Voyado: Continuous discovery system

Outcome

Built a comprehensive FigJam reference covering applicable research methods, how each works, when to use each one, and how to combine them, leaving a junior design team with a shared framework they could apply independently. Also contributed to refining the Voyado Engage design system and delivered impact maps and wireframes for the Voyado.com redesign handoff to an external agency.

Context

Voyado is a marketing platform for retail and e-commerce companies. When I joined as UX Lead in 2022, the design team was growing but still junior, with no established research practices. My primary mandate was to build research capability the team could sustain without me.

I led UX as a practice for Voyado Engage, supporting designers on research methods, service journeys, and the evolving design system. In parallel, I contributed impact maps and wireframes for a Voyado.com redesign, with visual design and development handled externally.

Challenge

The main constraint was durability. I was there for a limited period, so the team needed a reference for which research methods to use, when to apply each one, and how to combine them, without relying on me after I left.

For Voyado.com, the challenge was narrower: structure the site and define what it needed to communicate, without owning visual execution. The wireframes and impact maps had to hold together as a clear brief for an external agency.

Approach

**FigJam research reference.** I built a comprehensive FigJam board covering applicable research methods, how each works, when to use it, and how to combine them. It became the team's shared starting point for planning research.

**Repeatable research loop.** I mapped a process that combined quantitative signals (analytics, product data) with qualitative methods (onboarding sessions, user testing, cross-market collaboration). The goal was a loop designers with less research experience could follow and get usable insights from.

**Engage design system.** I contributed refinements to the Voyado Engage design system and mapped existing customer journeys to see where experience and product assumptions diverged. I evaluated whether a dedicated journey tool like TheyDo was the right fit and recommended how journey mapping should fit ongoing work.

**Voyado.com handoff.** For the marketing site redesign, I used impact maps to connect business goals to site structure and produced wireframes as the brief for the external agency.

Impact

The research framework was developed through sessions with the design team, with me leading and finalizing the output. The team left the engagement with a shared process for continuous insight gathering they could run independently as new designers joined.

Engage design system refinements landed in ongoing product work. The Voyado.com redesign launched with an information architecture grounded in impact mapping.

Reflections

Most of the value on this engagement lives behind the scenes: research infrastructure, journey maps, impact maps. The FigJam reference was the piece designed to outlast my tenure. If I returned, I would extend it with more worked examples tied to specific Voyado Engage features, so less experienced designers could see how abstract method choices play out in real product decisions.