Phaseo
Phaseo is a mobile app for creatives in the small-business industry. I led the design of product development efforts.
Time 2021 Role Product Designer
Tools Figma, FigJam, Adobe Illustrator Contributions Mobile App
The problem space
Casual conversations in my community revealed creative small-business owners experience stress and anxiety connected to the time-consuming tasks of growing small-businesses.
Qualitative interviews, and competitive analysis gave rise to calculated instinct as successful methods to discover root causes of the problem space.
I found that people experienced time constraints and disinterest in learning to use current project and CRM tools due to busy schedules and financial limitations.
Setting goals
Save time to focus energy on better business processes, passion projects, and personal lives.
Simple and affordable project and client management, generate revenue, and establish brand awareness.
Control project workflows and easily communicate with clients.
Provide a platform where users feel empowered and at ease when growing their creative small-businesses.
My goal was to develop a product that provided user-centric solutions to simplify complexity, improve usability, and encourage tool adoption.
Creative small-business owners are the North Star
Creatives and small-business owners that offer various products and services
People looking to commission products or services from through an in-app marketplace
Anyone wanting to browse and shop for products and services from an online marketplace
Big Picture Storyboard
Close Up Storyboard
Crazy 8s
and value props
A user-friendly experience designed for quick goal completion and decision-making.
Considering devices used by interviewees, a straightforward mobile app that’s affordable.
Workboards designed to streamline brainstorming by segmenting ideas in each project phase, for a seamless workflow.
In-app communication to foster effective collaboration between users and clients in a project lifecycle.
Empower users to generate revenue through an integrated in-app eCommerce marketplace.
Enable users to personalize their online shops for enhanced brand visibility within the marketplace.
Enhance user retention with a visually captivating identity and an intuitive marketplace tailored for creative exploration.
Promote ethical online shopping experiences by steering clear of dark patterns and ensuring data transparency for users.
Divergent design ideas
I developed design concepts centered around time efficiency, addressing project management challenges, enhancing stakeholder-client communication, and empowering users through an eCommerce marketplace.
Organizing multiple features
A sitemap for the product’s information architecture delineated each feature as its own ecosystem. This approach ensured a cohesive structure to prevent disorganization and facilitating seamless wayfinding.
Based on the information architecture, I designing prototypes for testing and feedback at low-fidelity and high-fidelity stages to understand usability.
Brand influences perception
Ubiquitous and Expressive
A brand and product visual identity system that speaks to the expression of creative intellect and grand ideas.
Making creative work easy
Phaseo is all-in-one standalone mobile app tailored for creative small-business owners. It simplifies work, empowering users to seamlessly grow, market, and monetize their businesses through a user-friendly platform integrating project management, CRM, and eCommerce functionalities.
Streamlined project management for creative professionals. Define scopes, create to-do lists, and manage finances. Focus on important tasks throughout each phase for a seamless process.
Generate project-specific invoices. Set due dates, define product quantities and discounts, and easily share PDF versions—eliminating the need for multiple tools.
Direct communication between users and clients. Utilize the RichText Editor to add or reply to comments, facilitating smooth interaction for addressing questions, brainstorming, providing updates, and scheduling alignments.
Create a customizable no-code shopfront to elevate your brand presence on the Phaseo Marketplace. Showcase and sell products and services with ease, reflecting your unique brand identity.
An MVP prototype was tested in early wireframe stage, providing data that positively affected the second iteration of the app. Affinity maps and questionnaires recorded behavior and sentiment for 5 participants and 3 user flows.
Success was measured through task completion time and SUS scores. Testing goals included assessing participant behavior and feelings about product usefulness, usability, efficiency, sastisfaction, and productivity.
Indifference
Increasing save time
Data collected from usability studies guided areas of improvement. I also aimed to optimize UX by gathering feedback from participants and peers during the high-fidelity prototype stage, building on measured success.
Leaning into simplicity by avoiding feature bloat and reducing the number of choices made by users positively influenced later product iterations.
Positive feedback about the aesthetic of the user interface
Increased time saved during project management
Ability to create, read, update, and delete content in the app (CRUD functions)