Bridl is the first digital marketplace to buy and sell premium sports horses worldwide. The main focus is to bring transparency, security, and ease to the equine trade business.
Role: UX Designer
Team: Hatch Studio project (Now Boldheart.io)
Status: Launched
Year: 2020 - 2021
Introduction
As a UX Designer for Bridl’s project, I played a crucial role in the conception and launch of this innovative digital marketplace. Our primary goal was to bring transparency, security, and ease to the equine trade business. Through meticulous research, strategic planning, and collaborative design efforts, we successfully developed a Minimum Viable Product (MVP) that met user needs and business objectives.
Situation
Bridl aimed to revolutionize the equine trade industry, which was traditionally plagued by a lack of transparency and security. Our task was to create a digital platform that would streamline buying and selling premium sports horses, making the process easier and more trustworthy for users worldwide.
Task
As the UX Designer, my responsibility was to:
➡️Conduct extensive research to understand the market and user needs.
➡️Develop a user flow that aligns with user needs and business goals.
➡️Design user interfaces for both web and mobile platforms.
➡️Collaborate with stakeholders and the development team to ensure the product's success.
Action
Research and Analysis
📝Desk Research: Gathered data from industry reports, user feedback, and competitor analysis to identify key trends and patterns.
📝User Personas: Created detailed user personas to represent different segments of our target audience.
📝User Journeys: Mapped out user journeys to understand pain points and opportunities.
User Flow and Information Architecture
📑User Flow: Designed a user flow that addressed both user needs and business goals.
📑Information Architecture: Organized the content structure to ensure intuitive navigation and accessibility.
Concept Design
🖌️Look and Feel: Focused on creating a visually appealing design that resonated with our target audience.
🖌️Layout and Color Scheme: Selected a clean and modern layout with a colour scheme that conveyed trust and Bridl's vision.
Interface Design
🎨User Experience: Ensured the design was user-friendly, making it easy for users to navigate and find the information they needed.
🎨Design Exploration: Experimented with various layouts, fonts, and iconography to find the best solutions.
🎨Unique Challenges: Addressed the unique challenges, such big amount of information on a smaller screen and different interaction patterns.
🎨Simplicity and Intuition: Created a simple and intuitive design that provided all necessary functionality and features.
Collaboration and Development
🗣️Design Specs: Provided detailed design specifications to the development team.
🗣️Close Communication: Maintained close communication with developers to ensure the final product met all requirements and was functional and efficient.
Result
Bridl was successfully launched, bringing a new level of transparency, security, and ease to the equine trade industry. The MVP received positive feedback from users and stakeholders, with notable improvements in user satisfaction and engagement.
🥇User Satisfaction: Increased user satisfaction due to the platform's ease of use and intuitive design.
🥇Market Penetration: Achieved significant market penetration, attracting users worldwide.
🥇Stakeholder Approval: Earned high praise from stakeholders for the seamless design and efficient development process.
Reflection
Working on Bridl was a transformative experience that honed my skills in UX design, research, and collaboration. This project demonstrated the power of thorough research, strategic planning, and close collaboration in creating a successful digital product. The positive impact on the equine trade industry and the satisfaction of our users and stakeholders are testaments to the project's success.
