Context

Reach is a B2B platform designed to help teams manage brand engagement and partner activity across multiple accounts. The product needed to balance two very different surfaces:

• Client-facing experiences that explain value clearly and drive adoption

• Operational/admin experiences that let internal teams manage accounts, permissions, workflows, and structured data efficiently
  

The challenge

The core challenge wasn’t “making screens look better.” It was making the product legible and operable under real-world complexity:

• Multiple user types with different permissions and responsibilities

• Admin workflows with lifecycle states (draft → review → publish / activate → archive)

• Data tables and entity management that needed clarity at speed

• Consistency across UI patterns so engineering could ship fast without UX entropy

The aim was to move the platform from “functional” to credible, scalable and market-ready

Roles

Worked directly with stakeholders to define product direction and deliver production-ready UX and UI. Responsibilities included:

• Product strategy and UX direction (north star, scope definition, priorities)

• Information architecture across admin and client-facing areas

• Workflow design (states, actions, permissions-aware UI)

• Dashboard and table patterns (filtering, sorting, bulk actions, drill-down)

• Component and pattern definition to support scalable build-out

• High-fidelity Figma delivery with developer-ready specs

What was delivered

1) Admin & portal architecture

A substantial part of the engagement focused on the operational layer of the product — the “control room” that makes client experiences possible.

Work included:

• Entity management: accounts, organisations, users, roles, and configurable objects

• Role-based access patterns: admin vs client vs contributor vs view-only

• Permissions-aware UI: actions, visibility, and error-prevention aligned to user role

• Auditability considerations: status, history, and operational clarity

This work maps directly to modern client portals and project-management systems: structured entities, multi-step workflows, and high-frequency admin tasks.

2) Workflow design and state logic

Operational products succeed or fail on workflow clarity. I defined consistent lifecycle patterns so teams could predict how the system behaves.

Typical patterns included:

• Draft → review → publish / activate

• Status indicators and clear “next action” affordances

• Safe destructive actions (archive, delete, rollback)

• Empty, loading, and error states designed as first-class UX

3) Data-heavy tables, filters, and drill-down

Admin surfaces are often “table-first,” and the UX must work at speed. I created repeatable patterns for:

• Dense tables with hierarchy and scan-friendly alignment

• Filtering + sorting + search

• Bulk actions and multi-select

• Detail panels or drill-down views for fast context switching

• Pagination / performance-friendly navigation patterns

The goal was to reduce cognitive load while keeping the product powerful.

4) UI consistency through scalable patterns

To keep build velocity high, I translated the UX into consistent UI patterns that engineering could reuse confidently:

• Component rules (states, spacing, behaviour)

• Repeatable layouts for list/detail and settings areas

• Clear hierarchy for typography, actions, and system feedback

This reduced fragmentation and made it easier to expand the product without redesigning the same problems repeatedly.

Outcome

Reach left the engagement with a clearer product structure and a more scalable UX foundation:

• A coherent admin/portal architecture supporting multi-account operations

• Defined workflow and state logic that reduced ambiguity and rework

• Reusable table/filter/drill-down patterns for data-heavy management tasks

• Higher-quality UI consistency aligned with “market-ready” expectations