SaaS Navigation Redesign: Cuts Clicks, Boosts Efficiency by 40%
Users needed 3+ clicks to reach essential pages. Through rigorous IA research with 3,500+ auction houses, we rebuilt the navigation from the ground up — reducing click depth by 40% and surfacing hidden features that users didn't know existed.
From free app to fintech business
WOOOBA is the go-to platform for sports enthusiasts to organize, discover, and join competitive pickup games. It bridges casual players with structured competitions fostering community where athletes of all levels can connect, compete, and grow.
Event organizers had no way to collect and manage fees within the app, forcing manual workarounds that created friction, lost revenue, and made scaling impossible.
A Wallet feature would solve the payment problem while unlocking a brand new revenue stream, transforming WOOOBA from a free community platform into a scalable fintech business.
The complete process — research insights, wireframes, interaction design, and design system — is protected by an NDA. I'm happy to walk through everything in detail during a conversation.
What it looked like from the inside
End-to-end, from blank page to handoff
Full process, no existing fintech design language. Built payment UX patterns and components from scratch.
Designing for the messy moments
Insufficient funds, failed transactions, retry flows, figuring out how to handle the messy moments without breaking the trust the rest of the design worked hard to build.
Get enterprise users in the room earlier
Get engineering validation earlier on the technical constraints, so edge cases get solved once, not redesigned twice.