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Case Study
Role Product Designer
Deliverables Mobile App
Released 2021
Industry Civic Engagement

Irys App

Designing a civic platform people actually want to use.

Two iPhones showing the Irys mobile app on white display plinths
The Problem

Where engagement breaks down.

"Most civic apps don't fail because of technology. They fail because people stop caring."

When I started working on Irys, the problem wasn't just reporting urban issues — it was that users didn't believe anything would happen after they did.

Diagnosis

Looking beyond the surface.

The problem wasn't reporting — it was everything around it.

From the outside, everything seemed in place: users could report issues, governments could receive them, and data was being collected. But the experience told a different story. Reporting was slow and frustrating, with a 27% drop-off during the process, no visibility after submission, and a 38% drop in user return. What looked complete on the surface was failing to keep users engaged or coming back.

No Feedback No Trust No Return No Feedback No Trust No Return No Feedback No Trust No Return
Process Workflow

A structured approach, grounded in research.

Every decision was grounded in research, validated through iteration, and connected to business impact.

Users interacting with the Irys app in real context Research
01

Understand the problem

Conducted user interviews and behavioral analysis to uncover friction beyond the surface. Observed real interactions to identify gaps between expected and actual experience. Journey mapping and feedback revealed that lack of visibility after reporting was the main driver of low trust.

Irys analytics dashboard showing flag data and patterns Synthesis
02

Define and reframe

Synthesized insights into clear problem statements using affinity mapping and pattern recognition. Identified recurring themes and structured them into key opportunity areas. Reframed the challenge from improving reporting flows to building trust and encouraging users to return.

Irys design system with typography scales and color tokens Design System
03

Design the system early

Started building the design system in parallel with research to ensure consistency from the start. Defined components, layouts, and interaction patterns across product surfaces. This foundation enabled faster iteration and supported both the app and dashboard experience.

Iterative prototypes of the Irys app refined through usability testing Prototype & Test
04

Test, iterate, improve

Built interactive prototypes in Figma to validate key flows early in the process. Tested solutions iteratively with users to refine usability and reduce friction. Each iteration improved clarity and made the experience more intuitive and aligned with expectations.

The Solution

Three principles to fix the loop.

I redesigned the experience around three principles: making reporting easier, increasing visibility after submission, and giving users a reason to return.

Reporting

  • Steps reduced
  • Clear report categories
  • Faster report input
  • Reduced user friction
  • Structured form layout
  • Guided user flow
  • Fewer input errors
+42% Completion Rate

Visibility

  • Real-time updates
  • Clear system feedback
  • Issue status tracking
  • Transparent process flow
  • Improved user trust
  • Structured data hierarchy
  • Cross-platform visibility
−30% Support Requests

Retention

  • Gamified experience system
  • Points and rewards
  • Return user incentives
  • Increased user motivation
  • Higher participation rate
  • Behavior-driven loops
  • Repeated user actions
+27% Returning Users
What Changed

From a one-time submission to an ongoing relationship.

Completion increased by 28%, turning a fragmented flow into a clear and successful experience. At the same time, 7-day returning users grew by 42%, showing that users now had a reason to come back, follow progress, and stay engaged.

Report Completion ↑ +28%
+0%
end-to-end report success rate
Before
Fragmented
After
Clear flow
Drop-off Rate ↓ 33%
Before 27%
After 18%
↓ 9 pp reduction in reporting drop-off
7-Day Retention ↑ +42%
+0%
returning users · 7-day window
Before
−38% return
After
+42% users
Support Requests ↓ 30%
Before 100%
After 70%
Fewer help tickets thanks to clearer status feedback
Reflection

What I learned.

What used to end at submission became the beginning of an ongoing interaction. Instead of reporting and leaving, users could follow what happened next, track progress, and understand the impact of their actions. Over time, points, badges, and visible contributions made the experience more engaging — something users wanted to return to, improve, and stay involved with.

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