UX and Website Design

Qwally is a cloud-based software startup that helps small businesses navigate local government contracting.

They were developing a SaaS platform for local governments, starting with the City of Mobile, Alabama. I worked with them to define and design the user experience, including the user journey, information architecture, wireframes, and visual design.

My Role: UX, Visual Design, Frontend Development
Qwally: Platform Development

Visualizing the User Journey

We started by creating a detailed user journey diagram to visualize the steps that could be required of a business owner seeking to work with the city.

The user journey diagram was key in Qwally’s conversations with city officials, uncovering insights that informed user flows and information architecture, improving the experience for both businesses and the city.

User story.
User story and user flow diagram.
Qwally meeting with Mobile Alabama city officials.

Qwally meeting with Mobile, AL City Officials

User Flows

For Qwally's presentations to city officials in Mobile, I created sample user flows and wireframes that demonstrated how Qwally’s software could improve the flow of communication between key stakeholders across the city.

Sample user flow.
Wireframe: referral dashboard.
Wireframes: referral emails

Wireframes: Dashboard and Frontend Concepts

Informed by the user journeys and insights from Qwally’s meetings with city officials, I created a range of wireframes to define the user experience. These included concepts for a dashboard used by city officials, details of key user flows, and public-facing pages.

Wireframe: dashboard concept 1.
Wireframe: dashboard concept 2.
Wireframe: dashboard concept 3.
Wireframe: dashboard concept 4.

Wireframe: Public-Facing Page

Wireframe: public-facing webpage.

UX: Quick Start Plan

Based on the user flow mapping, feedback from city officials, and Qwally’s user testing, we created a quiz-like experience for business owners that quickly leads them through a series of relevant questions.

After completing the quiz, users receive a personalized checklist they can use to ensure they have everything they need to be eligible to work with the city.

The final UX and design present a series of simple questions that business owners can complete in minutes, a huge improvement over the previous process, which required lengthy in-person meetings.

Wireframe: Quick Start Plan, screen 1.
Wireframe: Quick Start Plan, screen 2.
Visual Design: Quick Start Plan welcome screen.
Visual Design: Quick Start Plan question screen.

Work with Mobile Portal

When Qwally was ready to launch their solution for the City of Mobile, I designed a portal that features the Quick Start Questionnaire and a range of SEO-optimized educational resources.

Today, I continue to work with Qwally to iterate and improve on their platform as they bring their innovative tools to a growing list of cities.

Work with Mobile portal design.


“We were looking to turn some loose ideas and research into a software platform for city governments. What made Kyle the easy choice for us was his focus on fundamentally understanding the problem to be solved and shepherding our team (and our clients) through that process to arrive at a solution that truly helped users accomplish their goals.

As we’ve grown and encountered new challenges and opportunities, we’ve been grateful to consider Kyle as a trusted advisor and direct extension of our team.”

Chris Offensend
Qwally Co-Founder & CEO