Visualsoft Ltd (UK)



OCT 2023 - Jul 2024 (Remote)

Consultant via Hexis Technology Hub

B2B - eCommerce admin platform



  • UX Writing
  • Design System
  • Prototyping Low and High Fid
  • User Stories (Support PM)
  • Acceptance Criteria (Support PM)
  • User research

Tools used: Adobe XD, Miro, Jira, Confluence

Roles: UX Design, UX Writing, Design System Contributor, Research







Case Study



1. Context

Visualsoft is a UK-based eCommerce platform and service that helps merchants manage and grow their online businesses. The main goal of the project was to improve the user experience for merchants through a user-centered design approach.

My role was as a UX Designer, contributing across several areas including research, prototyping, UX writing, and design system development.



2. The Problem

The merchant experience was fragmented and not intuitive, with friction points across the shop management flows and platform interactions.

The challenge was to identify key user needs and redesign the flows and interface to create a smoother, more accessible and efficient experience — while maintaining consistency in both language and visuals.



3. Process

I conducted remote user interviews to gather qualitative insights, which were used to create personas and affinity maps. These helped define behavior patterns and pain points.

I used Miro to map user journeys and build sitemaps, and Adobe XD to design interactive prototypes showing improved user flows.

At the same time, I worked on UX writing to ensure accessible, clear and consistent communication between the product and its users.



4. Solutions

  • High-fidelity prototypes with improved flows for merchants
  • Clear and accessible microcopy across the product
  • Contributions to the company design system to ensure consistency across teams
  • User stories and acceptance criteria documented in Jira and Confluence to support development



5. Results

  • Improved navigation flows and positive feedback from internal teams and real users
  • Prototypes tested with users and refined based on real feedback
  • Smoother handoff process between design and development thanks to clear documentation



6. Final Thoughts

This project allowed me to work across the entire UX process — from research to implementation. It was a great opportunity to apply user-centered design practices in a SaaS environment and contribute to a shared design system with real impact.

With more time, I would have liked to run moderated usability testing on the redesigned flows and create onboarding documentation for new team members.