Iconosquare
The Setup.
Scheduler is one of Iconosquare’s flagship features, enabling users to plan and publish social media content. As the platform’s most action-heavy tool, its efficiency directly impacts the overall user experience.
When we revamped the platform in 2021, we kept the Scheduler’s core structure intact—it’s a delicate and complex feature that users rely on heavily. But over time, its limitations became clear. The feature struggled to handle bulk posting across large numbers of social accounts and maintain efficiency for cross-channel publishing. Users were stuck navigating back-and-forth workflows, and the parent-child logic for cross-posting felt increasingly restrictive.
It became clear that the Scheduler needed more than a tweak—it needed a rethink. As main UX Designer, I crafted a new content publication logic and worked closely with our Head of Product, UI designers and development teams to bring this vision to life.
The Setup.
Scheduler is one of Iconosquare’s flagship features, enabling users to plan and publish social media content. As the platform’s most action-heavy tool, its efficiency directly impacts the overall user experience.
When we revamped the platform in 2021, we kept the Scheduler’s core structure intact—it’s a delicate and complex feature that users rely on heavily. But over time, its limitations became clear. The feature struggled to handle bulk posting across large numbers of social accounts and maintain efficiency for cross-channel publishing. Users were stuck navigating back-and-forth workflows, and the parent-child logic for cross-posting felt increasingly restrictive.
It became clear that the Scheduler needed more than a tweak—it needed a rethink. As main UX Designer, I crafted a new content publication logic and worked closely with our Head of Product, UI designers and development teams to bring this vision to life.
The Setup.
Scheduler is one of Iconosquare’s flagship features, enabling users to plan and publish social media content. As the platform’s most action-heavy tool, its efficiency directly impacts the overall user experience.
When we revamped the platform in 2021, we kept the Scheduler’s core structure intact—it’s a delicate and complex feature that users rely on heavily. But over time, its limitations became clear. The feature struggled to handle bulk posting across large numbers of social accounts and maintain efficiency for cross-channel publishing. Users were stuck navigating back-and-forth workflows, and the parent-child logic for cross-posting felt increasingly restrictive.
It became clear that the Scheduler needed more than a tweak—it needed a rethink. As main UX Designer, I crafted a new content publication logic and worked closely with our Head of Product, UI designers and development teams to bring this vision to life.
The Goal.
With the Scheduler redesign, we set out to —
🚀 Faster-than-Native Simplicity – Make publishing a single post quick and intuitive, streamlining the process beyond native social platforms.
📆 Seamless Bulk Scheduling – Ensure large-scale scheduling on a single platform feels as simple and efficient as posting to one account.
🌍 Effortless Cross-Channel Posting – Streamline content editing across all channels while preserving flexibility for platform-specific customization.
The Goal.
With the Scheduler redesign, we set out to —
🚀 Faster-than-Native Simplicity – Make publishing a single post quick and intuitive, streamlining the process beyond native social platforms.
📆 Seamless Bulk Scheduling – Ensure large-scale scheduling on a single platform feels as simple and efficient as posting to one account.
🌍 Effortless Cross-Channel Posting – Streamline content editing across all channels while preserving flexibility for platform-specific customization.
The Goal.
With the Scheduler redesign, we set out to —
🚀 Faster-than-Native Simplicity – Make publishing a single post quick and intuitive, streamlining the process beyond native social platforms.
📆 Seamless Bulk Scheduling – Ensure large-scale scheduling on a single platform feels as simple and efficient as posting to one account.
🌍 Effortless Cross-Channel Posting – Streamline content editing across all channels while preserving flexibility for platform-specific customization.
Designing a robust, adaptable scheduler that meets diverse user needs in a straightforward, performant, and enjoyable way.
——
The Struggle.
Achieving these objectives wasn’t straightforward—it required addressing several complex constraints.
Balancing Simplicity and Power: Creating a tool that was intuitive for quick, simple posts while remaining robust enough to handle complex workflows like bulk and cross-channel scheduling.
Diverse Technical Constraints: Every social platform comes with its own set of restrictions, and these needed to be accounted for from the start. Missing even a small limitation could jeopardize the entire structure, making effortless cross-channel posting impossible.
Preserving Familiarity: The redesign risked disrupting the existing interaction logic. We had to ensure the improvements didn’t force users to completely relearn the tool, maintaining their trust and efficiency.
Previous Workflow & Main Steps (Where can be risky)
The Struggle.
Achieving these objectives wasn’t straightforward—it required addressing several complex constraints.
