This project involved a comprehensive UI/UX audit and a strategic redesign proposal for the SalesNOW CRM homepage. The objective was to identify critical shortcomings in its visual design, user experience, and messaging, and to propose actionable solutions to enhance its effectiveness in communicating value, guiding users, and building trust to drive conversions.&nbsp;

My approach involved a detailed heuristic evaluation of the SalesNOW homepage, systematically analyzing its UI, UX, and messaging against established usability principles and conversion best practices.

Section-by-Section Analysis: Each major section of the homepage was scrutinized for visual design, information architecture, interaction patterns, and content effectiveness.

Screenshot Documentation: Key areas of concern were captured with screenshots to provide clear visual evidence of identified issues.

Problem Identification: For each section, specific problems related to visual appeal, ease of use, and clarity of communication were documented.

This systematic approach allowed for a comprehensive understanding of the homepage's current state and laid the groundwork for targeted improvement&nbsp;strategies.

Proposed Solutions &amp; Redesign Strategy

Based on the detailed audit, a multi-faceted redesign strategy was developed, focusing on enhancing the homepage across UI, UX, and messaging dimensions. The core principle was to transform the site into a product-led, benefit-driven, and visually engaging platform.

At this stage, the goal is rapid exploration and validation of core ideas. Low-fidelity&nbsp;designs allow to quickly visualize potential layouts, information hierarchy, and user flows without getting bogged down in visual details. It's about testing the fundamental structure and functionality.

This project involved a comprehensive UI/UX audit and a strategic redesign proposal for the SalesNOW CRM homepage. 

SalesNOW - Website Audit & Redesign

Spearheaded the design of complex B2B dashboards for enterprise clients like Adani and Club Mahindra, improving data visualization and task efficiency for internal admin users.
Led the end-to-end redesign of responsive landing pages, resulting in a quantifiable increase in registration rates for key webinars and events.
Collaborated with cross-functional marketing and development teams to overhaul the company website, measurably improving usability, accessibility, and user flow.
Architected and maintained a scalable UI component library and design system, ensuring brand consistency and accelerating development across the digital ecosystem.

Designed responsive websites for client projects using Wix, focusing on improving layout, visual hierarchy, and mobile usability.
Gained hands-on experience with rapid prototyping, working within tight timelines to deliver polished, user-friendly interfaces.

Designed and executed high-impact visual assets across social media, email, and print, contributing to a cohesive brand identity for multiple client accounts.
Contributed to visual strategy and maintained brand consistency across digital and offline platforms for multiple client accounts.
Partnered with marketing teams to align design solutions with campaign goals and audience insights, laying the strategic and visual foundation for a successful transition into a UX/UI role.

Delivered custom design solutions for international clients across sports, lifestyle, and digital media sectors.
Created high-impact visuals including social media posts, print assets, and sports graphics - boosting audience engagement and brand visibility.
Managed end-to-end projects independently—from client briefing and ideation to final delivery.
Developed strong foundations in layout design, composition, and digital storytelling.

Led business operations from initial role as Coach Network and Supply Growth Manager to final role as Business Lead.
Managed key accounts and stakeholders, ensuring smooth communication and operational efficiency.
Developed business strategies that contributed to the growth and expansion of the coaching network from 200 to 1000+ in the city of Mumbai. 

Parents and siblings often struggle to find the right tutor for their children. They tend to rely on recommendations from friends or choose a local tutor out of convenience, even if the tutor isn’t the best match for the child’s specific needs. This lack of access to comprehensive tutor information can lead to suboptimal choices, potentially impacting the child’s educational progress and leaving the family feeling frustrated with the process.

This problem was something that i personally went through and i have also seen my younger siblings go through the same.&nbsp;

At the same time, i put it against the following parameters to identify this as a problem.&nbsp;

Take a quick tour of the Tutorly app in this video

What i wanted to understand through research

I began my process with secondary research, exploring online resources and blogs addressing this issue. I discovered numerous articles detailing the key factors parents consider when choosing a tutor for their child.

