
EQL is a scaleup company enabling retailers to build their launch pages for their high-hype products through their digital platform
This B2B company was ready to move from a service-based business model to a self-serve product and needed design guidance and strategy to accomplish this goal.
Their service team was already working on an internal platform to generate launch pages for retailers' high-hype products. What needed to be done was commercialise this product through creating a holistic simple to use and intuitive experience.
The process

Define the problem space and product vision

Cross-collaborate and align on user workflows to create both product and domain designs

Generate repeating design and development ceremonies to start tackling epics

Create an iterative build process with
weekly testing • design • build cycle and enable them to launch an intuitive product in time.

Create a tailored product and design culture and practice within the company for this established process to continue seamlessly.
The flow
Upon creating a user journey map, it was evident that the biggest challenge people were facing was the campaign creation process. This was the most tedious process in the service team, taking them a repetitive process longer than week to get a launch page live.

To tackle this problem, an iterative and gradual design process needed to take place. Instead of redesigning the entire platform, using the existing form and gradually updating the elements was essential to make the experience more seamless for the service providers. That way the company continuously delivered service without disruption while the experience improved to be a self-service product.


Through the weekly design sprints, we've tested the micro components, and solution workshopped the functionalities and features with the engineering group, leading to a significantly improved UX within 3 weeks.
Tackling onboarding

When my engagement with EQL started, creating a self-serve onboarding experience was a very far-fetched idea.
Upon the improvements of the launch page creation flow, the company very quickly moved forward to creating an onboarding experience with their client base.
The experience...
It was vital for the client base to gain access to the platform while doing the bare minimum to onboard themselves to the platform. To achieve this the following strategy was established.

Develop a "bare minimum" experience of the platform

Slowly add functionalities as per use. This is based on the complexity of the client model.

Move to self-serve onboarding from a service only • hybrid • self serve with assist • fully self serve transition.

Creating a design and product culture
Through the improvement in the launch creator and further initiatives in the "self-service" evolution, EQL started to see the importance of design contribution to the product strategy. This led to helping and hiring new design capabilities, ensuring the design culture continued in scaling.
As a result...

Establishing an agile build culture through the testing > design > build scycle.

Celebrating co-design and cross-collaboration practices in weekly ceremonies

Build a cohesive experience through user insights that is enabling the self-serve business strategy

Making design an essential part of client's product culture.