Dyle
End-to-End UX: Research, Designing, Prototypes, and Delivering a Scalable Solution
End-to-End UX: Research, Designing, Prototypes, and Delivering a Scalable Solution
"Shane has been a great asset to our team, his level of detail and vision for designing a clear and smooth product is exceptional"
Oisin O’Sullivan, CEO of Dyle
Dyle is a B2B SaaS product that is an analytical toolkit for sales team members to generate and act on insights using AI. I joined the team in the early stages of the product’s development as the sole product designer. From research and wireframing to prototyping and testing, I played a key role in bringing Dyle to market.
When I joined Dyle, CEO Oisín O’Sullivan outlined a clear objective: demonstrate to investors that the product aligned with industry standards while also generating interest from potential partners. My role was to lead the product design effort and help bring Dyle to a point where it could be meaningfully evaluated by both investors and early users. We mapped out an aggressive timeline—from initial competitor analysis to a development-ready prototype within just a few weeks. My approach prioritized rapid iteration and lean decision-making, ensuring we could move quickly without compromising on design integrity. In addition to owning the core product design, I also led the creation of Dyle’s public-facing website, designed the Slack app integration, and crafted multiple slide decks to support investor pitches and customer conversations—ensuring brand consistency across every touchpoint.
In the early stages of joining Dyle, I worked closely with the CEO and CFO to understand the company’s vision, business goals, and investor expectations. Together, we developed a clear and actionable timeline to guide the product’s development, ensuring that design milestones aligned with key investor touchpoints and growth targets.
When I joined, the startup had already begun developing their minimum viable product (MVP) on the backend. I kicked off my work with a competitor analysis and UX teardown to better understand the landscape. This research helped me build a reference library of similar products to guide my design process. Using the insights gathered from my competitor analysis, I designed a set of UX screens that reflected industry best practices while highlighting Dyle’s unique value proposition. I focused on building out core features that would establish a strong, usable foundation for the MVP—striking a balance between familiarity, functionality, and differentiation.
Following my initial competitor research, I began wireframing the MVP. I created low-fidelity screens to quickly visualise core user flows and facilitate early feedback. These wireframes enabled the CEO, Oisín, to run informal Zoom sessions with multiple sales teams, gathering real-time insights on usability and feature expectations. In parallel, I conducted basic usability tests with peers to identify friction points and validate early assumptions. Based on feedback from both sources, Oisín and I were able to align on product direction and identify the key features to prioritise moving forward. Armed with this clarity, Oisín flew to San Francisco, where he tested the prototype with sales teams at companies like Notion. Insights from those sessions directly shaped the next iteration: a high-fidelity prototype that we used to demo the product to prospective customers.
To validate core user flows and functionality, I created interactive prototypes in Figma—progressing from low-fidelity wireframes to high-fidelity mockups. These prototypes helped us quickly test assumptions, identify friction points, and refine the overall user experience for Dyle’s MVP. Although I was relatively new to prototyping in Figma at the start of the project, I quickly ramped up and became confident in leveraging its full interaction capabilities. This hands-on process not only improved the usability of the product but also strengthened my rapid prototyping and iterative design skills.
One of our key advantages at Dyle was the CEO’s strong network within sales teams across the U.S., particularly in the Boston area. Early on, we leveraged this network to run informal Zoom sessions with both sales professionals and prospective customers. These conversations provided valuable qualitative insights and helped us validate core assumptions. As the product matured, these sessions evolved into more structured demos and usability tests with sales teams from across the country. This direct line to our target users allowed us to quickly identify usability issues, uncover unmet needs, and surface feature opportunities that directly informed our design decisions and roadmap.
Following the complete redesign of Dyle’s core product, we needed a refreshed website that clearly communicated the brand’s updated positioning and value. I designed the new site in Figma, focusing on clarity, visual hierarchy, and user flow. Collaborating closely with our developers, we incorporated subtle micro-interactions and animations to bring the experience to life and create a more engaging first impression. In parallel, I also designed Dyle’s Slack integration. This project required a more systems-level approach to UX, as I had to carefully consider Slack’s platform constraints, command structures, and conversational interface patterns. The goal was to ensure the experience felt intuitive, responsive, and cohesive with both Slack's native behaviour and Dyle’s brand.
