UX case study
Building user trust
Addressed key user pain points, fostering trust and increasing conversions.
Building user trust
Addressed key user pain points, fostering trust and increasing conversions.
Building user trust
Addressed key user pain points, fostering trust and increasing conversions.
Picky
Helping an exciting start up connecting local brands with global influencers.
🇰🇷
Seoul
Role
Lead UX
Product Design Consultant
Services
User Research
Wireframing
UI Library
Prototyping
Product Strategy
Contributions
Collaborated on redesigning key workflows, improving usability and enhancing user engagement across the platform.
Connected the team with users through hands-on mentoring in user testing and discovery activities.
Redesigns resulted in boosting conversions and reducing staff allocation time by 80%.
Picky
Helping an exciting start up connecting local brands with global influencers.
🇰🇷
Seoul
Role
Lead UX
Product Design Consultant
Services
User Research
Wireframing
UI Library
Prototyping
Product Strategy
Contributions
Collaborated on redesigning key workflows, improving usability and enhancing user engagement across the platform.
Connected the team with users through hands-on mentoring in user testing and discovery activities.
Redesigns resulted in boosting conversions and reducing staff allocation time by 80%.
Picky
Helping an exciting start up connecting local brands with global influencers.
🇰🇷
Seoul
Role
Lead UX
Product Design Consultant
Services
User Research
Wireframing
UI Library
Prototyping
Product Strategy
Contributions
Collaborated on redesigning key workflows, improving usability and enhancing user engagement across the platform.
Connected the team with users through hands-on mentoring in user testing and discovery activities.
Redesigns resulted in boosting conversions and reducing staff allocation time by 80%.
Addressing User Hesitation in Hiring Creators
Many digital marketeers users hesitated to hire creators on the platform. Through design thinking, we uncovered what mattered most to them and addressed key concerns.
Addressing User Hesitation in Hiring Creators
Many digital marketeers users hesitated to hire creators on the platform. Through design thinking, we uncovered what mattered most to them and addressed key concerns.
Addressing User Hesitation in Hiring Creators
Many digital marketeers users hesitated to hire creators on the platform. Through design thinking, we uncovered what mattered most to them and addressed key concerns.
Business challenge
Driving Revenue Growth Through Creator Hiring
Low creator hiring rates among new users impacted revenue. We focused on removing barriers to hiring, boosting engagement, transactions, and platform growth.
Business challenge
Driving Revenue Growth Through Creator Hiring
Low creator hiring rates among new users impacted revenue. We focused on removing barriers to hiring, boosting engagement, transactions, and platform growth.
Business challenge
Driving Revenue Growth Through Creator Hiring
Low creator hiring rates among new users impacted revenue. We focused on removing barriers to hiring, boosting engagement, transactions, and platform growth.
User journey map created after interviews.
User journey map created after interviews.
Proto-personas created for consensus.
Users Context
Securing Reviews & Content Rights
At the heart of global skincare branding, Picky’s daily users—Digital Marketeers and Content Creators—wield significant influence.
Digital Marketeers curate strategies by selecting Influencer Creators, orchestrating impactful product reviews, and safeguarding valuable content rights within Picky’s vibrant community.
Users Context
Securing Reviews & Content Rights
At the heart of global skincare branding, Picky’s daily users—Digital Marketeers and Content Creators—wield significant influence.
Digital Marketeers curate strategies by selecting Influencer Creators, orchestrating impactful product reviews, and safeguarding valuable content rights within Picky’s vibrant community.
Users Context
Securing Reviews & Content Rights
At the heart of global skincare branding, Picky’s daily users—Digital Marketeers and Content Creators—wield significant influence.
Digital Marketeers curate strategies by selecting Influencer Creators, orchestrating impactful product reviews, and safeguarding valuable content rights within Picky’s vibrant community.
User problem
Building Trust in Creator Selection
Despite their expertise, Digital Marketers lacked confidence in the platform’s hiring process, leading to hesitation when selecting creators and frequent customer service calls.
Ensuring content rights and strategic reviews were properly managed was key to unlocking their full engagement.
