Scaling a 30+ module enterprise SaaS into a unified, AI-enabled workflow platform used by 2M+ users.

• Built from zero: set standards, cadence, and quality bar (no templates / no red tape).
• Distilled complexity into clarity: unified navigation and patterns across modules.
• Shipped fast with engineering: tightened specs, handoff and QA to reduce design–dev gap (~20–30% previously).
• Scaled systems: reusable patterns and component library to increase delivery speed without sacrificing craft.

When I joined YOOBIC, one of my first priorities was to define a clear and cohesive design vision for the platform. The product was growing fast, but without a solid UX strategy or design leadership in place, there was a real risk of creating inconsistent and fragmented experiences.

I knew we needed to structure the design team, not just in terms of people, but also in terms of process and culture. My goal was to shift the company towards a more user-centric mindset, where design was not just about how things looked, but how they worked and solved real problems for frontline employees and admins.

Another major objective was to create a scalable experience across both web and mobile. We had several modules—Work, Communicate, Learn—each evolving independently. It was essential to bring consistency and coherence across all touchpoints.

At the same time, I focused on improving the collaboration between design and development. Too often, we were facing a 20–30% gap between design and what was shipped. I wanted to close that gap through clearer specs, better handoffs, and shared language between designers and engineers.

Finally, I took full ownership of building and scaling our design system—starting from scratch and eventually delivering a robust system with 200+ components, used across all our product teams.

My research combined multiple methods, including user interviews, analytics review, competitor benchmarking, and usability testing, to gain a clear understanding of how the platform was used in the real world.

Through these efforts, we discovered that users often struggled to locate and complete key tasks due to complex, inconsistent navigation patterns. Many workflows were slowed by overlapping or redundant features, while the absence of a unified design standard increased development time and created more QA issues.

Because YOOBIC serves a diverse range of industries — from retail and pharma to grocery, hospitality, and manufacturing — the scenarios and contexts in which the platform is used vary widely. This made it critical to design for flexibility and scalability.

Our research identified two primary personas with distinct needs and workflows:

• Frontline Employees: typically mobile-first users who require quick, guided access to tasks, training, and communication tools while on the go.
• Managers & Head Office Staff: often using desktop or tablet, focusing on oversight, reporting, and operational management across multiple locations.

Designing for these two groups meant balancing speed and simplicity for frontline workers with depth and control for managers, without compromising usability for either.