During my tenure at Fortress, I encountered numerous challenges that required innovative solutions, grounded in solid UX/UI principles. My approach involved leveraging user data obtained through various means, constantly refining strategies and conducting thorough research to achieve better results. This iterative process included extensive testing and adjustments to ensure the best possible user experience.
Given the vast scope of the product, strategies often needed to adapt to changing circumstances. However, due to the proprietary nature of Fortress's processes, I will only showcase select aspects of my work. These examples will illustrate my skills and experience in UX/UI design without revealing the full extent of the product's development.
Throughout my time at Fortress, I faced several significant challenges, but I will focus on two of the most critical:
Engagement and Retention: One of the primary challenges was enhancing user engagement and retention. The goal was to create a more enjoyable experience on the portal, providing users with various opportunities to earn points, which in turn allowed them to access more rewards and benefits. This challenge required constant innovation to keep users motivated and returning to the platform.
Feasibility and Visibility: Another recurring issue involved the platform's usability, particularly concerning accessibility. Many users encountered difficulties due to color impairment issues or struggled with interface elements, such as small buttons or images, that hindered their interaction with the portal. As a UX designer, addressing these issues was crucial to ensuring that the platform was accessible and user-friendly for all fans.
Once the problems were identified, I developed a strategic approach that involved:
Data Collection: Gathering comprehensive user data to understand the underlying issues.
Project Timeline Design: Establishing a structured timeline that incorporated cycles of Research, Design Iteration, Testing, and further Design Iteration. This iterative process was essential to refining the user experience and ensuring that each solution was thoroughly vetted before implementation.
This phase involved in-depth user research using tools like Google Analytics, heat maps, and user interviews to gain insights into user behavior, needs, and pain points. After analysing this data, I began iterating on the current design, creating wireframes and prototypes that addressed the identified issues.
These designs were then tested internally with cross-functional teams to gather feedback. Based on this feedback, I continued to iterate on the design, refining it until it met the desired outcomes for user experience and satisfaction.
Each project presented unique challenges and required tailored solutions, but some of the most notable outcomes include:
User Satisfaction & Retention: Set a target to increase user satisfaction and retention by at least 60%. This goal was consistently met, resulting in significantly improved user engagement.
User Growth: Aiming for a 30% increase in user growth, I achieved a higher-than-expected growth rate of around 50% in most clubs, demonstrating the effectiveness of the strategies implemented.
Revenue Growth: The target for revenue growth was set at 40%. While this was achieved in many scenarios, in some cases, revenue growth reached up to 50%, although some projects saw an increase of around 30%, reflecting the varied nature of the challenges and solutions applied.
These results highlight my ability to drive meaningful improvements in UX/UI design, contributing to the overall success of the platform and enhancing the fan experience.