User problem
Building Trust in Creator Selection
Despite their expertise, Digital Marketers lacked confidence in the platform’s hiring process, leading to hesitation when selecting creators and frequent customer service calls.
Ensuring content rights and strategic reviews were properly managed was key to unlocking their full engagement.
User problem
Building Trust in Creator Selection
Despite their expertise, Digital Marketers lacked confidence in the platform’s hiring process, leading to hesitation when selecting creators and frequent customer service calls.
Ensuring content rights and strategic reviews were properly managed was key to unlocking their full engagement.
Proto-personas created for consensus.
Collaborative, User-Centered Design Approach
We aligned stakeholders on key challenges and leveraged design thinking techniques to guide our process.
Through workshops, user testing, and iterative prototyping, we validated assumptions and ensured we prioritized the most impactful solution.
Collaborative, User-Centered Design Approach
We aligned stakeholders on key challenges and leveraged design thinking techniques to guide our process.
Through workshops, user testing, and iterative prototyping, we validated assumptions and ensured we prioritized the most impactful solution.
Collaborative, User-Centered Design Approach
We aligned stakeholders on key challenges and leveraged design thinking techniques to guide our process.
Through workshops, user testing, and iterative prototyping, we validated assumptions and ensured we prioritized the most impactful solution.
Align Briefing
Conducted stakeholder alignment workshops and problem-framing exercises to define goals and identify the core hiring challenges.
Align Briefing
Conducted stakeholder alignment workshops and problem-framing exercises to define goals and identify the core hiring challenges.
Align Briefing
Conducted stakeholder alignment workshops and problem-framing exercises to define goals and identify the core hiring challenges.
Diverge / Converge
Used brainwriting and dot voting in team workshops to generate and evaluate two ideas. We voted to test Idea 1 first.
Diverge / Converge
Used brainwriting and dot voting in team workshops to generate and evaluate two ideas. We voted to test Idea 1 first.
Diverge / Converge
Used brainwriting and dot voting in team workshops to generate and evaluate two ideas. We voted to test Idea 1 first.
User Insights
Through usability testing and semi-structured interviews, we learned that while Idea 1 was valuable, Idea 2 was more urgent and impactful for users.
User Insights
Through usability testing and semi-structured interviews, we learned that while Idea 1 was valuable, Idea 2 was more urgent and impactful for users.
User Insights
Through usability testing and semi-structured interviews, we learned that while Idea 1 was valuable, Idea 2 was more urgent and impactful for users.
Analyze & Prioritize
Applied affinity mapping, rainbow spreadsheets and a prioritization matrix to assess user feedback, ultimately shifting focus to Idea 2 based on its relevance to user pain points.
Analyze & Prioritize
Applied affinity mapping, rainbow spreadsheets and a prioritization matrix to assess user feedback, ultimately shifting focus to Idea 2 based on its relevance to user pain points.
Analyze & Prioritize
Applied affinity mapping, rainbow spreadsheets and a prioritization matrix to assess user feedback, ultimately shifting focus to Idea 2 based on its relevance to user pain points.
Implement Idea 2
Created high-fidelity prototypes and detailed UI documentation, ensuring smooth developer collaboration and implementation of Idea 2.
Implement Idea 2
Created high-fidelity prototypes and detailed UI documentation, ensuring smooth developer collaboration and implementation of Idea 2.
Implement Idea 2
Created high-fidelity prototypes and detailed UI documentation, ensuring smooth developer collaboration and implementation of Idea 2.
solution
Helping Users Provide Better Hiring Instructions
Research revealed that users struggled to give clear campaign instructions when hiring creators.
We optimized the campaign creation flow to provide guidance and clarity, reducing confusion and improving hiring confidence.
solution
Helping Users Provide Better Hiring Instructions
Research revealed that users struggled to give clear campaign instructions when hiring creators.
We optimized the campaign creation flow to provide guidance and clarity, reducing confusion and improving hiring confidence.
solution
Helping Users Provide Better Hiring Instructions
Research revealed that users struggled to give clear campaign instructions when hiring creators.
We optimized the campaign creation flow to provide guidance and clarity, reducing confusion and improving hiring confidence.