Balancing Simplicity and Power: Creating a tool that was intuitive for quick, simple posts while remaining robust enough to handle complex workflows like bulk and cross-channel scheduling.
Diverse Technical Constraints: Every social platform comes with its own set of restrictions, and these needed to be accounted for from the start. Missing even a small limitation could jeopardize the entire structure, making effortless cross-channel posting impossible.
Preserving Familiarity: The redesign risked disrupting the existing interaction logic. We had to ensure the improvements didn’t force users to completely relearn the tool, maintaining their trust and efficiency.
Previous Workflow & Main Steps (Where can be risky)
The Struggle.
Achieving these objectives wasn’t straightforward—it required addressing several complex constraints.
Balancing Simplicity and Power: Creating a tool that was intuitive for quick, simple posts while remaining robust enough to handle complex workflows like bulk and cross-channel scheduling.
Diverse Technical Constraints: Every social platform comes with its own set of restrictions, and these needed to be accounted for from the start. Missing even a small limitation could jeopardize the entire structure, making effortless cross-channel posting impossible.
Preserving Familiarity: The redesign risked disrupting the existing interaction logic. We had to ensure the improvements didn’t force users to completely relearn the tool, maintaining their trust and efficiency.
Previous Workflow & Main Steps (Where can be risky)
The Insights.
Through extensive research campaigns, including over 25 user interviews and feedback sessions, we uncovered critical patterns in how users approach publishing workflows.
Publishing repeatedly emerged as a key topic during our research, even when the conversations weren’t explicitly focused on it. Out of 420 feedback points gathered, more than 102 specifically highlighted challenges or opportunities related to publishing. This underlines its critical role in shaping user productivity and satisfaction on Iconosquare. From this wealth of feedback, we identified several recurring pain points and priorities, backed by direct user quotes.
1. Cross-Channel Complexity
Users found tailoring posts for different platforms inefficient, expressing a need for a streamlined process.
I’d love a feature like XX’s cross-platform scheduling—something that simplifies customization without starting over for every platform. — Ashley C.
If I could tweak captions per platform without re-uploading, that would save so much time. — Elouise H.
2. Bulk Posting Challenges
Managing posts across multiple accounts felt overly manual and repetitive.
For bulk posting, I just want to copy and adjust quickly instead of starting from scratch each time. — Emily G.
3. Error Feedback Needs Clarity
Unclear error messages frustrated users, often leaving them unsure how to resolve issues.
When publishing fails, I just see an error. It doesn’t tell me what’s wrong or how to fix it. — Chelsea K.
I need a reason for the failure—otherwise, I waste time trying to guess what went wrong. — Frederic B.
4. Speed and Efficiency Matter Most
Users wanted the Scheduler to outperform native apps in speed and simplicity.
If the tool slows me down compared to the app, I’m better off not using it. — Ashley C.
I need it to be fast—click, schedule, done. Anything more is too much. — Elouise H.
The Insights.
Through extensive research campaigns, including over 25 user interviews and feedback sessions, we uncovered critical patterns in how users approach publishing workflows.
Publishing repeatedly emerged as a key topic during our research, even when the conversations weren’t explicitly focused on it. Out of 420 feedback points gathered, more than 102 specifically highlighted challenges or opportunities related to publishing. This underlines its critical role in shaping user productivity and satisfaction on Iconosquare. From this wealth of feedback, we identified several recurring pain points and priorities, backed by direct user quotes.
1. Cross-Channel Complexity
Users found tailoring posts for different platforms inefficient, expressing a need for a streamlined process.
I’d love a feature like XX’s cross-platform scheduling—something that simplifies customization without starting over for every platform. — Ashley C.
If I could tweak captions per platform without re-uploading, that would save so much time. — Elouise H.
2. Bulk Posting Challenges
Managing posts across multiple accounts felt overly manual and repetitive.
For bulk posting, I just want to copy and adjust quickly instead of starting from scratch each time. — Emily G.
3. Error Feedback Needs Clarity
Unclear error messages frustrated users, often leaving them unsure how to resolve issues.
When publishing fails, I just see an error. It doesn’t tell me what’s wrong or how to fix it. — Chelsea K.
I need a reason for the failure—otherwise, I waste time trying to guess what went wrong. — Frederic B.
4. Speed and Efficiency Matter Most
Users wanted the Scheduler to outperform native apps in speed and simplicity.
If the tool slows me down compared to the app, I’m better off not using it. — Ashley C.
I need it to be fast—click, schedule, done. Anything more is too much. — Elouise H.
