Ignite Channel Performance
2022 - Present
As Head of design, I led the end-to-end design of Ignite, a gamification-driven SaaS platform specifically tailored for the South African telco industry. This was a ground-up initiative that introduced gamification at an enterprise scale for the very first time.
The primary goal was clear: increase Average Revenue Per User (ARPU) by genuinely engaging sales agents, enhancing their motivation, and improving their overall performance. Achieving this wasn't simple. Sales agents typically faced high-pressure environments with aggressive targets and were accustomed to relying heavily on external rewards, such as commissions. My challenge was to design an engaging, cohesive gamified experience that tapped into deeper intrinsic motivations—providing users with autonomy, a clear pathway to mastery, and a meaningful sense of purpose.
Initially, the company's platforms were fragmented, causing operational inefficiencies and inconsistent user experiences. To tackle this, I immersed myself in extensive user research and led the design optimization, standardizing and streamlining user experiences across more than 150 unique screens. This involved detailed work in information architecture, meticulous wireframing, and iterative high-fidelity prototyping in Figma, ensuring seamless transitions and tailored workflows for distinct user roles.
Throughout the design process, I extensively utilized Design Thinking. Starting with comprehensive user research through surveys, direct feedback, and analytics, I pinpointed critical pain points and opportunities. My goal was clear—I aimed to deliver a user experience that would empower agents by providing a clear sense of autonomy, mastery, and purpose.
Central to this iterative approach was IxE, a proprietary design system I spearheaded alongside another senior designer. I took the lead in formulating the overall design language and strategic direction of IxE, standardizing the visual and interaction patterns across all screens. IxE featured hundreds of reusable components and fully supported accessibility through dark and light modes.
Close collaboration with data scientists and developers was integral, ensuring that the designs were actionable, scalable, and aligned with business goals. Early feedback from users has already indicated measurable increases in engagement, validating the effectiveness of thoughtful, well-structured design. Reflecting on this experience highlights the immense value of structured DesignOps processes, a robust design system, and the intentional fostering of autonomy, mastery, and purpose within user experiences. This project reinforced my belief in the transformative power of thoughtful, user-centered design.