2019 - 2022
UX Analysis
User Surveys
UX/UI Design
Design System
My work for Ludwig began with an evaluation of existing products. This involved conducting a heuristic analysis, studying analytics, received feedback, and conducting user surveys. In particular, the focus was initially on studying the user profile and the context of use to highlight the main pain points and opportunities. Based on the insights gathered, initial objectives were then defined.
One of the insights gathered from the research allowed us to observe that although the service was most heavily used on desktop, mobile devices were overall utilized by more users to complement their study or work activities. To enhance this experience, navigation was redesigned, text and contrasts were aligned with accessibility standards, and the search and result consumption experience were improved by adapting them to the viewport and typical gestures of mobile devices.
One of the main friction points identified in the study of the usage context is that the tool is used alongside text editors, requiring continuous switching between interfaces. For this reason, we developed the desktop app and the Chrome extension to make the transition as seamless as possible. The desktop app can be resized, pinned as an overlay, and called up via shortcut, while the extension can be quickly accessed from the browser without being intrusive.
In order to clarify the utility of Ludwig and improve the clarity of its functioning, we integrated some explanatory content such as onboarding, tooltips, captions, animations, and banners. This was particularly useful for introducing new tools and features.
Over the span of 2 years, Daily Active Users increased from 1 to 5 million, and we were able to implement various strategies to increase conversions. These included a clearer and more guided checkout process, new plans tailored for specific user profiles, and new features enabling a personalized experience such as saving favorites and uploading custom sources.
