Project Background

Locatify, an Icelandic tech company, specializes in location-based storytelling and gamification apps. Their Creator CMS enables users to design engaging experiences such as treasure hunts, audio guides, and educational tours. Over time, as new features were added, the user interface became increasingly complex, leading to challenges in navigation and usability. Recognizing the need for a more intuitive and efficient system, Locatify embarked on a comprehensive CMS redesign.

That’s where I came in.

The existing Creator CMS had become cluttered and unintuitive, especially for non-technical users. Content creators faced difficulties in managing complex tour data and navigating between content types. The challenge was to redesign the CMS to be modern, scalable, and user-friendly for both newcomers and experienced users.

Basically: less "where do I click?" and more "let’s build something cool."

As the lead designer on the project, I collaborated closely with developers, the product owner, and customer support to understand user pain points. We conducted user research, including interviews and analysis of support tickets, to identify key issues:

• Confusing and inconsistent navigation
• Difficulty in previewing content in context
• Complexity in performing core tasks

So we set three guiding principles: Clarity, Flow, and Control.

Then we tested with our most active users, got feedback, and iterated. (And then iterated again.)

Moving in right direction

We developed wireframes for the CMS structure, emphasizing the tour editor and media manager. After testing and validating these concepts with stakeholders and customers, we proceeded to high-fidelity UI design. The new design featured a modular card system, collapsible panels, and breadcrumb navigation to enhance usability. Throughout the development process, we maintained close collaboration with the development team to ensure design quality.

The redesigned CMS launched as a major update and received overwhelmingly positive feedback. Users found it easier to understand and navigate, leading to a significant reduction in support requests. Key results included:​

• ✅ Fewer support emails (huge win for the team)
• ✅ Increased customer retention among DIY users
• ✅ Streamlined onboarding for new clients
• ✅ A modular design system facilitating future updates

Redesigning the Creator CMS was a rewarding challenge that underscored the importance of user-centered design in enhancing creativity and efficiency. The project not only improved the product but also empowered content creators to tell their stories more effectively through Locatify’s platform.