When I took I examined direct user feedback calling out the complexity, usage and click data showing which features people actually relied on, competitor analysis, and a fresh look at the existing customer base that led to revisiting personas. Together, this pointed to a clear opportunity to cut the bloat, simplify the IA, rebuild the UI to feel approachable rather than intimidating, and support light mode, dark mode, and full brand customization for API and enterprise partners. Product was a close partner throughout — you and the product team ran a full-site feature audit together and your PM co-ran six rounds of usability testing with you. 🔲 NEED INFO on engineering's specific contribution here — what constraints or feasibility tradeoffs they surfaced, or what they built that shaped the design, would round this out nicely. Jobs to be done 🔲 NEED INFO Testing surfaced at least one real pivot: usability testing showed that static labels on the left-side menu weren't necessary, so that direction was dropped in favor of a simpler pattern. 🔲 NEED INFO — this is the only explicit pivot in the current write-up. A stronger process section would name a couple of other directions that were tried and rejected, and why — that kind of "here's what we tried first, and why it didn't work" detail is often the most memorable part of a case study.