Designing a calm experience for busy professionals

CLIENT

Rexter

CLIENT TEAM

Product Director, CEO, CTO, Developers

LOCATION

Pasadena, CA

YEAR

2014

INDUSTRY

B2B, Tech, SaaS

TARGET USERS

Sales Teams, Professionals

MY ROLE

User Persona Definition, Information Architecture, Wireframes, User Journeys, Prototypes, Brand Definition, Visual Design Style, Multi-Platform App Design, Marketing

Networking is an essential responsibility for executives and business development professionals—Rexter’s relationship management system aims to increase productivity with automated to-do lists, smart follow-ups, and other tech-driven features.

The tech startup went through two rounds of funding valued at $1.4M and they needed to shift their focus towards design. With so many features and integrations, we had to make sure the product was super simple. Using the personas and user journeys defined with the Rexter team, I created wireframes and a working prototype of the product. These initial explorations allowed us to focus the app around its primary, AI-driven feature: the "magic" daily to-do list.

Thorough interaction design

All page interfaces and components were carefully designed for specific user journeys.

Every feature included in the product is meant to solve a deeper problem: reducing work-related stress. With this in mind, I designed a user interface that felt calming, airy, and decluttered. The Rexter product is its own unique category, but we benchmarked it against adjacent services such as LinkedIn, Salesforce, and Zendesk. The multi-platform UI was designed alongside the client’s development team, and includes a browser web app and native iOS mobile app.

FROM PRODUCT TO MARKETING

The design thinking for the product easily flowed into the startup’s marketing and sales assets. Continuing the themes of stress reduction, I designed a website that spoke directly to the audience’s pain points. Additionally, I created Keynote sales decks, email marketing, and other collateral to support the startup’s broader goal of user growth and acquisition.

In 2015, Rexter was one of 14 companies inducted into the Microsoft Ventures Digital Works Accelerator program.

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Stephen Sulistiawan

WORK — RESUME & BIO — CONTACT

hello@stephensulistiawan.com — 818 794 7749
3435 Wilshire Blvd, 14th Floor, Los Angeles, CA 90010