The Insights.
Through extensive research campaigns, including over 25 user interviews and feedback sessions, we uncovered critical patterns in how users approach publishing workflows.
Publishing repeatedly emerged as a key topic during our research, even when the conversations weren’t explicitly focused on it. Out of 420 feedback points gathered, more than 102 specifically highlighted challenges or opportunities related to publishing. This underlines its critical role in shaping user productivity and satisfaction on Iconosquare. From this wealth of feedback, we identified several recurring pain points and priorities, backed by direct user quotes.
1. Cross-Channel Complexity
Users found tailoring posts for different platforms inefficient, expressing a need for a streamlined process.
I’d love a feature like XX’s cross-platform scheduling—something that simplifies customization without starting over for every platform. — Ashley C.
If I could tweak captions per platform without re-uploading, that would save so much time. — Elouise H.
2. Bulk Posting Challenges
Managing posts across multiple accounts felt overly manual and repetitive.
For bulk posting, I just want to copy and adjust quickly instead of starting from scratch each time. — Emily G.
3. Error Feedback Needs Clarity
Unclear error messages frustrated users, often leaving them unsure how to resolve issues.
When publishing fails, I just see an error. It doesn’t tell me what’s wrong or how to fix it. — Chelsea K.
I need a reason for the failure—otherwise, I waste time trying to guess what went wrong. — Frederic B.
4. Speed and Efficiency Matter Most
Users wanted the Scheduler to outperform native apps in speed and simplicity.
If the tool slows me down compared to the app, I’m better off not using it. — Ashley C.
I need it to be fast—click, schedule, done. Anything more is too much. — Elouise H.
The Solution.
“Make single-posting the fastest possible and multi-posting the most convenient possible—with minimal friction or restrictions—all for seamless scheduling and autoposting.”
This guiding principle drove the redesign of the Scheduler, focusing on speed, simplicity, and scalability.
Key Improvements
1. Unified Scheduling Interface for All Profiles
The new Scheduler interface works seamlessly across all social networks, simplifying the user flow:
Users can now enter the scheduling process from any profile and add or switch profiles directly within the same flow.
Switching from single-profile scheduling to all-channel posting happens effortlessly, without the need to restart or leave the current workflow.
Before: Specific workflow for every SN post publishing ⬇️
After: Cross SN Post Type Merging & Profile Selector ⬇️
2. One-Step, Three-Column Interface
The old linear and isolated workflow (Type → Content → Post Settings) was replaced with a streamlined three-panel layout:
Profile Selector: Quickly switch between profiles or add new ones.
Content Editing Panel: Centralized input fields for captions, hashtags, and other post content.
Realistic Preview Area: See exactly how posts will look on each platform.
This redesign reduces the ergonomic distance between steps, eliminates unnecessary “next” or “back” clicks, and allows users to handle edits and corrections without jumping back and forth.
3. Realistic Preview Area (WYSIWYG)
The preview area was revamped to display posts with a real look and feel, tailored for each platform.Users can now see exactly how their post will appear before publishing, giving them confidence in the final result.
4. Cross-Posting with the New Parent-Child Logic
A major breakthrough in cross-channel posting came with the introduction of the “Master” component:
The Master Copy component consolidates shared input fields (like media and captions) for multiple profiles, allowing users to input shared information just once.
For users who need more control, the system still allows profile-specific customization (e.g., tweaking captions or media).
This hybrid model combines efficiency with flexibility, catering to diverse multi-posting needs—from quick bulk scheduling to highly customized campaigns.
5. Clearer and Multi-Level State Indicators
We introduced a new state system to help users manage platform-specific restrictions during cross-platform posting. Profiles now show one of three states in the Profile Selector based on platform rules and the Master component:
Customized: Content differs from the Master but meets publishing rules.
Careful: Minor issues detected (e.g., unsupported media), but scheduling is allowed.
Error: Major issues block scheduling until resolved.
When no issues are detected, no state indicator appears. Users can click a profile to view detailed guidance on resolving issues directly in the Content Editing Panel.
With these improvements in place, the new Scheduler will become faster, more intuitive, and empower users to publish with greater confidence. Here’s what we aimed to achieve.
The Solution.
“Make single-posting the fastest possible and multi-posting the most convenient possible—with minimal friction or restrictions—all for seamless scheduling and autoposting.”
This guiding principle drove the redesign of the Scheduler, focusing on speed, simplicity, and scalability.
