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Pluma

Designing a clearer, more intuitive end-to-end experience for a growing consumer product

Brief context.

Pluma is a consumer-facing web product that helps users organize, manage, and complete key tasks through a simple, guided experience.

As the product grew, core workflows became harder to navigate, increasing cognitive load during key actions.

Pluma is a consumer-facing web product that helps users organize, manage, and complete key tasks through a simple, guided experience.

As the product grew, core workflows became harder to navigate, increasing cognitive load during key actions.

Project challenges.

Users faced unnecessary steps, inconsistent navigation patterns, and unclear next actions. Tasks that should have felt simple required too much effort and decision-making.

My contribution.

I owned UX design end-to-end, leading interaction design and usability improvements while partnering closely with product and engineering to simplify core workflows and support future scale.

Impact at a glance

• Improved clarity and usability across core user flows
• Reduced friction during key actions, validated through usability feedback
• Established reusable interaction patterns adopted in future features

Design Approach

I approached this project by identifying where users experienced friction and uncertainty. I reviewed existing flows and usability feedback to understand where complexity had accumulated.

Through iterative exploration and close collaboration with product and engineering, I focused on reducing steps, clarifying hierarchy, and making system feedback more predictable.

Solution

The final solution focused on simplifying navigation, reducing unnecessary steps in key workflows, and introducing consistent interaction patterns across the product.

Small changes like clearer hierarchy, improved feedback, and fewer decisions per task had an outsized impact on usability and confidence.

Outcome

The redesigned experience improved clarity across core flows, reduced friction during high-intent actions, and created a more scalable UX foundation for future features.

Reflection

This project reinforced that simplifying early and often delivers more value than adding functionality. Reducing cognitive load at decision points had the greatest impact on user confidence.

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Pluma

Designing a clearer, more intuitive end-to-end experience for a growing consumer product

Brief context.

Project challenges.

Project challenges.

My contribution.

My contribution.

Impact at a glance

• Improved clarity and usability across core user flows• Reduced friction during key actions, validated through usability feedback• Established reusable interaction patterns adopted in future features

Design Approach

I approached this project by identifying where users experienced friction and uncertainty. I reviewed existing flows and usability feedback to understand where complexity had accumulated.

Through iterative exploration and close collaboration with product and engineering, I focused on reducing steps, clarifying hierarchy, and making system feedback more predictable.

Solution

The final solution focused on simplifying navigation, reducing unnecessary steps in key workflows, and introducing consistent interaction patterns across the product.

Small changes like clearer hierarchy, improved feedback, and fewer decisions per task had an outsized impact on usability and confidence.

Outcome

The redesigned experience improved clarity across core flows, reduced friction during high-intent actions, and created a more scalable UX foundation for future features.

Reflection

This project reinforced that simplifying early and often delivers more value than adding functionality. Reducing cognitive load at decision points had the greatest impact on user confidence.

Request more case studies.

Request more case studies.

• Improved clarity and usability across core user flows
• Reduced friction during key actions, validated through usability feedback
• Established reusable interaction patterns adopted in future features