TL;DR: Structured research across user segments from SMBs to healthcare orgs revealed that customer service gaps — not features — were the core problem, enabling targeted remedies for the first time.
Client
Doneboard
Role
UX Lead
Context
Doneboard was building an IT asset and workflow management platform for small and mid-sized businesses. The product had launched and was in active use, but owners were receiving negative feedback from clients on platform performance and wanted to systematically identify and fix the problems. I was brought in to lead that discovery effort.
The Problem
Client feedback was arriving ad hoc — one-off complaints handled individually rather than analyzed for patterns. There was no structured process for understanding what users actually experienced, and no framework for deciding which issues to prioritize. Without a clear picture of what was wrong and for whom, improvements were reactive rather than strategic.
My Approach
- Designed a multi-workstream discovery program covering client interviews, usability analysis, and heuristic evaluation of the platform
- Conducted in-depth interviews with clients across the full segment range — from local SMB operators to IT managers at national healthcare organizations — with guides tailored to surface workflow friction, not just feature requests
- Conducted systematic heuristic analysis of the platform, identifying usability and design issues independent of what clients articulated directly
- Synthesized findings across both streams: client interviews revealed consistent patterns around customer service — communication gaps, timeline issues, and being passed between service reps — while heuristic analysis surfaced a range of design and UX improvements
- Translated findings into a prioritized improvement roadmap organized by issue type, impact, and effort
- Facilitated alignment sessions with leadership to build consensus around the recommended direction
Outcome
Leadership had a structured, evidence-backed view of client experience for the first time — distinguishing between service delivery issues and platform design issues, which required different remedies. The improvement roadmap gave the team a framework for addressing problems systematically rather than reactively. Design improvements were implemented based on a combination of client feedback and the heuristic analysis findings.