Key Improvements
1. Unified Scheduling Interface for All Profiles
The new Scheduler interface works seamlessly across all social networks, simplifying the user flow:
Users can now enter the scheduling process from any profile and add or switch profiles directly within the same flow.
Switching from single-profile scheduling to all-channel posting happens effortlessly, without the need to restart or leave the current workflow.
Before: Specific workflow for every SN post publishing ⬇️
After: Cross SN Post Type Merging & Profile Selector ⬇️
2. One-Step, Three-Column Interface
The old linear and isolated workflow (Type → Content → Post Settings) was replaced with a streamlined three-panel layout:
Profile Selector: Quickly switch between profiles or add new ones.
Content Editing Panel: Centralized input fields for captions, hashtags, and other post content.
Realistic Preview Area: See exactly how posts will look on each platform.
This redesign reduces the ergonomic distance between steps, eliminates unnecessary “next” or “back” clicks, and allows users to handle edits and corrections without jumping back and forth.
3. Realistic Preview Area (WYSIWYG)
The preview area was revamped to display posts with a real look and feel, tailored for each platform.Users can now see exactly how their post will appear before publishing, giving them confidence in the final result.
4. Cross-Posting with the New Parent-Child Logic
A major breakthrough in cross-channel posting came with the introduction of the “Master” component:
The Master Copy component consolidates shared input fields (like media and captions) for multiple profiles, allowing users to input shared information just once.
For users who need more control, the system still allows profile-specific customization (e.g., tweaking captions or media).
This hybrid model combines efficiency with flexibility, catering to diverse multi-posting needs—from quick bulk scheduling to highly customized campaigns.
5. Clearer and Multi-Level State Indicators
We introduced a new state system to help users manage platform-specific restrictions during cross-platform posting. Profiles now show one of three states in the Profile Selector based on platform rules and the Master component:
Customized: Content differs from the Master but meets publishing rules.
Careful: Minor issues detected (e.g., unsupported media), but scheduling is allowed.
Error: Major issues block scheduling until resolved.
When no issues are detected, no state indicator appears. Users can click a profile to view detailed guidance on resolving issues directly in the Content Editing Panel.
With these improvements in place, the new Scheduler will become faster, more intuitive, and empower users to publish with greater confidence. Here’s what we aimed to achieve.
The Solution.
“Make single-posting the fastest possible and multi-posting the most convenient possible—with minimal friction or restrictions—all for seamless scheduling and autoposting.”
This guiding principle drove the redesign of the Scheduler, focusing on speed, simplicity, and scalability.
Key Improvements
1. Unified Scheduling Interface for All Profiles
The new Scheduler interface works seamlessly across all social networks, simplifying the user flow:
Users can now enter the scheduling process from any profile and add or switch profiles directly within the same flow.
Switching from single-profile scheduling to all-channel posting happens effortlessly, without the need to restart or leave the current workflow.
Before: Specific workflow for every SN post publishing ⬇️
After: Cross SN Post Type Merging & Profile Selector ⬇️
2. One-Step, Three-Column Interface
The old linear and isolated workflow (Type → Content → Post Settings) was replaced with a streamlined three-panel layout:
Profile Selector: Quickly switch between profiles or add new ones.
Content Editing Panel: Centralized input fields for captions, hashtags, and other post content.
Realistic Preview Area: See exactly how posts will look on each platform.
This redesign reduces the ergonomic distance between steps, eliminates unnecessary “next” or “back” clicks, and allows users to handle edits and corrections without jumping back and forth.
3. Realistic Preview Area (WYSIWYG)
The preview area was revamped to display posts with a real look and feel, tailored for each platform.Users can now see exactly how their post will appear before publishing, giving them confidence in the final result.
4. Cross-Posting with the New Parent-Child Logic
A major breakthrough in cross-channel posting came with the introduction of the “Master” component:
The Master Copy component consolidates shared input fields (like media and captions) for multiple profiles, allowing users to input shared information just once.
For users who need more control, the system still allows profile-specific customization (e.g., tweaking captions or media).
This hybrid model combines efficiency with flexibility, catering to diverse multi-posting needs—from quick bulk scheduling to highly customized campaigns.
5. Clearer and Multi-Level State Indicators
We introduced a new state system to help users manage platform-specific restrictions during cross-platform posting. Profiles now show one of three states in the Profile Selector based on platform rules and the Master component:
Customized: Content differs from the Master but meets publishing rules.
Careful: Minor issues detected (e.g., unsupported media), but scheduling is allowed.
Error: Major issues block scheduling until resolved.
