Elevating Di +Pro

Overview and Responsibility

Role: Senior UX Designer / Design Owner
Team: Product Owner, Scrum Master, 7 Developers, Data Analysts

I own the end-to-end user experience of Di +Pro website — from strategic direction to interaction details. My responsibility spans:

• UX vision and product positioning

• Design quality and consistency

• Interaction and accessibility standards

• Cross-functional alignment

• Design system foundations

Beyond execution, I act as a strategic partner to product and development, ensuring that user experience decisions support both user needs and business objectives.

Design process

1. Proactive evaluation & opportunity framing

Rather than reacting to feature requests, I initiated a heuristic evaluation of the product to assess:

• Visual hierarchy and cognitive load

• Navigation logic and findability

• Feedback systems and error handling

• Consistency across components

This created a structured improvement roadmap grounded in usability principles rather than isolated UI changes.

2. Product repositioning through UX

One of the core challenges was that +Pro lacked a distinct identity and felt like an extension of the main Di product.

I led the work to:

• Establish clearer visual hierarchy

• Refine typography, spacing, and layout rhythm

• Elevate list pages to feel more premium and content-focused

• Introduce structured interaction patterns

The goal was to align perception with value — creating an experience that reflects a high-end professional product.

3. Functional value expansion

To strengthen the product’s relevance and engagement, my team drove initiatives to:

• Introduce search functionality

• Integrate events and educational content

• Clarify microcopy and error states

These initiatives were taken proactively and developed in close collaboration with product stakeholders. Performance impact is continuously tracked by analysts, creating a feedback loop between UX decisions and measurable outcomes.

New features designed to help users be as productive as possible—and to ease their daily work and routines—are continuously being developed and refined.

4. Building foundations for scale

At the same time, I started to build more long-term structure.

• I Defined color aliases to be used across app, website, and Figma

• Improved consistency in components

• Adjusted tab order and interaction logic

• Raised accessibility awareness in the team

This work helped reduce inconsistencies and made collaboration with developers smoother. It also supports future scalability.

Expression

The visual direction of +Pro was updated to feel:

• More premium

• More structured

• More calm and focused

• Less visually crowded

Special attention was given to list and overview pages, where users spend most of their time.

The goal was to support faster scanning, better clarity, and a stronger sense of quality.

UI design

The UI work focused on:

• Clear typographic hierarchy

• Consistent components

• Improved feedback patterns

• Better error messaging

• Stronger interaction standards

Even smaller details, like microcopy and tab order, were treated as important quality improvements — not just minor fixes.

Summary

As the UX responsible of Di +Pro, I have:

• Set the overall UX direction

• Initiated and driven major improvements

• Strengthened the premium positioning

• Introduced new functionality

• Started building design system foundations

• Improved collaboration between product, development and analytics

This work moved +Pro from incremental UI updates to a more intentional and structured product experience.

All content in this portfolio is for demonstration purposes only and showcases my UX design process and skills. All trademarks and materials remain the property of their respective owners. No ownership is claimed, and the content is not intended for commercial use.