To better understand the market and identify opportunities for Tutorly, I conducted a competitor analysis. This step was crucial in examining the strengths and weaknesses of existing tutoring platforms, allowing me to pinpoint gaps in the services offered.&nbsp;

Quantitative research was done with the help of a google survey. The purpose was to go deeper into the problem and to understand from the users how do they find tutors, what is their reason, if they face any problems etc.&nbsp;

A total of 40 responses were recorded.&nbsp;

Below are some snapshots of from the survey:

This highlighted a few key areas i wanted to explore further through direct user interviews

The one-on-one interviews provided deep insights into&nbsp;their decision making process, what are the crucial criteria that make or break the decision making.&nbsp;&nbsp;

What is their current process to look for a tutor and the challenges they face in that.&nbsp;

To effectively pinpoint the main frustrations and areas of friction from the user interviews, I utilized affinity mapping and empathy mapping. These tools helped me systematically organize the insights, allowing for a deeper focus on key pain points while also capturing the emotions, thoughts, and behaviors of the users.

Key insights drawn from Affinity Map &amp; Empathy Map:&nbsp;

Drawing from the insights gained through the affinity map and empathy map, I achieved a clearer understanding of the actual user and their persona. These tools provided valuable clarity, helping to better define and refine who the target user truly is and what their key characteristics and needs are.

This customer journey map captures a user's experience in searching for a tutor, starting from their initial motivation and highlighting the emotional highs and lows encountered throughout the process. It provides a concise overview of the key challenges and touch points that influence the user's journey, offering valuable insights into their needs and frustrations.

Let's look at an ideal journey of a user who's trying to find a tutor with the help of a storyboard.&nbsp;

By leveraging insights from the affinity and empathy maps, we can craft "How might we" statements that pinpoint key features to focus on in the design solution. These statements guide us in addressing users' core needs and pain points, ensuring the final design effectively resolves their challenges.

I created paper wireframes to explore different design concepts and ideas. This approach allowed me to iterate quickly and cost-effectively before committing to more time-intensive and expensive digital solutions.

To refine my initial sketches and bring them into a digital format, I created mid-fidelity designs. These were developed without incorporating brand logos or colors, focusing instead on establishing a clear structure for the app's elements and overall layout. The aim was to ensure the app's design was functional and intuitive before finalizing its visual identity.

To enhance Tutorly's user experience, I conducted user testing with both parents and siblings using a guerrilla testing approach. I engaged with parents from my locality as well as friends and their parents, gathering valuable insights. These insights highlighted areas of improvement and helped refine the app.

I implemented actionable feedback immediately, while other suggestions were earmarked for future updates in version 2, ensuring continuous improvement and alignment with user needs. This process has been instrumental in fine-tuning Tutorly’s functionality and user satisfaction.

Tutorly as an app will primarily make money via commissions.

It will be free for all the users to download, use and connect with the tutors.

Since this was my first-ever case study, I gained invaluable experience in understanding the importance of user feedback in the design process. Engaging with real users highlighted how critical it is to stay flexible and adaptive.

I learned that while some insights can be immediately implemented to enhance the product, others can serve as a foundation for future iterations. This experience reinforced my belief that user-centric design is essential for creating meaningful and impactful solutions.

Parents and siblings struggle to find the right tutor, often picking based on friend's tips or convenience, which may not be the best fit for their needs.

Tutorly - Find The Perfect Tutor

The Quotes &amp; Sayings app provides users with daily inspirational quotes, designed to uplift and motivate. Its audience includes individuals seeking a daily dose of positivity and wisdom, making it a popular platform for reflection and personal growth.

Here's A Quick Functional Prototype Of The Design

Evaluating the current app to identify design inconsistencies and areas for improvement

After identifying areas for improvement in the current design, I proceeded with a competitor analysis.

The goal of this step was to understand how other competitors address similar user needs and observe how their solutions are received by users.

This analysis provided insights into effective mental models and established design patterns, offering inspiration to build upon and tailor a solution that meets our users' expectations and enhances usability.

To create a strong foundation for the final design, I started by sketching the app’s layout, establishing a clear structure to guide both visual flow and functionality. This wire framing process served as a blueprint for the user experience, aligning design elements with usability goals.

Throughout the redesign process for Quotes &amp; Sayings, I gained valuable insights into user-centered design and refined my approach to creating a more engaging experience. This project taught me the importance of balancing aesthetics with functionality, ensuring that the design not only looks appealing but also enhances usability.

This experience has deepened my understanding of designing for diverse users and adapting features to meet their unique needs.

Redesigned Quotes & Sayings app to enhance UI with a clean, modern look, boosting consistency and usability to reduce drop-offs and improve user experience.

SalesNOW - Website Audit & Redesign

Shlok Tiwari