Aligning User Experience with Business Success

Overview

NomNom, now EnjoyHQ, is a SaaS product acquired by UserZoom. It’s designed to assist product and UX teams in efficiently managing various feedback sources and analyzing qualitative insights. By streamlining the process of identifying feedback patterns, NomNom contributes to enhancing products.

Trusted by renowned companies such as Twilio, Wix, UserTesting, and Tune.

My role

As a Lead Product Designer, I played a critical role in shaping the product’s user experience, leading research initiatives, and driving strategic design decisions. I worked cross-functionally to ensure that every design choice was data-driven and aligned with both user and business needs.

Summary

At NomNom, I played a pivotal role in user research, product design, and product strategy
to improve the platform’s usability and business impact.

My work was split across three key areas:

45%

User research

Conducting usability testing, user interviews, Jobs-to-Be-Done (JTBD) analysis, and data-driven insights.

45%

Product design

Translating research into wireframes, high-fidelity mockups, and intuitive experiences.

10%

Product strategy

Shaping the product’s vision, guiding its evolution, and ensuring alignment with user needs.

Latest search version including query language editor, shortcuts and help.

Key Contributions

Revamped the Onboarding Experience

Led research studies to identify pain points in the existing onboarding process.
Designed and tested a more intuitive, user-centered flow to improve activation rates.

Enhanced Search & Data Organization

Redesigned the search functionality to support complex queries and user segmentation.
Developed a Projects feature, enabling teams to better organize research findings and insights.

Established a Scalable Design System

Created and maintained an online style guide to ensure UI/UX consistency across the platform.

Standardized visual and interaction patterns, streamlining development and improving usability.

Implemented User-Centric Research Practices

Conducted usability testing, interviews, and surveys using tools like UserTesting.com, Validately, and Optimal Workshop.
Created personas and Jobs-To-Be-Done (JTBD) models based on user feedback.
Facilitated card-sorting exercises and IA improvements for better navigation.

Defined Product Strategy & Roadmap

Collaborated with leadership to prioritize features based on user research and data analysis.
Contributed to roadmap planning, ensuring alignment with strategic business goals.

Impact and Results

Improved onboarding engagement, leading to higher user retention.
Enhanced search capabilities, making it easier for teams to find and analyze insights.
Increased workflow efficiency for researchers, streamlining feedback management.
Established a scalable design system, reducing inconsistencies and improving development speed.