UX/UI Design

Project Overview

Hololink is a browser based SaaS-platform for creating Augmented Reality. It lets users make an AR experience and show it to viewers without the need for downloads. Following the launch of my designs, Hololink has more than tripled its userbase and seen a 60% increase in signups from the landing page.

My Role

I design the user experience and interface of the platform. My main tasks include;

  • User Research & Ideation
  • Building & maintaining design system
  • Wireframing and prototyping
  • Implementing Product-Led-Growth strategies in the user journey.

Design Process

I use Design Thinking in this process. The phases are:
1. Empathise, 2. Define, 3. Ideate, 4. Prototype, 5. Test.

The Problem

Hololink had few returning users and a low conversion rate on their landing page. The editor felt too "techy" and, due to development without a clear design direction, the UI was clumsy and badly stitched together. To solve this problem the right balance between deliverables and product-research was crucial due to limited resources.

Interviews, focus groups & thematic analysis

I conducted semi-structured interviews and facilitated focus groups with multimedia designers, design educators and students followed by a thematic analysis on the data. The participants were based on Hololink's target customers: creatives and designers.


I created the following persona from the thematic analysis data. It used the 'Goal-oriented' approach from interaction design.

Wireframes and sketches

I use hundreds of wireframes and sketches in the ideation phase of design to explore ideas, user flows and application structure, but also to communicate design ideas to the team. I highlight important elements with color and short text explanations.

The Solution

I built and maintained a design system, rebuilt the landing page and made sure users and the Hololink team were involved in every step of the design process. Landing page conversions and editor signups increased by 60%, compared to the old website and the usability of the editor vastly improved, according to users.

Design System

I built and maintained an atomic based design system in Figma to ease usability and reduce development costs. The components all enforced the intended visceral behavior of users: "I can learn this, it looks easy and familiar!".

Landing Page

I designed and built a landing page using Webflow focused on converting users to sign up for the editor.

Usability tests

I use different forms of usability tests like 'over-the-shoulder' and 'think-aloud prototocol'. I carefully document each problem using recordings and timestamps, category and severity to communicate issues to the development team.

Final Prototype

Utilizing the design system I design prototypes and mockups for implementation and user tests.

What I learned

I have learned what it means to be a full-time professional designer, where creativity and design are a means to fuel business needs. As a fulltime designer you learn how to communicate design to colleagues with different backgrounds and mindsets. While this sounds trivial, teamwork and communication will make or break the product and whether the team solves real problems that make a real difference for users.