SaaS Talent Matching
Redesigned B2B SaaS platform to enhance usability and brand perception, combining research-driven UX improvements with a modernized visual identity.
✦ Challenge
Objective
Enhance the experience for all key user roles—Clients, Vendors, and Administrators— by making workflows intuitive, transparent, and efficient while building trust and engagement.
Business Challenge
As platform adoption increased, Clients struggled to find top talent efficiently, Vendors faced friction when offering candidates to projects, and Administrators needed better tools to manage data and monitor platform activity. The platform also required stronger branding and user engagement strategies.
Design Goal
The goal was to streamline workflows for all roles without increasing cognitive load, actively involve busy end-users in research for practical insights, establish a research-driven foundation for UX and design, integrate AI-driven features for efficiency, and maintain a cohesive brand identity across the platform.
✦ Team
I served as the sole design lead while working closely with Service Owner, Development team, and a Marketing agency partner to ensure alignment across business and technical objectives. Regular design critique sessions and feedback loops with stakeholders allowed continuous validation of role-specific flows, from Clients and Vendors to Administrators.
✦ Approach
Research & Discovery
The process began with expert evaluations to identify usability, accessibility, and visual consistency issues. Accessibility testing was performed using WAVE and Google Lighthouse to ensure inclusivity. User research included interviews with each role type and in-app feedback collection, providing insights into pain points, workflows, and priorities.
Synthesis & Insights
Collected data was synthesized into actionable patterns that informed wireframes and iterative prototypes. Insights were mapped to business goals to ensure the design delivered value for all roles.
Prototyping & Validation
Low-fidelity wireframes were developed and refined through regular critique sessions. High-fidelity prototypes were tested with users and shared with stakeholders for continuous validation before development handoff.
Measuring Success
As part of the design approach, I used How Might We (HMW) questions as guiding principles to track the impact of my work. By actively involving end-users in research, I built empathy and trust, laying a solid foundation for informed design decisions. Tackling feature improvements in small, iterative steps allowed me to enhance the overall user experience while successfully integrating UX value across the organization.
✦ Decisions
Role-Specific Workflows
Critical decisions included differentiating the experience for Clients, Vendors, and Administrators, ensuring each had tailored dashboards and clear workflows aligned with their responsibilities.
AI-Powered Enhancements
A key design decision was to make AI-driven candidate recommendations actionable and easy to interpret for both Vendors and Administrators. I focused on creating intuitive dashboards, prioritizing relevant candidate information, and designing clear visual cues for match quality and availability. By translating complex AI outputs into a user-friendly interface, I enabled faster decision-making, reduced manual effort, and increased overall workflow efficiency, ensuring the technology delivered tangible value to end users.
Simplifying Processes
Candidate management and feedback submission were simplified, allowing Vendors to submit efficiently, Clients to review quickly, and Administrators to oversee activity without friction.
Brand Integration
A cohesive brand identity was applied consistently across platform interfaces and marketing materials to enhance credibility and engagement.
Strategic Alignment
Every choice balanced user needs, business goals, and brand identity, creating a cohesive and effective digital experience that supports AMSA’s growth and credibility.
✦ Designs
Initial Wireframes
I developed early-stage wireframes and low-fidelity prototypes to validate workflows and user interactions, setting a strong foundation for intuitive, AI-enhanced experiences across Clients, Vendors, and Administrators.
High-fidelity Designs
Interactive prototypes were delivered for all user roles, incorporating role-specific dashboards, workflows, feedback mechanisms, and AI-driven candidate recommendations.
Development Handoff
Designs were translated to developers with clear documentation and specifications, ensuring visual and functional fidelity during implementation.
Marketing & Brandign
Landing pages and social media campaigns were designed to align with the platform’s new look, strengthening the brand presence while promoting user engagement.
✦ Impact
User Experience
Clients experienced smoother access to top candidates, improving satisfaction and trust. Vendors engaged more efficiently with projects, and Administrators gained enhanced visibility and control through intuitive dashboards and AI-powered candidate recommendations.
Efficiency Gains from AI
The AI-driven candidate matching reduced manual search and filtering time by an estimated 30–40%, enabling Vendors and Administrators to process more candidates in less time, significantly improving operational efficiency.
Strategic Value
The integration of research-driven UX, brand design, and AI-powered features improved platform adoption, reinforced trust, and laid the foundation for long-term improvements.
Metrics & Feedback
User feedback confirmed higher usability and satisfaction. Social media campaigns achieved increased engagement and recognition, validating the design and strategic impact of both UX and AI enhancements.
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