DirectLync
Designed a user-friendly digital marketing platform that simplified workflows for a low-tech audience, enhancing clarity, trust, and market fit
About DirectLync
DirectLync is a sales and marketing SaaS where users can manage their email marketing and social media channels, track correspondence and sales opportunities through a CRM, and view integrated reporting all in one place.
Goal
Designed a user-friendly, all-in-one platform to help low-tech business owners save time and money. By thoughtfully integrating essential tools and intuitive visuals, the product empowers users with limited experience to confidently manage their sales and marketing with ease, and enjoy doing it.
My role
Research & analysis
I conducted competitive analysis and user research to build detailed personas that captured user needs and behavior, which I then used to create empathy maps and inform user-centered design decisions.”
Brand building
A cohesive brand identity supported by a clear style guide and strategic marketing efforts.
End-to-end design
Design informed by data, driven by UI/UX principles, validated through A/B testing, and delivered via an agile rollout.
Strategy & collaboration
I collaborated closely with Product, Engineering, Sales, Marketing, and Customer Service teams to ensure alignment across departments and deliver solutions that addressed both business goals and user needs.
Challenges & solutions
Challenge
Low-tech user base
The existing dashboard was cluttered, lacked customization options, and failed to provide meaningful value to users.
Solution
A simple style
Focus on clear navigation, minimal interfaces, and easy-to-understand language to ensure accessibility and ease of use.
Challenge
Complicated workflows
Managing complex workflows often overwhelmed users and made it difficult for them to complete tasks efficiently.
Solution
Easy navigation & basic pages
I created easy navigation and basic, streamlined pages to help low-tech users quickly find what they need and interact with DirectLync’s features without confusion.
Challenge
Identifying market fit
Identifying the ideal balance in the market where small business owners can effectively use digital sales and marketing without feeling overwhelmed.
Solution
Agile rollout & feedback sessions
An agile rollout approach that introduced features gradually while continuously capturing user feedback to ensure the platform remained simple, relevant, and manageable for small business owners.
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”I love how user-friendly the platform is—it’s perfect for someone without much CRM experience. We’ve also eliminated five other subscriptions thanks to its all-in-one functionality and ease of use."
Marketing manager, financial institution
Key takeaways & measurements
98%
Percentage of customers that dropped other subscriptions & products
80%
Percentage of users whointeracted with the platform daily
2m+
Number of campaigns sent during initial 3 months of launch