The existing product design had become outdated, both visually and structurally. The initiative for a redesign was started by our CPO, and I took the lead in guiding the process together with two medior designers. Our goal was to define a clear design vision and concept that went far beyond aesthetics.

We grounded our approach in mental models, psychological principles, scalability, performance, accessibility, and aesthetics with meaning. The guiding principle throughout was Form Follows Function.

Through desktop research, we explored how users think, act, and process information. We looked at proven design principles and existing mental models that fit our target audience. These insights shaped the structure, hierarchy, and visual rhythm of the new design. Every design decision was backed by reasoning, not personal preference.

The outcome was a comprehensive design vision that modernized the product and provided a scalable foundation for future growth. This vision now serves as a guide for upcoming design work and product decisions.

To share this vision, I created and led an interactive company-wide presentation that explained our process, principles, and the reasoning behind key choices. This session not only showcased the outcome but also helped the company understand the power of design. It demonstrated that good design is not about taste, but about logic, empathy, and purpose.