Designing an intuitive user interface for AWSM: A white label SaaS App
My Contribution
Product strategy
User research
Product design
The team
1 × product manager
2 × product designer
5 × engineers
Project Overview
AWSM is a platform that simplifies the process for companies to share equity with their customers.
Similar to Venmo, but with ownership, instead of cash. My primary focus for AWSM's added 'Actions' feature was to design an intuitive user interface that enhanced the overall notification experience, in order to help facilitate active engagement within the app. Take a look!
Process
Understanding the opportunity
The team at AWSM quickly recognized a gap in their offering—there was no dedicated space to highlight the various ways users could earn equity. This missing feature in the user flow presented a challenge for driving engagement and participation.
My Approach
I addressed this challenge using a user-centered approach, while collaborating closely with the product team and stakeholders.
I set clear objectives for the new feature. The app needed focus on user tasks, implementing a point system to reflect value, and introducing a visual indicator for earning periods. I described these as 'seasons'.
Designing for Simplicity and Usability
Using Figma, I explored multiple layouts and design solutions. I like to prioritize simplicity and ease of use. I reutilized existing components to streamline development, and introduced a filtering system to organize various activity types. This would ensure seamless navigation and engagement within the app.
Gamification and Information Architecture
I integrated gamification elements as a popular way to boost engagement. Encouraging friendly competition and community within the app, I created a leaderboard.
After applying information architecture principles to create a clear and organized layout, this instantly allowed users to quickly find and participate in equity-earning opportunities.
Original wireframe of the chosen layout.
My final UI for the Actions feature in AWSM.
Outcome
The Impact
The launch of this feature significantly enhanced AWSM’s ability to showcase its core offering. Demonstrating the success of this user-centric design, within the first month, over 20 clients were onboarded.
Looking Forward
While the current solution provides a strong foundation, there’s always room for improvement.
Future iterations will focus on differentiating activity types with distinct styling and icons, making the experience even more visually intuitive. This project reinforced the value of iterative design and a user-focused approach, lessons that will guide my future design work.
