Response Inc - Platform Redesign

As the Founding Product Designer, I led the redesign of Response Inc (YC S20), an e-commerce procurement platform. The redesign helped them sign new enterprise customers, increasing our customer base by 60%, and doubling customer spend on the platform as a result.

my role

Founding Product Designer

Duration

4 months

THE TEAM

Founding CEO

Founding CTO

1 Front End Engineer

Processes

User Research

Journey-Mapping

Product Strategy

Whiteboarding

Low & Hifi Prototyping

Wireframing

Interaction Design

Launch and QA Testing

Problems & Market Opportunities

Customers spend hour placing orders from multiple vendors, with their orders further delayed by manual internal approvals and accounting processes.
Response’s product required a lot of manual input and wasn’t tailored for large customers with multiple teams & locations.
Product UX didn’t match existing customers' mental models of their org structure.
Customers were confused about who had access to specific product lists because the navigation of product lists and folders wasn't intuitive.

Response's old UI: a Product List-focused UI layered on top of an e-commerce search engine

Solution

A centralized purchasing platform that controls and optimizes spend for warehouse teams.
A redesigned navigation and primary workflows to give the product a "Command Center" feel for controlling spend.
Redesign the core product workflows to enable warehouse managers to control who buys what on different teams and warehouse locations.‍

“Response has transformed our procurement process. The time savings alone make it worthwhile, but the real value lies in the visibility and control we now have over our spend. Our managers are more efficient, our accounting team is happier, and we're running a leaner operation overall..”

– STERLING WESTFALL, HEAD OF OPERATIONS, NIMBL FULFILLMENT

Public Product Launch and Impact

LAUNCH DAY

The redesign enabled us to exit Beta and announce our public launch with a big marketing campaign.
I ran one of the marketing campaigns for the launch by designing, sourcing, managing production of and mailing out 52 custom vests to current and prospective customers.
Hundreds of likes and high engagement on our LinkedIn Launch day post.
Dozens of people shared content about Response on LinkedIn after receiving these vests

Product impact

The redesign increased existing customer activity and enabled us to onboard more users at multiple warehouse locations.
Enabled us to sign larger customers and grow our user base by ~60%.