[3Play Media] Service Order Form Redesign
I led the redesign of a B2B Video Accessibility service order form used by 10,000+ clients.
ROLE
Lead UX Designer
TEAM
2 UX Leads · 1 PM · 1 Marketing Manager · 3 Consultants
TIMELINE
Aug — Dec 2025
TOOLS
Figma · Cursor
PROBLEM
1/4 of orders required support tickets or customer support calls.
Unclear options in the order form led to unpredictable outcomes by stalling publishing workflows and requiring manual intervention to correct errors.
SOLUTION
A new streamlined order flow cut support tickets by 80%.
In the new form, users can complete compliance-sensitive orders independently rather than relying on manual support.
Replacing a fragmented, error-prone journey with a concise, guided one.
We tested the final design with 10 real customers: Users reported absolutely no back-and-forth navigation and significantly higher confidence in their selections.
RESEARCH
I interviewed 4 internal employees who fix support requests daily.
The participants were Customer Success Managers, a Senior Technical Support Specialist, and a Senior BDR Manager, who work with various customers daily. I observed their natural workflow and identified friction points in real-time.
I found that 3 pain points that were the cause of every error.
"There are so many crucial options inside and outside the form that most customers miss."
"You have to keep going back and forth pages and buttons to see what all the options are."
Unclear Descriptions and Status
“Customers don't know if anything they're doing is correct, so they worry that the result is not going to be what they want.”
DESIGN PROCESS
In the time crunch, I had to vibe code strategically, not habitually.
vs
The Quick Win: Facing a tight timeline, I chose speed over pixel-perfection early on with Cursor. This allowed for faster user testing of behavioral concepts before committing to static frames.
The Friction: Non-designer teammates wanted to stick with Cursor for high-fis, but debugging and inaccurate design translations began stalling our progress.
The Pivot: I moved the team to Figma, onboarded the non-designers with a quick rundown of the software, and delivered a clean and accurate high-fidelity prototype ready for handoff.
By disagreeing with my mentor, I learned to balance usability with monetization.
Conflict: In the original form, disabled buttons were visible in the main service selection for the language selected on the upload page. I believed these un-actionable buttons caused clutter and confusion, but the Marketing Manager wanted to keep them to drive potential upsells.
Solution: Instead of choosing between usability and monetization goals, I initiated a solution bridging both needs by designing a contextual limitation message triggered by selecting a language on the previous upload page. This preserved marketing visibility and communicated limits upfront, keeping the main service selection page friction-free.
Service Selection Iterations: Balancing option density with usability.
Original
External settings and scattered UI across multiple pages
1st Ideation (Cursor)
Poor visual balance: single-service configurations use less than a fifth of the page
2nd Ideation (Figma)
Vertical accordions for every selection causes excessive scrolling and redundant clicks
Final Design (Figma)
Tabbed navigation allows for single ordering path per service where all necessary fields and information are accessible
IMPACT
We saw real impact with 10 real customers.
The new form reduced error rate from 25% —> 5% among 10 real customers, cutting need for manual support by 80%.
REFLECTION
Leading this project taught me:
Design leadership isn't just about design
Leading a team of five across disciplines — engineers, a PM, a product marketer — meant managing different perspectives. I learned to seriously consider every proposal, advocate firmly for user-centered decisions, and keep the team moving when opinions diverged.
Business and user goals aren't opposites
The stakeholder disagreement over disabled controls was a valuable design lesson. The best solution wasn't a compromise; it was a third option that neither of us had initially considered. Getting there required understanding what each side was actually trying to protect.