JUBA. PORTFOLIO/2026
GET IN TOUCH
Awwwards Nominee
02 · JET

Redesigning the case-management workflow 60+ teams live in.

ROLE
PRINCIPAL PRODUCT DESIGNER
COMPANY
Dell
TIMELINE
2023
SCOPE
Enterprise workflow redesign · Quantitative usability testing · Information architecture · Rollout & change management
SalesforceEnterpriseUsability Testing60+ TeamsWorkflow
01

CONTEXT

Dell’s internal “airport” — JET routes and manages cases across 60+ teams on Salesforce Lightning, and powers services behind dell.com. Internal, but load-bearing.

Salesforce Lightning
60+
Teams served
130K
Employee org
Load-bearing internal tool
02

THE CHALLENGE

This airplane took a wrong turn — three problems taxed every case, and the fix had to be surgical inside Salesforce Lightning.

High case rejection

Routing issues bounced cases back and multiplied the work.

High cognitive load

Confusing, complex forms taxed every user on every case.

No personalization

No use of user data to tailor or speed the experience.

03

WHAT I DID

  1. Ran quantitative usability testing

    A structured before/after study — think-aloud, screen recording, success/errors/time/ignored fields.

  2. Redesigned for clarity within Lightning

    Reworked IA, field prominence, progressive disclosure and errors — cutting the noise.

  3. Measured the redesign vs. the original

    Re-ran the same script on the new flow — validated with numbers, not opinion.

THE REDESIGN · BEFORE / AFTER
BEFORE — the inherited “Create a Case” form: dozens of fields on one endless page (auto-scrolling to show its full length)
BEFORE
BEFORE — the inherited “Create a Case” form: dozens of fields on one endless page (auto-scrolling to show its full length)
AFTER — a guided 4-step flow: Definition → Information → Details → Review & submit
AFTER
AFTER — a guided 4-step flow: Definition → Information → Details → Review & submit
BEFORE — the old JET home: a wall of colour-coded case categories to scan through
BEFORE
BEFORE — the old JET home: a wall of colour-coded case categories to scan through
AFTER — templates + clear case categories, so expert shortcuts are accessible to everyone
AFTER
AFTER — templates + clear case categories, so expert shortcuts are accessible to everyone

Same platform, fewer decisions: the sprawling single-page form became a four-step flow that hides optional fields and confirms before submit — and the category cards turn an expert’s shortcuts into something every team can use.

THE PROCESS

The UX strategy and discovery for JET, mapped end to end — from interviews to a prioritized backlog.

UX ROADMAP

22Q3 → 23Q1

  1. Observation & Interviews

    22Q3 · REQUESTERS22Q4 · AGENTS
    • Interviewed users across distinct demographics and JET proficiency — mainly by shadowing real usage.
    • Traced the journey from when the need appears to case submission, noting how users felt along the way.

    GUIDED QUESTIONS

    • Understand demographics.CONTEXT
    • How are the user’s job role and work related to JET?DESCRIPTIVE
    • What are the first steps the user takes before even starting on JET?DESCRIPTIVE
    • How is the first contact with the tool?BEHAVIOUR
    • What types of cases is the user familiar with?DESCRIPTIVE
    • How does the user fill in the new-case form?BEHAVIOUR
    • What are the user’s concerns when creating a case?DESCRIPTIVE
    • How does the user interact with a case after it’s created?GENERATIVE
    • What issues is the user afraid to pass on once a case is created?REACTIVE

  2. Personas

    22Q3 · REQUESTERS22Q4 · AGENTS
    • Classified users from the interviews, then grouped them into two–three personas where journeys and feelings aligned.

  3. User Journey

    22Q3 · REQUESTERS22Q4 · AGENTS
    • Drew the AS-IS journey per persona to pinpoint pain points — and a baseline to measure new-feature ROI against.

  4. Heuristics Evaluation

    22Q4 · REQUESTERS
    • Ran a Nielsen heuristic evaluation to catch anything degrading the JET experience.

    10 USABILITY HEURISTICS · NIELSEN

    01VisibilitySOME

    Little feedback when creating a case.

    02MappingTOO MANY

    Generic case types, categories and sub-categories confuse groups about terms.

    03FreedomSOME

    No review/confirmation — a case created wrong can’t be deleted.

    04ConsistencyTOO MANY

    Inconsistent warnings, color code, headers and nav from page to page.

    05Error preventionTOO MANY

    No review step; critical actions fire with no confirmation.

    06RecognitionTOO MANY

    Field positions shift for the same content depending on case type.

    07FlexibilitySOME

    Few options to personalize or speed up everyday tasks.

    08MinimalismTOO MANY

    Extensive forms; dense 3-column pages bury critical info.

    09Error recoveryNONE

    No notable issues found.

    10Help & docsSOME

    Not all fields have tooltips; no glossary for option-field terms.

  5. Benchmark Baseline

    22Q4 · REQUESTERS23Q1 · AGENTS
    • Gathered current-state metrics to compare against industry standards and future iterations.

    REQUESTER BENCHMARK

    QUT · 36 PARTICIPANTS · REMOTE MODERATED

    Search for a specific case

    Most users skip filters — the screen is mainly for checking the last case’s status and cloning an older one.

    TIME ON TASK

    1:06

    EASE /7

    4.4

    SUCCESS RATE

    73%

    USE FILTERS

    6%

    Create a case

    Cognitive load is too high to recall even the last case — and almost half the form is ignored.

    TIME ON TASK

    3:13

    EASE /7

    4.0

    SUCCESS RATE

    58%

    % IGNORED FIELDS

    40%

    Interact with case & agent

    Users ignore case comms unless the status flags On Hold / Edits Needed — they prefer email or Teams.

    TIME ON TASK

    2:01

    EASE /7

    5.0

    SUCCESS RATE

    79%

  6. Assumption Board Review

    22Q4 · REQUESTERS23Q1 · AGENTS
    • Validated the discovery assumptions with a CSD matrix.

  7. UX & Product Backlog

    22Q4 · REQUESTERS23Q1 · AGENTS
    • Prioritized issues with PM and stakeholders, and proposed a new journey for each problem statement.
04

OUTCOMES

Same platform, fewer decisions — and the numbers moved (full before/after below).

Task success +29 pts

58% → 87% on the very same usability script.

Ignored fields −75%

40% → 10% — the clearest sign the IA got better, not just the visuals.

05

WHAT I LEARNED

IA beats styling

On a constrained platform, structure moves the numbers more than surface.

Evidence over taste

Before/after testing makes a redesign a matter of evidence.

Rollout is design

At 60+ teams, change management is part of the work, not an afterthought.

Results

USABILITY TESTING · BEFORE / AFTER

TASK SUCCESS

WAS
58%
NOW
87%

EASE OF USE (/7)

WAS
4.0
NOW
6.3

TIME ON TASK

WAS
3:13
NOW
2:41

IGNORED FIELDS

WAS
40%
NOW
10%

Measured with the same usability script, before vs. after the redesign.

60+

TEAMS SERVED

130K

EMPLOYEE ORG

9 mo

PROJECT

+29pp

SUCCESS LIFT

“On a constrained platform, information architecture moves the numbers more than surface styling.”

03NEXT PROJECT
TOKENS