Mentwell

Designing MVP based on human-centred design principles, driving the business forward while improving people's health and well-being.

MY ROLE

UX/UI Lead

Product Strategy

UX Research

Rapid Prototyping

TOOLS

Photoshop

Figma

W3C

Illustrator

CONTEXT

Mentwell is a global gift card-giving platform with the mission to improve people’s health and well-being by transforming the way we gift.

OBJECTIVE

Redesign the current website in line with the new corporate business direction. Extend gift card purchasing from B2C to B2B, improve customer acquisition, increase revenue, and create a positive social impact.

CHALLENGE

Driving business forward, navigating constraints and ambiguity of the early stage startup, building MVP with the user in mind.

OUTCOME

I expanded and improved the current Design system to increase designer efficiency, reduce development time, and ensure product visual consistency.

I influenced adopting user-centred design (HCD) principles to ensure solutions aligned with people’s needs. The new design increased the conversion rate by 366% in the last quarter.

DESIGN

Redesign the current website to be in line with the new brand vision

My focus was on UI uplift in line with the current brand guideline and Figma UI kit Relume, creating a more corporate look as the business expands from individual purchasing only to corporate purchasing, B2C to B2B.

My role included designing new customisable components and patterns with accessibility in mind (WCAG AA) and expanding and improving the current component library.

Screenshot 2025-02-18 at 12.54.42.png
Screenshot 2025-02-18 at 12.54.54.png

Advocating for the user. Establishing HCD and Agile methodology to drive product strategy

I understood the business objectives and what other similar companies had to offer, but what about the users?

Designing without user research felt like stepping through the dark from the beginning. There were so many questions that needed answering.

It was time to start the Product Discovery process and test a concept with customers. The goal was to build the right product that solves real problems, is well-timed and can be built with existing technology and available resources.

Time to strategize

Based on all research learnings and through collaboration with the design and development team, we formed short- and long-term product strategies.

On the way to discovery

FROM DISCOVERY TO DEFINE

2-week research sprint helped uncover opportunities for improvements

  • User interviews

  • Moderated usability testing

  • A/B testing

  • Google Analytics and Hotjar

What users care about the most

  • Ease of Use & Flexibility is crucial

    (100% of users)

  • Transparency of fees and terms

    (80% of users)

  • The convenience of redemption matters

    (60% of users)

  • Personalization enhances emotional value

    (60% of users)

Usability testing key takeaways

  • Lack of information about the card and how to redeem and use the card

    (100% of users)

  • A desire for improved personalization

    (80% of users).

  • Lack of transparency around fees and terms

    (60% of users)

  • Emotional appeal and user engagement

    (40% of users)

DELIVERY

‘Buy a Gift Card’ page

I’ve compiled all our insights about the information users need to purchase a card onto this page.

  • Answers to users' main questions regarding ease of use, flexibility, and convenience when using gift cards have been added, including the FAQ link. The UI incorporated brand colours and moods to reflect the artist's character and artistic style

  • All additional costs have been disclosed

  • Personalization has been dramatically improved by adding the option to upload photos and GIFs or send a video

  • The question of ‘How does the card look like on the receiving end?’ has been answered by adding the preview section, showcasing the card on receiving

‘Service Provider’s’ page

User pain points uncovered opportunities for improvement

  • Search filtering has been improved by adding a dropdown menu with radio buttons to help customers select the service they need.

  • Service providers' search results have now been displayed in list form instead of on the grid for improved visibility and scroll reduction.

And many more…🙂

Unfortunately, much of my work is confidential and under an NDA. Still, please get in touch for a more detailed presentation on how I helped the business go from ambiguity to product strategy, improved customer satisfaction and revenue increase.

LEARNINGS & TAKEAWAYS

  • Use any opportunity to talk to your user to validate ideas and uncover improvements and opportunities

  • Learn about the business.

  • Understand constraints

  • Design, Test, Deliver, Test, Repeat

  • Include the development team in product decisions from the start

  • Use the power of prototyping to validate solutions and reduce development debt

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