Shaping the User Experience at Hey You
Head of UX & Design, 2019
Hey You app, Sydney NSW
Shaping the User Experience at Hey You
Head of UX & Design, 2019
Hey You app, Sydney NSW
I.
Intro
A few years back, Hey You, a fast-growing Sydney startup, appointed me as Head of User Experience to elevate the brand’s digital presence, enhance usability, and foster user engagement. This opportunity involved establishing the UX function from the ground up, hiring and mentoring a design team, and leading a complete overhaul of the Hey You mobile app and supporting platforms.
Within a year, we created a cohesive, user-centred experience that aligned with business goals and enhanced satisfaction for thousands of users and venue partners.
II.
Key Achievements
01
Created Hey You’s First UX Department
I built a dedicated UX team and established structured UX processes to bring user insights into the heart of product development.
02
Boosted Engagement & Retention
I redesigned core app flows and launched high-impact features (such as a loyalty point feature) that increased app engagement.
03
Enhanced Operational Efficiency for Venue Partners
I led the redesign of the Venue Manager app, making order management faster and more intuitive for venue owners.
04
Developed a Unified Design System
I chaperoned the creation of a scalable design library that improved consistency across Hey You’s digital platforms.
III.
Project Challenges
Hey You faced several growth-limiting UX challenges when I joined:
01
Minimum User Insights
Without a UX team, Hey You had limited processes to gather or apply user insights effectively.
02
Design Inconsistencies
The absence of a design library led to visual inconsistencies across the app, impacting brand experience.
03
Feature Gaps in Key Journeys
Core app journeys lacked optimisation, causing user frustration and affecting engagement.
IV.
Approach
1. Building the UX Foundation
User Research as a Pillar of Design
To understand our diverse user base, I spearheaded in-depth interviews and contextual inquiries with both end-users and venue managers. I partnered with our data team to integrate quantitative insights, creating a data-informed roadmap that prioritised high-impact improvements.
Establishing Feedback Loops with NPS & VOC
Implemented Voice of Customer (VOC) and Net Promoter Score (NPS) programs, establishing an ongoing dialogue with users.
This allowed our team to monitor satisfaction and quickly address any emerging issues.
2.
Team Leadership & Collaboration
Recruitment & Mentorship
I recruited a team of talented UX Designers and Researchers, fostering a culture of user-centricity, collaboration, and continuous learning.
Cross-Functional Collaboration
I led initiatives to ensure UX alignment with Engineering, Product, and Marketing. Weekly planning sessions and cross-department design critiques kept teams in sync, enabling faster and more cohesive design iterations.
3. Brand & Visual Refresh
Design System Development
I led the creation of a comprehensive design library (with the assistance of my amazing team of UX Designers) with reusable components and documented guidelines, which provided the foundation for a visually consistent and cohesive brand experience across Hey You’s digital ecosystem.
4.2
App Store & Marketing Visuals
Beyond the app itself, I led a visual refresh of Hey You’s presence on the App Store and in marketing campaigns. I set the art direction for digital assets, creating a cohesive and engaging brand aesthetic that reinforced Hey You’s unique market position.
App store
Marketing campaigns
Video campaign (collaboration with an animation studio)
4.
Strategic Redesigns
Customer & Venues flows
Complete UI redesign of the whole customer app
WIP! See my detailed case studies to see more about a particular feature:
V.
Key Metrics
& Results
5.1
How I measured the results
By combining these various quantitative and qualitative methods, I was able to comprehensively measure the impact and success of the UX improvements at Hey You. This multi-faceted approach allows for a holistic understanding of how changes affect user behaviour, satisfaction, and overall business performance.
Data Analysis
I worked alongside a Data Analyst to observe and discover trends in user behaviours. This allowed me to collect data on different features and campaigns, as well as inform the product roadmap.
VOC & NPS
I measured Voice of Customer and Net Promoter Scores using Usabilla. These metrics are commonly used to gauge customer satisfaction and loyalty, which can reflect the success of UX improvements.
Usability Testing
I led usability tests with customers, particularly venue owners, and created reports based on the findings. This direct feedback from users provided valuable insights into the effectiveness of UX changes.
Research & Reports
I conducted and produced research reports, including ‘North Star Metrics’ and ‘Venue Manager Research’. These reports contained key performance indicators (KPIs) and metrics to evaluate the success of UX initiatives.
App Store Metrics
I led the revamp of the design style for the App Store. This had impacted app store ratings and download numbers, which are important indicators of user satisfaction and adoption.
Website Analytics
I used web analytics tools to track user engagement and behaviour on both the Hey You website and the different apps.
5.2
the results
The changes brought tangible improvements to Hey You’s user experience and business outcomes:
+38%
Increased User Satisfaction
By tracking VOC and NPS and addressing user pain points, we saw a measurable rise in user satisfaction scores.
+12.5%
Higher Engagement
The redesign of key flows, combined with the Social ordering feature and Loyalty program, contributed to higher user engagement rates.
Design Consistency & Team Efficiency
The design library became a core asset, streamlining the team’s workflow and reducing the time required for future updates, while reinforcing a consistent user experience.
Operational Efficiency
Venue owners reported faster, easier management due to the redesigned Venue Manager app, which improved service quality and reduced operational time.
VI.
Key Takeaways
My experience at Hey You highlights the impact a UX leader can have on product growth, user engagement, and brand loyalty. By implementing user-centred design processes, fostering collaboration across teams, and continuously testing and iterating, we achieved a user experience that met and exceeded business goals. The Hey You project demonstrates my ability to lead comprehensive UX transformations, scale UX functions, and inspire teams to build user-driven products that resonate with users and partners alike.
This experience equips me to bring similar strategic leadership and user-centred design to other organisations looking to elevate their digital product offerings.
Check my other UX projects
― CLIENTS
✱ HEY YOU ✱ IKEA ✱ BLACK DOG ✱ SANITARIUM
✱ HEY YOU ✱ IKEA ✱ BLACK DOG ✱ SANITARIUM
✱ HEY YOU ✱ IKEA ✱ BLACK DOG ✱ SANITARIUM
✱ CHANEL ✱ ASTON MARTIN ✱ CARTIER ✱ VERSACE
✱ CHANEL ✱ ASTON MARTIN ✱ CARTIER ✱ VERSACE
✱ CHANEL ✱ ASTON MARTIN ✱ CARTIER ✱ VERSACE
✱ CALLEIJA ✱ EVIAN ✱ OLYMPUS
✱ CALLEIJA ✱ EVIAN ✱ OLYMPUS
✱ CALLEIJA ✱ EVIAN ✱ OLYMPUS
Available for Work
🇬🇧 🇫🇷
Available for Work
🇬🇧 🇫🇷
Looking to drive impactful UX transformations?