Case study - Klaudia Rudna

Project Overview

Industry. SaaS | Student Discounts & Affiliate Marketing

Problem. The homepage was under-performing. Users primarily relied on keyword search to find specific brands, resulting in low engagement and infrequent returns. The goal was to redesign the homepage to encourage users to explore more content and return to the app regularly.

Platform. Android, iOS

Role & Responsibilities. UX/UI Design, Research – Led end-to-end design process, conducting both qualitative and quantitative user research.

Impact. Delivered a statistically significant uplift in key business metrics, including Week 1 return rate and engagement rate.

Understanding the Problem

I analysed existing data and conducted quantitative (survey) and qualitative (moderated user testing) research to understand how users engage with the homepage as a starting point for key journeys.

Users faced several discovery challenges:

Confusing information architecture. Many questioned, "Where is the homepage?"
Lack of brand visibility. Users struggled to see how many and which brands offered discounts.
Cluttered experience. Non-essential content—polls, videos, large images, and detailed descriptions—distracted from core actions.

Before & After Comparison. Highlights key user needs addressed in the redesign.

Framing the Problem & Strategy

Defined a clear problem statement, aligning user pain points with business objectives.

Formalised Jobs-to-Be-Done (JTBD) and core journeys to guide the design process.

Synthesised user research insights to prioritise key user needs and pain points.

Developed actionable design requirements focused on navigation to four key destination types, aligning with business objectives.

Collaborated with stakeholders to establish success metrics, ensuring the solution's impact could be effectively evaluated.

Facilitated a prioritisation workshop using an Impact-Effort Matrix with engineers to confirm feasibility and focus on high-value areas.

Project Mind Map. Outlines all factors influencing success, including reviewed documentation and recommendations.

Exploring & Prototyping Solutions

Business needs. Replaced the single feed with themed sections, creating a more flexible and scalable framework. This allowed for future experimentation with reordering and new sections to test what resonates most with users.

User needs. Prioritised relevant content, removing elements with little impact on discoverability (e.g., polls, videos). Designed smaller, cleaner tiles aligned with user expectations. Introduced multiple new components to reduce repetition and enhance engagement.

Minimum Viable Product (MVP). Collaborated with developers to deliver a fast, high-impact homepage update, ensuring value for users while accelerating time to market.

Early Component Mockups. Initial Figma designs showcasing homepage elements. Used for UI iteration, documenting design decisions, and facilitating team ideation and prioritisation.

Testing, Iteration & Impact

Usability Testing & Feedback. Qualitative research confirmed the new design improved user experience. Users appreciated the clear sections and smaller tiles, which made finding relevant content easier. The flexible, scalable structure also created new business opportunities.

Implementation & Impact. Redesigning the entire homepage complicated A/B testing. The initial test introduced too many changes, obscuring results and causing unexpected metric declines. This led to discussions with stakeholders to define key growth-driving metrics versus low-risk ones. A refined A/B test with clearer focus delivered significant results, leading to a full rollout.

Homepage Recording (Nov 2024). A snapshot of the homepage’s functionality after the redesign.

Final Thoughts

The project’s success came from deep user insights, user-friendly design, collaboration with stakeholders, a solid UX strategy, and a holistic view of business success.