Redesigns of the Campaign Creation flow focused on better usability
Redesigns of the Homepage and the Campaign Summary page
outcomes
Increased Efficiency and Trust in the Hiring Process
The redesign streamlined campaign creation, improved marketer productivity, and led to higher engagement in hiring creators, confirmed by positive user feedback.
outcomes
Increased Efficiency and Trust in the Hiring Process
The redesign streamlined campaign creation, improved marketer productivity, and led to higher engagement in hiring creators, confirmed by positive user feedback.
outcomes
Increased Efficiency and Trust in the Hiring Process
The redesign streamlined campaign creation, improved marketer productivity, and led to higher engagement in hiring creators, confirmed by positive user feedback.
outcomes
Increased Efficiency and Trust in the Hiring Process
The redesign streamlined campaign creation, improved marketer productivity, and led to higher engagement in hiring creators, confirmed by positive user feedback.
We like Picky because you listen to us.
We like Picky because you listen to us.
We like Picky because you listen to us.
We like Picky because you listen to us.
Partners delighted in active involvement, shaping the design process collaboratively.
Quote from User Testing
Quote from User Testing
learnings
User-Driven Decisions Lead to Better Outcomes
This project reinforced the importance of early user testing and iteration to ensure that solutions address real, high-impact user challenges.
learnings
User-Driven Decisions Lead to Better Outcomes
This project reinforced the importance of early user testing and iteration to ensure that solutions address real, high-impact user challenges.
learnings
User-Driven Decisions Lead to Better Outcomes
This project reinforced the importance of early user testing and iteration to ensure that solutions address real, high-impact user challenges.
learnings
User-Driven Decisions Lead to Better Outcomes
This project reinforced the importance of early user testing and iteration to ensure that solutions address real, high-impact user challenges.
Team's feedback
Check out what the team said on my LinkedIn.
Team's feedback
Check out what the team said on my LinkedIn.
Team's feedback
Check out what the team said on my LinkedIn.
Team's feedback
Check out what the team said on my LinkedIn.
… made strong impact in leading product design workshops for the entire product team to drive consensus for next roadmap.
Jihong Lee on LinkedIn
Picky's CEO
... a natural desire for understanding customer's core values and needs.
Jared Lynskey on LinkedIn
Senior Full-stack Engineer
... produced designs that were not only fitting for the platforms asthenic and flow, but also reflected real-world user needs.
Jonathan Sue on LinkedIn
Senior Software Engineer
... his solutions for new features and platform interface drastically changed our users' experience for the better!
Karol Campos on LinkedIn.
Product Manager at Picky, Seoul.
… made strong impact in leading product design workshops for the entire product team to drive consensus for next roadmap.
Jihong Lee on LinkedIn
Picky's CEO
... a natural desire for understanding customer's core values and needs.
Jared Lynskey on LinkedIn
Senior Full-stack Engineer
... produced designs that were not only fitting for the platforms asthenic and flow, but also reflected real-world user needs.
Jonathan Sue on LinkedIn
Senior Software Engineer
... his solutions for new features and platform interface drastically changed our users' experience for the better!
Karol Campos on LinkedIn.
Product Manager at Picky, Seoul.
… made strong impact in leading product design workshops for the entire product team to drive consensus for next roadmap.
Jihong Lee on LinkedIn
Picky's CEO
... a natural desire for understanding customer's core values and needs.
Jared Lynskey on LinkedIn
Senior Full-stack Engineer
... produced designs that were not only fitting for the platforms asthenic and flow, but also reflected real-world user needs.
Jonathan Sue on LinkedIn
Senior Software Engineer
... his solutions for new features and platform interface drastically changed our users' experience for the better!
Karol Campos on LinkedIn.
Product Manager at Picky, Seoul.
… made strong impact in leading product design workshops for the entire product team to drive consensus for next roadmap.
Jihong Lee on LinkedIn
Picky's CEO
... a natural desire for understanding customer's core values and needs.
Jared Lynskey on LinkedIn
Senior Full-stack Engineer
... produced designs that were not only fitting for the platforms asthenic and flow, but also reflected real-world user needs.
