DoinFine
Overview
DoinFine started as a personal project by a team member aiming to enhance team engagement by enabling users to keep each other accountable through fines and payments.
I joined the project when the founder sought my help to devise a strategy for product improvement. I took ownership of the product vision, steering us towards fostering a strong team culture by emphasizing team values and celebrating wins. I evolved the app's UX copy to appeal to a broader user base beyond the founder's original team culture.
I took up mentoring a developer who was interested in switching to UX Design, offering him guidance through the design of the application ensuring enough challenge to develop his skills
In 2023, we entered DoinFine into the TechAccelerator competition and were awarded 1st Place.
My Role
Product Designer — Product strategy, UI/UX Design, Mentorship, Prototyping, Copywriting, Marketing
Team
Highlights
Leading a product with design strategy
When I joined the project the owner had created a specialized tool that fit culture of his team specifically. I proposed a shift in direction to allow for a broader user base outside of development teams at one company.
My starting point was understanding how the current team using DoinFine understood the app. I discovered a significant disparity between the app's design and the users' assumptions about how it worked.
To address this, I presented the development team with a structured plan to refactor the system. Our goal was to align the app with user expectations while accommodating the project's future vision.
A "Space" was a concept in the app, allowing employees of a company to join. However, companies typically operate in teams.
In our new design, we introduced the concept of a "Team," a subgroup within a Space that could operate privately, without sharing its activities publicly with the entire Space.
Redesign
Toolkit for rapid design
With a tight deadline, the first priority was to create a brand identity for DoinFine. Establishing a comprehensive toolkit was crucial to form the foundation of our design, enabling us to produce rapid and lean designs.
Iterating, iterating, iterating, iterating
With a structure and identity for the app in mind, I began iterating on a design that would be engaging to users and encourage daily use. I rapidly explored various layout options to establish the foundation of the app.
Engagement
Why's no one posting?
With a finalized design, we still faced the challenge of keeping users active on DoinFine. Experimenting with desktop widgets and a mobile app proved to be dead ends. Ultimately, what led to success was the straightforward approach of emailing users.
Marketing
Leaving a good impression
Feeling satisfied with our app, the final phase involved setting up a front-facing brand that would establish DoinFine as a trustworthy and high-quality application. To achieve this, we needed a highly converting landing page.
Making the most of SEO
To attract users to the site upon launch, we needed to start preparing our SEO. One strategy we adopted was using articles to increase DoinFine's visibility on the internet.
I assisted the team by building a template that could be used to write these articles, ensuring consistency and efficiency in our content creation efforts.
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