Measurementplan helps marketing teams manage website tracking events, from AI-powered scanning to exporting directly to Google Tag Manager.
The interface had grown without a consistent design language, making navigation cluttered and simple tasks harder than they needed to be.
The challenge was diagnosing what wasn't working and redesigning with enough restraint to improve without disrupting what users already knew.
I started with a UI audit, systematically reviewing every screen before touching any pixels. From there, I restructured the information architecture to simplify navigation, then moved into high-fidelity redesign, annotating every decision with reasoning, not just what changed, but why.
This project taught me that redesigning an existing product is a different kind of challenge than building from scratch. Every decision had to be justified, not just visually, but in terms of how it reduced friction for the user. Documenting the reasoning behind each change sharpened my ability to think and communicate as a designer.
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