Profi.io: UX Design Case Study

Redesigning scheduling and automation SaaS for wellness professionals

1. Intro: Product, Goals, and Key Metrics

Provide a brief overview of the project, including its objective, target audience, and any relevant background information.

Product. Profi.io is a SaaS for coaches, therapists, and trainers that streamlines their daily tasks and automates their work. It takes care of scheduling, conversations, and automation.

Key Metrics include:

• Earnings per client
• Quality (via NPS)
• Average LTV per client

The design challenge was building and validating UX design for the platform that would work for desktop and mobile, enabling the platform's ease of use, simple navigation, and growth.

My Role. Within a cross-functional team, I led a redesign of the product, first conducting user interviews and analyzing data, and then restructuring information architecture around users’ jobs to be done, and adding new features to push customer satisfaction and LTV per user.

With other team members, including a talented PM and a stellar UX Designer, we designed and delivered this fascinating product redesign + shipped new features.

2. Target User

Range of User Roles

Across the product, Profi addresses three user types:

• Professional, working with clients (e.g. wellness coach)
• Group admin, administrating the team of professionals
• Client who works with the professional (e.g. client to a wellness coach)

Target User

In this case study, we focus on the professional user and their needs and goals.

3. Research and User Problem

Describe the research methods you employed to gain insights into user needs and preferences. Explain how you analyzed the collected data and identified key pain points or opportunities. Introduce the user types you created based on your research. Present their characteristics, goals, and pain points, emphasizing their relevance to your project.

Research process

• 23 user interviews, understanding key pains and needs.
• Gathering data from the NPS scores and product usage.
• Proposing and validating new information hierarchy based on discovery interviews.
• Proposing jobs to be done and taking them further.

User Problem:

Reduce the time and the effort of scheduling and automating the workflow, so the user can work with clients more.

5. Design Process, Wireframes, Iterations

Outline the steps you took in the design process, including ideation, wireframing, prototyping, and testing. Explain the rationale behind your design decisions, ensuring they align with user needs and project goals.

Discuss how you incorporated user, stakeholder, and team member feedback into your design. Highlight any significant changes or improvements made throughout the iterative process.

Designing iteratively helped refine mocks into wireframes, changing them into high end designs and polishing variations of the design.

Along the way, the design system and design principles were defined.

The wireframing part was crucial to help the product, design, and engineering team reach an agreement on features, their business impact, and feasibility

Based on key user jobs, we proceeded with the information architecture and wireframes for the workflow

6. Final Solution

Showcase the final design, emphasizing its key features and how it addresses the initial problem or challenge. Include visuals such as high-fidelity mockups, interactive prototypes, or user flows to illustrate your solution.

↑ Designing and validating the dashboard aligned with key target user jobs.

Example: from the interviews, we saw that professionals were interested in quickly accessing earnings over time, upcoming sessions, and recent messages.

↑ Creating an appealing and compelling calendar that works great for scheduling and booking.

Example: ability to see the clients, and team members and instantly share the booking link, reschedule or cancel sessions.

↑ Designing Forms and Automations, a feature that helps professionals make their work easily manageable with reminders, transcripts, and automatic texts/emails.

Example: suggested pre-defined automations that can be easily turned on or off, followed by a short video instruction from Profi.

↑ Designing simple secure messaging that works across platforms with simplicity, affordance, and contextual features in mind.

Example: allowing coaches to propose a service or add a video introduction.

↑ Designing cascading menus.

Example: redesigning setting feature to be more easily accessed and understood.

↑ Making sure the design is responsive and is both desktop and mobile-ready.

↑ Delivering the set of components and guidelines to reuse in the design system and other parts of the product.

7. Results and Impact

Present any quantitative or qualitative data that demonstrates the success of your design. Discuss how your solution positively impacted the user experience, business goals, or any other relevant metrics.

📈 Impact

As the design changed, it became simpler with more discoverability, and more focused on key user jobs, and the clients’ average LTV went up by 12% over the next 6 months. NPS grew from 6 to 7.

🙋‍♀️ Client Success

Revenue per client grew to 9% over the 6 months following the release of new features.

🤝 Leadership

Working with the cross-functional team of UX, Product, and Eng professionals, we reached our goals by exploring, designing, and delivering fairly complex B2B interfaces as if they were meant for B2C users.

8. My Takeaways

• Thorough research, wireframing, and prototyping helped us define and test solutions fairly quickly
• Working iteratively and having and having weekly syncs with key members of the team got us up to speed
• We saw results of the implemented features within the next 3 months, which gave the team a boost to continue design improvement and iterations.

9. Conclusion

• Working on Profi.io, I had a chance to collaborate with cross-functional teams to understand user needs and goals. I enjoyed designing and testing mocks and prototypes to validate design decisions and create solutions that work for end users.
• Together with the team, we were able to deliver a visually appealing and user-friendly product that met and (hopefully) exceeded users' expectations.