HICARI 2.0 What’s behind a redesign

This article aims to explain what goes on behind a redesign and everything it entails, for those curious about what the process has been like at HICARI.

This isn’t decided overnight at a meeting; it takes weeks or months of considering whether to take the step. Because while this is happening, many other things are put on hold.

Once HICARI’s issues and workflow have stabilized without major new needs, the decision is made to undertake the redesign.

Mainly between Gonzalo (CTO) and Miguel (CMO), who define and constantly iterate on it.

The workflow goes like this:

1. Put the needs and technical requirements in writing.
2. Gather feedback on improvements from HICARI customers and users.
3. Prioritize.
4. Develop it (yes, with the help of AI).
5. Review it and iterate on the design and features with Miro:

Implement what was discussed in meetings and on Miro.

Upload it to Staging.

Test, test, and keep iterating.

Start over.

• A complete redesign takes 3 months, full time.
• But it isn’t just a redesign; it includes new functionality and adding new features. This takes 4–5 months.

For those of us who work in marketing, it’s great to work on projects like this that involve everything. From the product to UI, UX, SEO… all with the goal not only of improving conversion rates, but also of making the platform even more usable and easier for new customers to understand, and more productive and useful for returning customers.

Many questions arise during the process: how should we do this? What’s better? The fact is, there are no guidelines for everything, and there are no good or bad practices for many things. Only time and customer feedback will tell us whether we got it right or wrong. From small copy changes to new features that we assume will make life easier and perhaps… just perhaps, only make a simple process more complex.

And best of all, the redesign generates dozens of new tasks and improvements for future versions.

• Improved requests. We’ve added more options, such as more hooks, longer durations, and the ability to attach files to a request, among other things.
• English, French, Portuguese, Italian, or German. The platform is now available in these languages, which means the number of creators from and speaking these languages will gradually increase. 
• More than one video/creator per request. From ‘Public Request’, you can launch a single brief and select several creators.
• Several revisions at no extra cost (if the creator accepts). No more sending links via Drive or WeTransfer; everything will go through the platform. Nice and organized.
• Filter creators by nationality. If you’re looking for a creator from a particular country or region, you can now do so, even if they don’t live there.
• Creator score. We’ve developed an algorithm that scores each creator based on their activity on the platform. Another metric to help you decide whether to trust one profile over another.
• Organize by folders. You can organize both your requests and your creators more effectively.
• My creators. Special mention goes to this new section within ‘Creators’, where you can organize your creators, create selections, and share them with anyone you choose. A very useful tool for analyzing and suggesting creators.

Have you seen the new HICARI yet?

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