UX/UI Improvements for Rede
A Digital Fundraising Platform
Role: UX/UI Product Designer
Project Type: UX/UI Enhancements in an Agile Environment
Tools: Adobe XD, Figma (ongoing migration), Design System
Project Overview
As a UX/UI Product Designer for Rede, a digital fundraising platform, my role focused on enhancing user experience and design elements through an iterative, Agile approach. The project was managed in monthly sprints, with each sprint targeting specific feature improvements and UX pain points based on continuous user and stakeholder feedback. My responsibilities included collaborating with the client to prioritise issues and propose actionable design solutions that aligned with user needs and business objectives.
Research & Insights
Recent user interviews provided valuable insights into Rede’s user experience. Five main issues surfaced:
1. Frustrations with the onboarding experience – Users found the onboarding process confusing and overwhelming.
2. Difficulty finding videos – Users struggled to locate videos associated with specific fund managers or offerings.
3. Lack of information on closed fund sizes – Users could not easily find data on recently closed fund sizes or historical records.
4. Ambiguity around the “Favourites” feature – Users found the purpose of this feature unclear and did not engage with it as intended.
5. Limited viewability of performance graphs – Users had difficulty viewing performance graphs in detail, especially on smaller screens, due to the lack of an enlargement option.
Existing onboarding process
Solutions & Implementation
Based on the insights from user interviews, I proposed a series of UX/UI improvements, some of which have been implemented while others are in progress:
1. Onboarding Experience Redesign (In Progress)
To streamline the onboarding process, I conducted a UX audit to identify friction points, such as unclear navigation and overwhelming information upfront. I proposed a step-by-step onboarding flow to introduce features progressively, reducing cognitive load for new users and clarifying essential platform functions early on. This redesigned onboarding flow is slated for future sprints.
2. Centralised Video Page Hub
Recognising users’ difficulty in finding videos, I created a Video Page Hub to centralise all video content on a single page. This hub organises videos by fund managers and offerings, improving accessibility and navigation while enabling users to filter and locate specific content more intuitively.
3. Track Record Page for Closed Fund Data
To address users’ need for information on closed fund sizes, I proposed a Track Record Page that includes a historical overview of closed funds. This page provides users with quick access to recent and past fund sizes for each fund manager, supporting informed decision-making.
4. Rebranding “Favourites” to “Express Interest”
User feedback revealed that the “Favourites” feature was unclear. After testing terminology and icon options, I recommended renaming it to “Express Interest” and updating the icon from a star to a thumbs-up, a visual cue that users associated more with engagement. This rebranding has improved user understanding and interaction with the feature.
5. Popup Modal for Graph Enlargements
To improve the usability of performance graphs, I designed a popup modal feature allowing users to enlarge graphs for detailed analysis. This new functionality enables users to navigate through multiple graph views at a larger scale, improving the legibility and usability of performance data.
New track record page for desktop, mobile and tablet
Design System Management & Migration
While I did not design Rede’s original platform, part of my role has been to manage and update the design system. This involved getting up to speed on the platform’s established components—such as button styles, text hierarchies, and hover states—so that new features align seamlessly with existing styles. Additionally, I am overseeing the migration of design assets from Adobe XD to Figma to improve collaboration and consistency across the design team.
Rede design system
Challenges
1. Learning the Existing Design System
Understanding Rede’s design system posed an initial challenge, especially with its detailed components and hover interactions. This process required me to document and track platform standards carefully, ensuring that updates did not disrupt visual or functional consistency.
2. Transitioning from Adobe XD to Figma
Migrating the design workflow from Adobe XD to Figma has been a gradual but necessary transition to facilitate collaboration and streamline design updates. Managing this migration while ensuring consistency in design and development has required strategic planning.
Key Takeaways
1. User Feedback is Essential
User interviews provided the critical insights that shaped the direction of each sprint. The iterative feedback loop allowed me to continuously address real user needs, resulting in improvements that align with user expectations and drive engagement.
2. Flexibility in Agile Design
Working within an Agile environment was instrumental in refining the design in response to both user and business feedback. Each sprint allowed us to iterate on designs, pivot based on new findings, and gradually enhance the platform’s usability.
3. Importance of Clear Feature Communication
Updating ambiguous features like “Favourites” to “Express Interest” illustrated the impact of using clear, intuitive language and symbols to help users navigate the platform with confidence.
Performance graph UI card
Performance graph pop up
Results & Impact
The solutions implemented so far have led to measurable improvements in user satisfaction, particularly with the redesigned “Express Interest” feature and the video hub. Ongoing enhancements, such as the Track Record Page and onboarding improvements, continue to be refined in collaboration with stakeholders. Through these efforts, I have been able to enhance the platform’s usability and accessibility, making Rede a more user-friendly and functional digital fundraising platform.
New fund video card (left) and updated 'express interest' icon (right)
