Journey Analysis Team (JAT)

The Journey Analysis Team is a continuous cross-functional effort of UX, Content Design, User Research, and CRO to improve the customer experience through data, design, and rapid experimentation in real time.

Overview / TL;DR

MY ROLE

Driving the full design workflow across multiple iterations, including:

• Planning and facilitating Figma-based co-creation sessions
• Curating and interpreting research, Contentsquare data, and page analytics
• Drafting and aligning early problem statements
• Bringing design system components into real-time ideation
• Leading high-fidelity prototyping across all 3 tiers
• Presenting concepts for stakeholder validation and leadership alignment
• Iterating based on User Research sessions

process

Driving the full design workflow across multiple iterations, including:

1. Discovery

• Reviewed and highlighted key insights from user research, analytics, and page performance
• Collaborated with Research, CRO, and Content to define friction points
• Drafted high-level problem statements to align the team

2. Co-Creation Workshops (in Figma)

• Prepared structured working files including design system elements, layout building blocks, and content references
• Facilitated hands-on sessions to define the structure of MVP, Enhanced MVP, and North Star experiences
• Captured decisions and iterations directly in the design files

3. Design & Prototyping

• MVP: Realistic, using only Sage Design System components with no dev requirement.
• Enhanced MVP: With new layout structures, improved hierarchy and low-dev requirement
• North Star: A visionary approach with no business size segmentation and fully modular discovery

4. Validation & Testing

• Shared and refined each design tier through stakeholder feedback
• Conducted moderated usability testing in partnership with the Research team
• Synthesized findings to define improvements and select MVP+ enhancements for release
• Shared final recommendations with leadership for alignment

The 3 Design Approaches

MVP - Realistic & Shippable
Built fully with Sage Design System to allow a quick go-live.

• Updated layout to introduce Sage Accounting & Payroll suite
• Sage Copilot presentation
• Made eligibility rules more visible
• Change segmentation based on business size

🛠 Constraint: No-code using design system components only
🎯 Goal: Fast-to-market and testable

Enhanced MVP - Flexible & Improved
Improved layout and information hierarchy to support better comprehension and usability.


• Reworked product cards for clarity
• Grouped content more intuitively
• Improved placement and wording for Copilot messaging
• Enhanced call-to-action structure

🛠 Constraint: Light development effort

🎯 Goal: Improved experience with modest dev investment

North Star - Visionary & Scalable
Future-facing version, unconstrained by platform limits.


• Removed business size segmentation
• Unified product discovery into a modular, use-case-based journey
• Elevated Sage Copilot as a persistent design element
• Aligned with long-term One-Sage design vision

🛠 Constraint: Conceptual; requires platform evolution

🎯 Goal: Define future direction and test ambitious design thinking

Outcomes & Impact

✅ All 3 prototypes were tested with users, and the results guided refinement
🔄 The final design (MVP + enhancements) was implemented and shipped
🌟 The North Star approach was retained as a model for future projects and a strategic reference
🤝 The Journey Analysis approach was adopted as a go-to method for tackling other complex product journeys at Sage
💬 Users reported improved clarity in plan options and better understanding of Sage Copilot across the page

Reflections

This project represents a powerful intersection of strategy, speed, and creativity. It taught us how to bring alignment across teams, frame decisions around user and business needs, and keep future thinking in view - without getting stuck in limitations.

At the start, the process was challenging. The team was used to receiving clear asks and fixed scopes, so shifting into a collaborative discovery mindset was unfamiliar and, at times, uncomfortable. Working without knowing all the answers upfront and doing it live in Figma required trust, flexibility, and a shift in expectations.

But over time, the team embraced the process. They began to enjoy the freedom to explore, challenge assumptions, and co-create solutions together. It wasn’t always easy, but the outcomes exceeded what any of us could have done in isolation.

This project reinforced the power of live, cross-functional design work - especially when solving complex, ambiguous problems. It showed how much better the solutions can be when everyone has a seat at the table from the beginning.

“Crazy how much was done in such short of time.”
- Everyone, Sage