In February 2019, I took a leap of faith and joined a new team on a new startup within the Adecco Group, I company I had worked for from 2011 to 2018. For the next 12 months, working closely with the CEO and the VP of Product, I evaluated the product, researched and analyzed the market, determined a new path forward, then worked with my team to execute on our new plan, redesigning the current product, launching a new offering, and more. Here's a recap of that journey.

One year leading design and product at YOSS

Phase 1

When I first joined YOSS, the product was live in France, and that product had just been duplicated and translated into English and pushed live in the US. I spent the first couple months learning and researching our target audience as well as the market in general, as there was a desire to shift the product in a new direction. 


I led our:

  • Competitor analysis
  • Market research
  • Persona development
  • Product-market fit analysis
  • Product ideation and testing
  • Product audit on US and FR platforms

Phase 2

After documenting the UX and usability issues with the current product in US and France and deciding on several viable product solutions that would provide a desirable product-market fit, I began to validate these ideas. This included comprehensive research with several Enterprise companies and teams at recruitment agencies, as well as freelancers and flexible workers. I developed sample products of our strongest ideas in order to test, gather feedback, and validate. 


I led our:

  • User research
  • User flows
  • Wireframes
  • Product design
  • User testing
  • Team workflows
  • Team collaboration, including shared drives, Figma, Miro, Trello and more

Phase 3

To determine which direction to take the product, there were many factors at play, most of which I can't disclose here. After deciding on the core product idea to go forward with, a talent management system for the contingent workforce, we needed to build out the team and resources and bring this product to life, while also redesigning and fixing the issues with the current platform.


I led our:

  • Product roadmap and strategy
  • Building out a team, including Team Playbook
  • Sprint planning
  • Developing a new design system
  • Redesigning the current product
  • Designing new Talent Pools product

Phase 4

At this point, we were over the initial bumps in getting the work started. Around this time, I began to plan for 2020. I developed a report on the State of Design within YOSS, which included a proposal to move remote and build a remote team. This proposal was approved, and as a result, our CEO also decided to move Marketing under my leadership as well, so I set forth leading several workshops on marketing strategy.


I led our:

  • Continued research and testing
  • Product backlog delivery
  • Iterative design sprints
  • Marketing strategy development
  • Sales enablement strategy development
  • Go-to-market strategy development

Phase 5

Towards the end of 2019, I led the team in developing themes for our 2020 product roadmap, which we fully developed and began to deliver on during this time. I worked with my Senior designer to build out a meaningful brand identity, and launched the new look along with a scrappy marketing website that I built myself in HubSpot. I continued to run product and user research and testing, ensuring our product efforts were closely aligned with user's needs and the goals from the business.


I led our:

  • Launching the new product
  • Brand identity redesign and launch
  • Designing and building new marketing website pages
  • New theme-based product roadmap
  • Continued market research and user testing

Experienced in:

Leading design

User experience design

Design systems

Wireframes and prototypes

Art direction

Branding and identity systems

Content and copywriting

Campaign development

Information architecture

Leading products

Market and user research

Product-market fit validation

Developing roadmaps

Requirements gathering

Prioritization 

User stories

Sprint planning

Product design

Leading teams

Design thinking + ideation sessions

Recruitment and hiring

Mentoring

Workshop facilitation

Product strategy development

UX and design strategy development

Marketing strategy development

Forecasting and future planning


Don't stop there! Continue on to another case study.

UX and Design Director
Leading Product at YOSS

Portland, OR | Remote

Lacey Selvagn