Jonathan Sue on LinkedIn
Senior Software Engineer
... his solutions for new features and platform interface drastically changed our users' experience for the better!
Karol Campos on LinkedIn.
Product Manager at Picky, Seoul.
… made strong impact in leading product design workshops for the entire product team to drive consensus for next roadmap.
Jihong Lee on LinkedIn
Picky's CEO
... a natural desire for understanding customer's core values and needs.
Jared Lynskey on LinkedIn
Senior Full-stack Engineer
... produced designs that were not only fitting for the platforms asthenic and flow, but also reflected real-world user needs.
Jonathan Sue on LinkedIn
Senior Software Engineer
... his solutions for new features and platform interface drastically changed our users' experience for the better!
Karol Campos on LinkedIn.
Product Manager at Picky, Seoul.
… made strong impact in leading product design workshops for the entire product team to drive consensus for next roadmap.
Jihong Lee on LinkedIn
Picky's CEO
... a natural desire for understanding customer's core values and needs.
Jared Lynskey on LinkedIn
Senior Full-stack Engineer
... produced designs that were not only fitting for the platforms asthenic and flow, but also reflected real-world user needs.
Jonathan Sue on LinkedIn
Senior Software Engineer
... his solutions for new features and platform interface drastically changed our users' experience for the better!
Karol Campos on LinkedIn.
Product Manager at Picky, Seoul.
… made strong impact in leading product design workshops for the entire product team to drive consensus for next roadmap.
Jihong Lee on LinkedIn
Picky's CEO
... a natural desire for understanding customer's core values and needs.
Jared Lynskey on LinkedIn
Senior Full-stack Engineer
... produced designs that were not only fitting for the platforms asthenic and flow, but also reflected real-world user needs.
Jonathan Sue on LinkedIn
Senior Software Engineer
... his solutions for new features and platform interface drastically changed our users' experience for the better!
Karol Campos on LinkedIn.
Product Manager at Picky, Seoul.
… made strong impact in leading product design workshops for the entire product team to drive consensus for next roadmap.
Jihong Lee on LinkedIn
Picky's CEO
... a natural desire for understanding customer's core values and needs.
Jared Lynskey on LinkedIn
Senior Full-stack Engineer
... produced designs that were not only fitting for the platforms asthenic and flow, but also reflected real-world user needs.
Jonathan Sue on LinkedIn
Senior Software Engineer
... his solutions for new features and platform interface drastically changed our users' experience for the better!
Karol Campos on LinkedIn.
Product Manager at Picky, Seoul.
… made strong impact in leading product design workshops for the entire product team to drive consensus for next roadmap.
Jihong Lee on LinkedIn
Picky's CEO
... a natural desire for understanding customer's core values and needs.
Jared Lynskey on LinkedIn
Senior Full-stack Engineer
... produced designs that were not only fitting for the platforms asthenic and flow, but also reflected real-world user needs.
Jonathan Sue on LinkedIn
Senior Software Engineer
... his solutions for new features and platform interface drastically changed our users' experience for the better!
Karol Campos on LinkedIn.
Product Manager at Picky, Seoul.
… made strong impact in leading product design workshops for the entire product team to drive consensus for next roadmap.
Jihong Lee on LinkedIn
Picky's CEO
... a natural desire for understanding customer's core values and needs.
Jared Lynskey on LinkedIn
Senior Full-stack Engineer
... produced designs that were not only fitting for the platforms asthenic and flow, but also reflected real-world user needs.
Jonathan Sue on LinkedIn
Senior Software Engineer
... his solutions for new features and platform interface drastically changed our users' experience for the better!
Karol Campos on LinkedIn.
Product Manager at Picky, Seoul.
… made strong impact in leading product design workshops for the entire product team to drive consensus for next roadmap.
Jihong Lee on LinkedIn
Picky's CEO
... a natural desire for understanding customer's core values and needs.
Jared Lynskey on LinkedIn
Senior Full-stack Engineer
... produced designs that were not only fitting for the platforms asthenic and flow, but also reflected real-world user needs.
Jonathan Sue on LinkedIn
Senior Software Engineer
... his solutions for new features and platform interface drastically changed our users' experience for the better!