When no issues are detected, no state indicator appears. Users can click a profile to view detailed guidance on resolving issues directly in the Content Editing Panel.
With these improvements in place, the new Scheduler will become faster, more intuitive, and empower users to publish with greater confidence. Here’s what we aimed to achieve.
/ From Low-Fid To High-Fid /
The Impact.
Quantitative Testing: Faster Single-Posting Experience
To measure whether we achieved our goal of “Making single-posting the fastest possible,” I conducted a task completion time comparison between the old and new schedulers.
✅ Results showed: Up to 70% reduction in time needed to create and schedule a single post.
——
Prototype User Testing: Positive Feedback from 4 Users
To validate the new experience, I conducted prototype user testing with 4 participants. The overall feedback was highly positive, with users praising the efficiency, clarity, and ease of customization.
💬 Improved Cross-Platform Publishing
Previously, I’d post on Instagram first and then fix things for other platforms. Now, I can give each profile the attention it deserves from the start—it’s a great next step!
💬 WYSIWYG Preview Increases Confidence
Even as a seasoned user, seeing exactly what my post will look like before publishing is so valuable. I love that!
💬 One-Screen Scheduling Saves Time
Having all steps in one place is so smart. Clicking through wasn’t hard before, but I’d often go back just to check things. Now, it’s seamless.
💬 Master Copy System Feels Intuitive
The Master Copy makes so much sense. I can upload once, get my main content set, and then tweak it per platform without extra effort. This is so intuitive!”
As one of the most complex features developed in 2024, the new Scheduler was officially released in early 2025. Now, it’s being used by all paid users, delivering a faster, more intuitive, and flexible publishing experience at scale.
The Impact.
Quantitative Testing: Faster Single-Posting Experience
To measure whether we achieved our goal of “Making single-posting the fastest possible,” I conducted a task completion time comparison between the old and new schedulers.
✅ Results showed: Up to 70% reduction in time needed to create and schedule a single post.
——
Prototype User Testing: Positive Feedback from 4 Users
To validate the new experience, I conducted prototype user testing with 4 participants. The overall feedback was highly positive, with users praising the efficiency, clarity, and ease of customization.
💬 Improved Cross-Platform Publishing
Previously, I’d post on Instagram first and then fix things for other platforms. Now, I can give each profile the attention it deserves from the start—it’s a great next step!
💬 WYSIWYG Preview Increases Confidence
Even as a seasoned user, seeing exactly what my post will look like before publishing is so valuable. I love that!
💬 One-Screen Scheduling Saves Time
Having all steps in one place is so smart. Clicking through wasn’t hard before, but I’d often go back just to check things. Now, it’s seamless.
💬 Master Copy System Feels Intuitive
The Master Copy makes so much sense. I can upload once, get my main content set, and then tweak it per platform without extra effort. This is so intuitive!”
As one of the most complex features developed in 2024, the new Scheduler was officially released in early 2025. Now, it’s being used by all paid users, delivering a faster, more intuitive, and flexible publishing experience at scale.
The Impact.
Quantitative Testing: Faster Single-Posting Experience
To measure whether we achieved our goal of “Making single-posting the fastest possible,” I conducted a task completion time comparison between the old and new schedulers.
✅ Results showed: Up to 70% reduction in time needed to create and schedule a single post.
——
Prototype User Testing: Positive Feedback from 4 Users
To validate the new experience, I conducted prototype user testing with 4 participants. The overall feedback was highly positive, with users praising the efficiency, clarity, and ease of customization.
💬 Improved Cross-Platform Publishing
Previously, I’d post on Instagram first and then fix things for other platforms. Now, I can give each profile the attention it deserves from the start—it’s a great next step!
💬 WYSIWYG Preview Increases Confidence
Even as a seasoned user, seeing exactly what my post will look like before publishing is so valuable. I love that!
💬 One-Screen Scheduling Saves Time
Having all steps in one place is so smart. Clicking through wasn’t hard before, but I’d often go back just to check things. Now, it’s seamless.
💬 Master Copy System Feels Intuitive
The Master Copy makes so much sense. I can upload once, get my main content set, and then tweak it per platform without extra effort. This is so intuitive!”
As one of the most complex features developed in 2024, the new Scheduler was officially released in early 2025. Now, it’s being used by all paid users, delivering a faster, more intuitive, and flexible publishing experience at scale.
🚛 New Portfolio on the way
Stay tuned and, as always, here to serve -
Your Humble UX
© Crafted by Ines Lu - keeps on designing even after a bump in the road. 2024