As the Founding Product Designer, I led the redesign of Response Inc (YC S20), a procurement automation platform, which scaled up the product for existing customers and enabled them to launch publicly for the first time and sign new customers.
my role
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.
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 customer activity and enabled us to onboard more users at multiple warehouse locations.
Enabled us to sign larger customers with multiple wareshouse locations.
