CityFibre Portal

The Problem: A Growing UI Nightmare

Our client portal had evolved over time—not through intentional design, but through a series of stakeholder-driven requests. Each time a new feature was introduced, a new button or UI element was added, leading to: Oversized UI elements that dominated the screen, reducing usable space. A fragmented, inconsistent experience that made the portal feel clunky. No scalability, as new requests kept layering onto an already crowded interface. Instead of a streamlined product experience, the portal had become a patchwork of quick fixes—resembling something closer to a toddler's oversized touchscreen toy than a professional tool.

"Great design isn't just about adding what's asked for—it's about anticipating what's needed. By thinking beyond individual requests, we turned a cluttered interface into a scalable product experience."

The Solution: Designing Beyond the Ask

Since we were never formally tasked with a full redesign, I took a proactive approach. Whenever a stakeholder requested a new UI element, I presented two versions: What they asked for – A direct implementation of their request. What they actually needed – A cleaner, more scalable UI that solved the root problem. This approach helped stakeholders visualize the long-term benefits of better design rather than just approving incremental changes. Over time, this led to: A shift from reactive design (adding buttons) to strategic product thinking (designing scalable UI patterns). A cleaner, more modern UI that better aligned with industry standards. A stronger partnership with stakeholders, where design was seen as a proactive force rather than just a service provider.

The Business Impact: Driving Product-Led Thinking

This wasn't just a design improvement, it was a strategic shift that changed how our team approached product development. The impact included:

• Future-Proofing the UI - We introduced reusable patterns instead of one-off fixes, reducing future redesign efforts.
• Better Usability - A cleaner UI meant improved scannability and efficiency, enhancing the user experience.
• Increased Stakeholder Trust - By demonstrating the value of forward-thinking design, we established design as a strategic partner rather than an execution team.
• Efficiency in Development - A more structured UI reduced unnecessary iterations, leading to faster implementation times and reduced tech debt.

Key Takeaway: The Role of a Product Designer

This project reinforced that great design isn't just about executing requests—it's about anticipating future needs and guiding decisions. By thinking beyond individual features and considering the long-term product vision, I was able to move the conversation from "just add a button" to "how can we make this scalable?" This shift positioned design as a critical driver of product strategy, proving that the best solutions often come from looking beyond the immediate ask.