From Vision to MVP

Problem

The existing user portal had low usage and low prioritisation. It was a product that was painful to use, heavily dependent on agents, and built on a weak technical and design foundation. An overdue rebrand and unclear business value made it easy to deprioritise, and underdeveloped features kept agents handling tasks users should be able to complete themselves.

Role

Product designer owning and driving the end-to-end vision and strategy for the portal redesign, working closely with Product and Engineering.

Approach

To create clarity and drive decision-making around the user portal, I led discovery research, facilitated cross-functional workshops, and designed a future-state vision to align leadership and secure buy-in for a rebuild.

• Conducted user research to uncover mental models of customer portals
• Facilitated workshops & brainstorms to untangle systemic complexities
• Vision led to a decision to rebuild the portal from scratch for scalability across engineering, operations, and UX
• Proposed an MVP to kickstart delivery; received approval

Outcome

• Vision approved: created clarity on the value of a user portal among leadership and team
• Strategic decision made to rebuild the portal from scratch
• MVP defined and user tested: added to the roadmap and in active development post-handover