TicCompany: Designing A Knowledge-Driven QA Ecosystem
Context & Challenge
TicCompany is a marketplace connecting professionals and organisations — but its QA (Quality Assurance) journey was fragmented and inconsistent. Users struggled to verify skills, share insights, and find meaningful learning pathways.
The problem wasn’t lack of features — it was about clarity, trust, and progression. Without a coherent experience for QA and professional profiles, engagement plateaued, and perceived value diminished.
Role & Contribution
As the lead designer on this initiative, I:
- Defined the UX vision in partnership with product leadership
- Scoped the QA ecosystem as a strategic differentiator
- Led research, concept framing, and interface design
- Partnered with engineering to align technical feasibility with experience intent
- Championed quality and consistency through reusable patterns
My role was anchored in translating a loosely defined product problem into a strategic, systems-based design direction.
Research & Insights
I engaged a blend of research methods:
- Stakeholder interviews to uncover business goals
- User feedback to understand motivations and pain
- Competitor analysis to distinguish positioning opportunities
Key insights:
- Users needed visible progression and clear indicators of expertise
- QA feedback loops were perceived as opaque
- Navigation patterns lacked predictability
- Long-term engagement depended on trust signals
These insights informed our reframing: QA wasn’t a feature — it was part of the professional identity journey.
1
Goals & Strategic Objectives
- Strengthen perceived expertise and reputation validation
- Improve discoverability and clarity in QA workflows
- Reduce cognitive load in professional profiling
- Design reusable patterns for future knowledge features
2
Design Strategy & Approach
We focused on:
- Progression hierarchy: Clear milestones and visual indicators
- Guided interaction flows: Reduced friction in QA actions
- Trust signals: Ratings, feedback summaries, and consistency cues
- Scalable patterns: Modular UI components for future extensions
Rather than inventing disconnected screens, we built a cohesive ecosystem.
3
Solution
- Redesigned QA dashboards with clear visual hierarchy
- Introduced feedback and progression states
- Optimised navigation and contextual cues
- Standardised pattern library elements for profile and QA interactions
Every design decision was tied to how it supported user confidence and repeat engagement.
Results & impact
- Increased engagement with QA workflows
- Improved session duration on professional profile pages
- Higher user satisfaction based on feedback cycles
- Stronger perceived value in expertise validation
These shifts strengthened overall platform stickiness, not just isolated task completion.
Reflection & Learnings
This project reaffirmed:
- Trust is a UX artefact, not just a backend metric
- Models of progression must be clear, visible, and motivating
- Emotional clarity drives repeated engagement
Future iterations could explore AI-assisted recommendations for QA improvement based on skill gaps.
