UX PROCESS

A scalable, evidence-based design methodology to deliver better product quality

CONTEXT & CHALLENGE

Agorapulse is a large, feature-rich social media management platform used by teams of all sizes.
When I arrived, many workflows had grown organically over several years; resulting in complexity, inconsistent patterns, unclear interactions, and unpredictable behavior.

The Publishing Composer (one of the core features) was particularly challenging:

→  Multiple entry points
→  Deeply nested configurations
→  Low predictability across social networks
→  High friction for both new and expert users
→  Frequent misunderstandings and support tickets

User Quotes - Pain Points

“I never know if I’m scheduling the right thing… I often feel like I’m guessing.”
Social Media Manager, France

“Every time I need to publish for multiple profiles, it feels like starting over.”
Agency Content Lead, UK

“I love Agorapulse, but scheduling is the only part where I keep getting stuck.”
SMB Owner, Canada


The challenge:
Design a repeatable, measurable UX Process to transform complex flows into intuitive, consistent, and learnable experiences; without slowing down delivery.

APPROACH & METHODOLOGY

My process combines clarity, evidence, and iteration, adapted for a multi-squad environment.
It is built on three pillars:

1. THINK: UNDERSTAND BEFORE DESIGNING

Before exploring any solutions, I focus on understanding the problem space precisely:

→  Discovery with PM & Tech to align on constraints
→  User interviews to capture mental models and workflows
→  Shadowing sessions inside real client processes
→  Quantitative usability testing (task success, error rate, time on task)
→  Standardized scores (SUS, SEQ) to benchmark usability
→  Analytics review to connect behavior with friction

What we heard from users:

“I didn’t realize I could pick different times for each profile. The interface doesn’t make it obvious.”
Participant during usability testing

“I’m always afraid to make a mistake, especially with Instagram. Too many steps.”
Publishing Specialist, US

Outcome: A shared, evidence-based understanding of user needs and UX priorities.

2. MAKE: FROM CONCEPTS TO USABLE EXPERIENCES

Once the problem is clear, I collaborate with PMs, engineers, and designers to explore, simplify, and align:

→  Heuristic analysis to highlight structural issues
→  Sitemaps & flows to reduce cognitive load
→  Team ideation workshops to generate solutions
→  Wireframes to test hypotheses early
→  Interactive prototypes for scenario-based validation

This structured exploration is what led to the complete redesign of the Publishing Composer, one of Agorapulse’s most critical and complex features.

BEFORE → AFTER

The original composer suffered from fragmentation, visual overload, and unpredictable behaviors.
Through several iterations, we redesigned the entire workflow to make publishing simpler, clearer, and faster, while improving hierarchy, readability, and predictability.

3. CHECK: VALIDATE, MEASURE & IMPROVE

Validation is central to my process.
Every meaningful iteration goes through structured testing:

→  Unmoderated usability tests with Maze
→  Task-scenario missions
→  A/B tests for interaction choices
→  Success metrics: completion, error rate, time on task
→  Surveys: SUS, SEQ, post-test questions
→  Qualitative feedback to understand confusion or unmet expectations

A/B VALIDATION EXAMPLE - SCHEDULING FLOW

We tested two different scheduling patterns with 52 participants.
Solution 2 outperformed Solution 1 across every metric:

→  Better task success
→  Fewer errors
→  Higher clarity
→  Faster completion
→  Higher SEQ & SUS scores


“Oh, this one finally makes sense. I can see all my dates at once.”
User comparing prototype options

“This feels faster. I know exactly what’s selected.”


Outcome: Solution 2 was selected.

4. MEASURE (CHECK PART 2): TRACKING QUALITY OVER TIME

FINAL RESULT

“This is way clearer than what I use today. I didn’t need to think.”
SEQ respondent

“I trust this flow more. I’m not afraid of making a publishing mistake anymore.”

“I could do the task on the first try, which never happens.”

After the redesign of the Publishing Composer:

→  SUS score: 83.8/100 - Close to excellence
→  Task success rate: +32%
→  Perceived effort (SEQ): significantly reduced
→  Predictability and clarity dramatically improved

These results validated the strength of the new UX Process.

SELECTED UI IMPROVEMENTS

Across the product, I led high-impact improvements:

→  Simplified scheduling workflows
→  Redesigned location & tagging flows
→  Complete revamp of the image editor
→  New Instagram Grid preview
→  Smoother multi-profile publishing
→  A more modern, unified interface
→  Future UI explorations for long-term evolution

Each redesign was grounded in research, tested for clarity, and optimized for real user behavior.

OUTCOME

Through this UX Process, Agorapulse now ships features with:

→  higher usability
→  clearer decision-making
→  fewer regressions
→  stronger design–engineering alignment
→  measurable product quality improvements

This process is now used across multiple squads and continues to support the product’s evolution at scale.

“Publishing is no longer the stressful part of my day.”
Long-time Agorapulse user


“I save several minutes on each post now. Across a week, that’s huge.”


“It finally feels consistent. Everything behaves the way I expect.”

READY TO SIMPLIFY COMPLEXITY AND LEVEL UP QUALITY? LET'S TALK.