The design process began with in-depth user research, including interviews with prospects, competitors’ analysis, and feedback from existing users. Key findings from the research included:

• Market Readiness: The market was not mature enough for this type of psychological profiling tool. Companies were still focused on demographic or behavioral segmentation rather than psychological profiles.

• User Frustration: Prospects often struggled with the unclear value proposition of MyProfilia, leading to hesitancy in adopting the tool.

  

• Competitive Landscape: Competitors offered similar features but were more established in the market, providing a clearer value to potential customers. MyProfilia was lagging in both its branding and its communication of its unique selling points.

Solution
To address the challenges, I proposed the following solutions:

1. Branding and Communication:

   • Redesigned the website and messaging to better communicate the value of MyProfilia. The focus was on making the benefits clear to prospects and improving brand recognition.

   • Introduced a stronger, more professional identity for MyProfilia, aligning it with the target audience's needs for personalization and psychological profiling.

     

2. User Journey Optimization:

   • Simplified the sign-up process by implementing self-service registration and offering appointment scheduling directly on the website, reducing friction during the trial phase.

   • Created an automated onboarding process to guide users through the tool’s features and encourage them to explore more deeply.

     

3. Business Model Refinement:

   • Revisited the pricing model to make it more accessible for potential customers. Reduced the reliance on high-cost credit card models and explored alternative payment structures, such as a subscription-based model.

   • Offered more flexibility in how customers accessed and used the tool, introducing pricing tiers that allowed users to scale based on their needs.

     

Wireframes & Prototypes
Created detailed wireframes to map out the flow of the website and app, focusing on simplifying the user journey. Developed interactive prototypes using Figma to visualize the redesigned experience, allowing for early-stage feedback and iterative improvements before development.

Visual Design
The visual design focused on aligning MyProfilia’s branding with a clean, modern aesthetic. I used color schemes, typography, and iconography that conveyed professionalism and trustworthiness. The design was optimized for accessibility, ensuring that users could easily navigate and understand the interface.

Testing & Iteration
Several rounds of usability testing were conducted with target users, particularly focusing on the sign-up process, user onboarding, and trial usage. Feedback led to the following refinements:

• Simplified Sign-Up: The process was streamlined further to reduce drop-offs during the registration phase.

• Improved Onboarding: Introduced more engaging and informative onboarding steps that helped users better understand the tool’s value proposition.

• Revised Pricing Model: Tweaked the pricing structure based on user feedback to better align with customer expectations and needs.

Final Product
The redesigned MyProfilia platform addressed the pain points identified in the research phase. The new version featured a clearer value proposition, streamlined user flow, and a flexible pricing model that allowed for easier access. The onboarding process was more intuitive, and the app was easier to navigate, leading to an improved user experience overall.