01
Audit before pixels
A UX audit of the product pointed to the friction behind low engagement, and gave the redesign a clear order of priorities.
A strategic redesign and a first design system for a YouTube SEO SaaS.
UX audit
UI redesign
Information architecture
Design system
Goal of the collaboration
Find the root cause of low user engagement, then redesign the key product features to make tubics easier to use — and more sticky.
How the redesign worked
Three levers behind the redesign
02
Navigation that follows usage
The information architecture was reorganised around what teams actually do every week, so the most valuable features are one click away.
03
A system, not just screens
Colours, components and patterns were documented as tubics’ first design system, so new features ship consistent by default.
01 — Audit
Starting from why users disengaged
I ran a UX audit of the product to identify the root causes of low engagement. Its findings set the priorities for the redesign: which features mattered most, and where the information architecture got in the way.
02 — Redesign
Clearer data, reorganised navigation
I led the redesign of the key product features — from keyword rankings and share of voice to video optimisation — creating new UI elements and reorganising the information architecture to improve usability and engagement.
Keyword Rankings
Average position, ranking distribution and share of voice against competitors at a glance — then down to each keyword, its trend and the competitor videos ranking for it.
03 — Scale
The company’s first design system
To keep the product consistent as it grew, I established the foundation of tubics’ first design system: a comprehensive set of guidelines, UI components and patterns that the team uses to stay coherent across every feature.
My contribution
- Conducted a UX audit to identify the root cause of low user engagement
- Led the redesign of key product features, with new UI elements and a reorganised information architecture
- Established the foundation of the company’s first design system
Outcome
- Post-redesign engagement metrics showed a significant increase in user engagement and stickiness
- Positive feedback from users and stakeholders on the improved experience
- Guidelines, components and patterns that keep every feature consistent
“Edmond significantly enhanced our user experience at tubics through the redesign of the UX/UI and the design of some new features. His reliability and deep expertise in design and usability testing made the process smooth and efficient. For startups seeking to elevate their product quickly without compromising quality, Edmond is the right partner.”
Matthias Funk
Co-founder & CEO, tubics