Improving Product Perception and Consistency Through Redesign
I led the redesign of TuneCore's entire product experience to establish brand consistency, modernize outdated UI, and improve usability. Over 30 pages were re-styled, while data-driven usability improvements were made to key flows including account creation, login, the user dashboard and global navigation. The redesign led to lasting improvements in user satisfaction, with artists consistently sharing positive feedback across support, social, and direct channels for years following launch.
Project Overview
Challenges
- •UI clutter
- •Lack of feature prioritization
- •Inconsistent styling
- •Outdated design
Solutions
- •Improved layout efficiency
- •Data-driven feature prioritization
- •Brand-consistent styling
- •Up-to-date UI
Impact
- •Positive direct user feedback
Research & Discovery
To understand user needs, we leveraged user behavior data from Google Analytics and heatmaps from Lucky Orange. Our top visited pages and most clicked UI helped determine what features needed to be readily available and prioritized for the user. In addition to this, we gathered feedback from support tickets, internal stakeholders, and also analyzed competitor experiences.
Lucky Orange heatmaps showing most clicked navigation items
Google Analytics high-traffic pages guiding dashboard features
Design Process
User Stories
Identified user segments and scenarios
Information Architecture
Restructured navigation and content hierarchy
Wireframing
Created lo-fi wireframes
Prototyping
Applied styling and built hi-fidelity interactive prototypes
Developer Handoff
Handed over prototypes with detailed specs and CSS
Cross-functional Collaboration: Since this project touched almost every aspect of the product in some way or another, we prioritized gathering stakeholder feedback between each step to ensure alignment and informed decision-making.
Key Improvements
Before: Login page with outdated UI, inconsistent branding
After: Login page with improved visual design and brand consistency
Before: Leads dashboard cluttered with CTA, unclear hierarchy and inconsistent styling
After: Leads dashboard with clearer CTA hierarchy and brand-consistent styling
Before: Old navigation menu with annotations marking redundancy and repetition
After: New navigation menu, cleaned up and re-organized based on user behavior data
Before: User dashboard with inconsistent styling, lack of visual hierarchy and action-prioritization
After: Redesigned dashboard with improved visual hierarchy, efficient use of space and data-driven content