Karol Campos on LinkedIn.
Product Manager at Picky, Seoul.
… made strong impact in leading product design workshops for the entire product team to drive consensus for next roadmap.
Jihong Lee on LinkedIn
Picky's CEO
... a natural desire for understanding customer's core values and needs.
Jared Lynskey on LinkedIn
Senior Full-stack Engineer
... produced designs that were not only fitting for the platforms asthenic and flow, but also reflected real-world user needs.
Jonathan Sue on LinkedIn
Senior Software Engineer
... his solutions for new features and platform interface drastically changed our users' experience for the better!
Karol Campos on LinkedIn.
Product Manager at Picky, Seoul.
… made strong impact in leading product design workshops for the entire product team to drive consensus for next roadmap.
Jihong Lee on LinkedIn
Picky's CEO
... a natural desire for understanding customer's core values and needs.
Jared Lynskey on LinkedIn
Senior Full-stack Engineer
... produced designs that were not only fitting for the platforms asthenic and flow, but also reflected real-world user needs.
Jonathan Sue on LinkedIn
Senior Software Engineer
... his solutions for new features and platform interface drastically changed our users' experience for the better!
Karol Campos on LinkedIn.
Product Manager at Picky, Seoul.
… made strong impact in leading product design workshops for the entire product team to drive consensus for next roadmap.
Jihong Lee on LinkedIn
Picky's CEO
... a natural desire for understanding customer's core values and needs.
Jared Lynskey on LinkedIn
Senior Full-stack Engineer
... produced designs that were not only fitting for the platforms asthenic and flow, but also reflected real-world user needs.
Jonathan Sue on LinkedIn
Senior Software Engineer
... his solutions for new features and platform interface drastically changed our users' experience for the better!
Karol Campos on LinkedIn.
Product Manager at Picky, Seoul.
… made strong impact in leading product design workshops for the entire product team to drive consensus for next roadmap.
Jihong Lee on LinkedIn
Picky's CEO
... a natural desire for understanding customer's core values and needs.
Jared Lynskey on LinkedIn
Senior Full-stack Engineer
... produced designs that were not only fitting for the platforms asthenic and flow, but also reflected real-world user needs.
Jonathan Sue on LinkedIn
Senior Software Engineer
... his solutions for new features and platform interface drastically changed our users' experience for the better!
Karol Campos on LinkedIn.
Product Manager at Picky, Seoul.
… made strong impact in leading product design workshops for the entire product team to drive consensus for next roadmap.
Jihong Lee on LinkedIn
Picky's CEO
... a natural desire for understanding customer's core values and needs.
Jared Lynskey on LinkedIn
Senior Full-stack Engineer
... produced designs that were not only fitting for the platforms asthenic and flow, but also reflected real-world user needs.
Jonathan Sue on LinkedIn
Senior Software Engineer
... his solutions for new features and platform interface drastically changed our users' experience for the better!
Karol Campos on LinkedIn.
Product Manager at Picky, Seoul.
More Works
More Works
More Works
More Works
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Looking for a Designer?
I thrive in teams that value thoughtful design, collaboration, and user impact. If that sounds like your company, let’s connect!
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2025 Juan Martins Deczuta
Let’s Talk. –
Let’s Talk. –
Let’s Talk. –
Let’s Talk. –
Looking for a Designer?
I thrive in teams that value thoughtful design, collaboration, and user impact. If that sounds like your company, let’s connect!
Site Menu
Works
Social Media
2025 Juan Martins Deczuta
Let’s Talk. –
Let’s Talk. –
Let’s Talk. –
Let’s Talk. –
Looking for a Designer?
I thrive in teams that value thoughtful design, collaboration, and user impact. If that sounds like your company, let’s connect!
Site Menu
Works
Social Media
2025 Juan Martins Deczuta
Let’s Talk. –
Let’s Talk. –
Let’s Talk. –
Let’s Talk. –
Looking for a Designer?
I thrive in teams that value thoughtful design, collaboration, and user impact. If that sounds like your company, let’s connect!
Site Menu
Works
Social Media
2025 Juan Martins Deczuta