IT Yug
Overview
At IT Yug, I led the design for Ilobeau Beauty Magazine’s mobile application, which leveraged social media and websites to optimize advertiser benefits while minimizing server demands. As lead designer since early 2015, I collaborated closely with developers to streamline the app’s capabilities, enhance usability, and design a more effective retail site, improving conversions. I also led a team of seven designers, developing flexible design systems, conducting user research, and delivering prototypes and storyboards that ensured clear design direction and precise product completion.
Research
To effectively scope projects and adhere to defined parameters, I began this collaboration by conducting a thorough discovery to identify the client’s specific needs and accurately estimate timelines for design solutions. Once aligned through video calls, I led design explorations that revamped the logo and website, ultimately creating a streamlined retail site that shifted the business focus towards brand growth and successfully increased conversions.
Market Comparison For Digital Magazines
Wireframes
The user interviews offered key insights that informed improvements to the wireframes, enhancing the user journey for greater satisfaction. I developed the initial high-fidelity wireframes, incorporating the interview feedback, and presented them for stakeholder and legal review. Testing the updated flows with both returning and new users yielded positive results, validating the approach and paving the way for the design of further user flows.
Sketch Wires
LowFi Wires
Final Wires and Handoff
User feedback was overwhelmingly positive. We conducted interviews with five users—three returning participants and two new ones—who commended the smooth navigation and overall journey, offering small suggestions for improving user understanding. Based on this input, stakeholders gave the green light to proceed with wireframe development. I then introduced color to the design, enhancing visual clarity, highlighting important elements, and making the interface more intuitive and user-friendly.
Wire to Website UI Lifecycle
Wire to Mobile Application UI Lifecycle
Challenges
As the design lead, managing a global team of designers and developers across different time zones was a challenge, requiring precise coordination to meet deadlines. Communication delays often created pressure, especially when aligning feedback and handoffs. Stakeholders unfamiliar with the design process added to the complexity, as their expectations didn’t always match the realities of product development. I had to balance educating them on the iterative nature of design while managing their demands. Despite these obstacles, the team successfully navigated the challenges, delivering a product that aligned with both user needs and business objectives.