Maestro

Maestro was a branding and design project that reimagined an existing project management platform solution. The platform had a name with a hard-to-pronounce acronym, and customers had a habit of conflating the platform with two of the popular tools it supported.  The client wanted to eliminate that confusion and clarify the platform’s mission to its customers.

The project went through several branding and design phases:

• I kicked off the project by facilitating a series of sessions designed to clarify the branding and messaging desired from the platform, as well as create consensus within the team on a way forward. From these sessions, a new name was chosen that more clearly and cleverly illustrated the platform’s purpose.
• I designed a new logo using insights generated from the sessions.
• While developing the new logo, my team and I were also conducting research with users to gather their opinions and pain points as it related to the platform. One major pain point was transparency of information: it was very hard for the user to find where they were supposed to get help and find information on how to use the system.
• Based on the research, a UX redesign was centered around building a robust and easy-to-find help center where users could submit a request, monitor its status, as well as a listing of previous submissions.
• I developed journey maps, user flows, and wireframes to keep the large team organized and working towards our goals: to create a centralized way to access help, and to reduce the number of steps to log into the system.
• Before launch, we went through another round of user tests to ensure that our new features would be well-received by our customers, and not lead to more confusion.

Within the first week of the Maestro 1.0 release, team requests to join the platform jumped from 1-2 per week to more than 12 per week. Users report a more streamlined experience, and the new platform is earning praise from across the department.