ReloPortal Redesign
Phase 1: Scope and Research
ReloPortal Redesign
Phase 1: Scope and Research
ReloPortal Redesign
Phase 1: Scope and Research
Redesigning ReloPortal for Engagement and Growth
Company: OnlineInsight | Role: UX/UI Specialist & Design Lead | Industry: Saas/Relocation Tech |
Tools: Figma, Miro | Platforms: Web Application
Overview
ReloPortal, a B2B SaaS platform supporting corporate relocation workflows, faced low user satisfaction, declining engagement, and a dated interface. These issues directly affected onboarding success, operational efficiency, and client retention—critical drivers for growth in a competitive SaaS market. A full redesign was needed not only to modernize the product, but also to reposition it as a trustworthy,
enterprise-ready platform aligned with business goals.
My Role
I served as the sole UX/UI designer, owning both the strategic and executional responsibilities of the platform redesign.
I guided the product’s user experience, defined the visual direction, and delivered a scalable design system. Beyond design,
I also led cross-departmental workshops to align the product roadmap with user needs and business priorities. This dual role allowed
me to bridge strategy with execution, and ensure that design decisions translated into measurable business outcomes.
Strategic Approach
The project began with a research and synthesis phase, where I conducted contextual interviews with both internal teams and external clients. These sessions surfaced critical pain points in the admin and relocation workflows. Using this research, I built personas and journey maps that clearly visualized where friction occurred in daily tasks. These artifacts not only revealed gaps in usability but also helped
me frame a north-star experience that tied redesign goals directly to customer success KPIs such as onboarding time,
task completion, and client satisfaction.
At this stage, I also facilitated alignment workshops with product, sales, and operations teams,
ensuring that the redesign addressed both user needs and business priorities. This was essential in transforming design
into a strategic lever for retention and growth rather than just a visual refresh.
Journey Map visualizing user pain points and workflow friction
This artifact captured insights from contextual interviews, highlighting where users struggled in both admin and relocation workflows.
It served as the foundation for prioritizing redesign goals aligned with KPIs such as onboarding time, task completion, and client satisfaction.
UX/UI Design Execution
With strategy in place, I began the design execution by delivering low- and high-fidelity wireframes, followed by interactive prototypes created in Adobe XD and Figma. I introduced a modular component library and design system that ensured scalability for future features and reduced inconsistencies across the platform. A key part of the redesign was a rebrand of the platform. The updated visual identity was crafted to resonate with enterprise buyers, giving the platform credibility in sales demos and building trust with high-value clients. This blending of branding and UX strategy was instrumental in repositioning ReloPortal within the market.
Low-fidelity wireframes outlining the redesigned platform structure
These wireframes provided a clear visual plan for the redesigned workflows, emphasizing usability improvements
and the hierarchy of critical actions for admin and client users.
Final UI mockups reflecting the updated visual identity and modular component system
The final UI integrated a modular design system and refreshed branding to enhance trust with enterprise clients. T
his alignment of UX and visual identity ensured a modern, credible experience across the platform.
Collaboration & Delivery
Collaboration was central to success. I partnered closely with developers to ensure a pixel-perfect and accessible handoff,
aligning design standards with front-end implementation. At the same time, I worked with sales and marketing to extend the design language into dashboards, demos, and pitch decks. This ensured consistency across touchpoints
and reinforced the product’s refreshed positioning in the market.
Testing & Iteration
To validate design decisions, I led three structured usability test cycles with B2B client users. Each cycle uncovered friction points that were refined in subsequent iterations. Post-launch, I implemented A/B testing and analytics tracking to measure adoption
and validate whether design changes were delivering measurable improvements. This data-driven approach allowed me
to link design decisions directly to business outcomes.
Usability testing sessions revealing friction points in core workflows
Three structured testing cycles with B2B clients informed design refinements, ensuring that workflows were efficient and intuitive.
Post-launch A/B testing and analytics validated improvements and adoption rates.
Outcomes
The redesign drove measurable improvements across the customer experience and directly influenced business growth.
Client admin users achieved a 40% increase in successful task completion, while onboarding processes became 25% faster,
reducing time-to-productivity for new clients. The redesign was directly praised by four enterprise clients, contributing to the closure
of a multi-year SaaS contract. Perhaps most importantly, I established UX and branding standards that the product team
continues to use as the foundation for ongoing development.
Key performance metrics showing improvements in task completion and onboarding efficiency
After the redesign, client admin users achieved a 40% increase in task completion, and onboarding time decreased by 25%.
Feedback from enterprise clients was highly positive, and the redesign contributed to securing a multi-year SaaS contract.
The established UX and branding standards continue to guide product evolution.
Closing/Summary
The ReloPortal redesign enhanced usability, visual branding, and operational efficiency.
Dark-mode considerations, touch-friendly interactions, and a scalable design system provide a consistent,
intuitive experience, positioning the platform as a modern, enterprise-ready SaaS solution.