Belmin – Figma, Product design, Prototyping

The client was a business management platform developed in-house by TheAD, a Sydney-based digital agency. Designed to support small to mid-sized teams, it streamlined day-to-day business operations by offering features such as task management, internal communication, performance tracking, and project oversight. The platform provided a cohesive experience across web and mobile, helping teams improve productivity, collaboration, and visibility into key business metrics.

Belmin carried out the following tasks:

• Led the full-scale redesign of MeMate, covering the web and mobile application, website ensuring a cohesive and user-friendly experience across all touchpoints;
• Designed and implemented a custom design system, improving consistency, scalability, and development efficiency;
• Transformed outdated workflows into intuitive, streamlined processes, making it easier for businesses to manage sales, expenses, and team operations from a single platform;
• Enhanced analytics and reporting tools, enabling managers to track performance, identify inefficiencies, and make data-driven decisions with confidence;
• Played a key role in developer handoff, providing detailed documentation, prototypes, and assets to ensure smooth implementation.

The customer was a learning and development platform that used interactive simulations and gamified experiences to help organizations improve leadership, communication, and change management skills. It was designed for consultants, HR professionals, and educators to deliver engaging, scenario-based training that mirrored real-world challenges. The platform provided tools for tracking progress, customizing simulations, and measuring learning outcomes, empowering teams to build stronger competencies through hands-on, digital learning journeys.

Belmin's main scope of duties included such contributions:

• Led the redesign of Actee to enhance user retention, focusing on a smoother gameplay experience that encouraged users to return and stay engaged;
• Identified and resolved navigation and usability issues, reducing confusion and frustration to ensure users could focus on core actions without distraction;
• Built a custom design system from scratch to support a more consistent, scalable interface across the platform;
• Designed gamified elements like progress tracking and performance rankings to motivate users, ultimately increasing session duration and driving repeat engagement;
• Applied A/B testing to optimize the design for business impact, aligning the solution with goals like improved user satisfaction, increased retention, and longer session times.

This project was a digital platform developed to support Australian small business owners with personalized advice, resources, and tools. It aimed to simplify access to government support, business planning, and financial guidance by offering a tailored experience based on the user's business stage and needs. Through intuitive design and an easy-to-navigate interface, the platform helped entrepreneurs make informed decisions and confidently manage their business journey.

Among others, Belmin achieved the following:

• Led the redesign phase, transforming a complex automation tool into an intuitive, user-friendly platform for business owners;
• Simplified navigation and feature discovery, making it easier for users to find and connect automation tools without confusion;
• Developed a scalable design system, ensuring consistency across the platform while improving usability and workflow efficiency;
• Improved onboarding and feature guidance to help users quickly understand automation capabilities, reducing drop-off rates and increasing engagement;
• Simplified complex automation workflows, improving usability and allowing businesses to implement process automation more effectively.

A unified platform for launching and managing consumer and commercial credit card programs, offering secure and scalable solutions for brands and fintechs.

• Worked closely with a senior designer, focusing on perfect craftsmanship, detailed documentation, and UX best practices;
• Collaborated with another product designer to align our designs with a pre-defined design system, ensuring consistency and scalability across the platform;
• Designed and structured the platform from the ground up, ensuring a seamless and intuitive user experience for managing credit card programs;
• Created wireframes, prototypes, and high-fidelity designs, refining user flows and interactions based on feedback and usability testing;
• Balanced business goals, technical constraints, and user needs, delivering a functional, scalable, and user-friendly product for financial platforms.

A blockchain-powered platform for secure medical data exchange and collaboration. It streamlines workflows for healthcare professionals, ensuring privacy and efficiency.

• Led the end-to-end redesign of the platform, improving usability, accessibility, and efficiency for medical professionals;
• Developed a custom design system to create a consistent, scalable UI, streamlining workflows and enhancing the user experience;
• Redesigned the entire web and mobile app, ensuring a cohesive experience across platforms and seamless usability on all devices;
• Improved navigation and interface clarity, reducing complexity and ensuring seamless interactions for healthcare teams;
• Designed secure and intuitive data management tools, improving access to patient information while maintaining compliance.