Calibris
Unveiling the essence of a beloved app by distilling its features to their core value.
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introducing the opportunity
Calibris is a tech-first startup that has always prioritized technology. To take things to the next level, they recognized the need to enhance their product focus. With a product that already met user expectations, they aimed to elevate it further. The potential for transformation was exciting.
Together, we embarked on a journey to transform the product into an engaging solution, fueled by a few key changes and guided by an innovative product model.
Our mission was clear: to create a product that users would truly love and that would unlock growth opportunities through enhanced retention.
Together, we embarked on a journey to transform the product into an engaging solution, fueled by a few key changes and guided by an innovative product model.
Our mission was clear: to create a product that users would truly love and that would unlock growth opportunities through enhanced retention.
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getting up to speed
Before diving into product features and metrics that could bias my fresh perspective, I immersed myself in the industry and problem space. No assumptions, only one guiding question : What core problem are we solving? I stepped into the customers world, navigating closed communities, open forums, and conducting in-depth interviews and analogical experiences, keeping empathy at the heart of my discovery. This understanding allowed us to articulate the product portfolio around three core jobs, confirm its market fit, and reposition it within the market landscape.
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Building the skeleton
As the first product designer, I tackled the basics by building a simple skeleton of colors, typography, and components. This established the app’s visual identity, brought much-needed consistency, and eliminated the 'white page' syndrome. This foundational work allowed us to pivot quickly, focusing on discovery without getting stuck on aesthetics.
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Narrowing the focus then scaling up
We aimed to transform the entire user experience by honing in on the core and expanding from there. First, we needed a holistic view to understand the current state of behavior and usage. We mapped the entire customer journey, detailing every workflow, segmenting product features, and analyzing usage metrics.
Next, we focused on the core value. We simplified the flow experience, removing friction, while highlighting and gamifying what delivered the most impactful value. For proprietary reasons, I’ll illustrate this with the home redesign: we discovered that while the charts were visually appealing, they distracted users from what was most important: understanding their next steps right after logging in. So, we shifted our focus to spotlight these key actions, limited the view to the current and previous months, and moved historical data to the statistics page.
Next, we focused on the core value. We simplified the flow experience, removing friction, while highlighting and gamifying what delivered the most impactful value. For proprietary reasons, I’ll illustrate this with the home redesign: we discovered that while the charts were visually appealing, they distracted users from what was most important: understanding their next steps right after logging in. So, we shifted our focus to spotlight these key actions, limited the view to the current and previous months, and moved historical data to the statistics page.
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Sprinkles on the cake
After simplifying the workflows across the entire product portfolio, we were ready to iterate on the design. With a solid foundation in place, it was time to add the fun craft that would elevate the entire experience. We took joy in refining the design at every touchpoint, down to the last pixel.
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