To inform the redesign of ROAMmerchant, my PM and I adopted a Lean UX approach grounded in both historical insights and current user assumptions. We gathered qualitative user data through multiple channels and used it to define clear problem statements. Feature requests were tracked and communicated through project managers, while business and user requirements were shaped collaboratively with key stakeholders, including support and product teams.

We also conducted a detailed analysis of our customer database to better understand the type and size of our client base. This helped inform design priorities and user goals. In addition, I referenced quantitative metrics captured from the previous version of ROAMmerchant, using tools like Crashlytics to surface behavioral trends. This included data on average time on page, exit rates, unique pageviews, event triggers, and in-app search terms. These insights allowed us to identify pain points and understand which features were most used and valued by our users.

Using a combination of this data, I created user personas to guide the design process. For ROAMmerchant, our primary focus was on the target merchant, the ideal customer profile. These personas helped ensure that design decisions were rooted in real user needs and business objectives, ultimately leading to a more focused and effective user experience.