Summary

OpenBlend is a people-centered SaaS performance tool. I played a key role in securing a signed contract with Dr. Martens by delivering a Proof of Concept redesign of the platform. This involved transforming it from a standard white-label solution into a more customisable and brand-friendly UX/UI, including a full navigation redesign to declutter the main menu—all in just 5 days.

Due to an NDA, I'm unable to share too many details - this is just an overview of my process and the impact of my work.

Problem

Dr Martens simply didn't want to invest in us until we had solved two major pain points:​​​

- The main menu was congested/bloated- The platform lacked the ability for them to customise the experiences.

Objective

To entice prospects to partner with us by becoming more of an attractive, brand-able and meaningful platform designed to enhance the wellbeing and relationships of employees and their managers

Solution

Worked with CTO as the sole designer (with minimal briefing) to redesign the menu architecture

• Delivered the new restructured designs for mobile and web in under 1 week

• Introduced a higher level of customisation, ensuring all clients could create 'on brand' experiences

• I grouped feature specific areas together into an architecture that made sense to our customers, and introduced more areas for branding customisation and logo placement.

• I completed all screens in 5 days (working closely with the new CTO)

• We tested with the team at Dr Martens head office to ensure it was easy, accessible and that the assumptions we had made as a team were validated.

• We received a fantastic response which led to them signing a long term contract with us. The solution was also tested with Gymshark with equally positive feedback..

Results

Less than 6 months after implementation, managers and employees are now having more frequent and more effective conversations. In fact, Dr Martens has reported that the platform has enabled people to continue building relationships and create meaningful connections during a period of significant change and continued growth. 

Review from Dr Martens:
"The team is always willing to adapt to our evolving needs and really takes the time to listen to our challenges"

Conclusion

The Solution not only worked well for Dr Martens, but also several other prospects

Our shiny new restructured app didn't just benefit Dr Martens. It helped us close several deals, and prompted existing customers to write some awesome reviews about what we were achieving as a company. We were becoming more of an attractive option for a larger variety of businesses who began recognising us as a design-led, customer-centric organisation.

Additional Considerations

• Doctor Martens have reported the platform has enabled their people to create meaningful connections during a period of significant change

• It was critical their platform reflected their individuality, and felt like an extension of who they are and what they stand for, not some soulless 3rd party 'HR Platform' - the main goal was achieved; we secured a long term contract with Dr Martens