Overview

The Venture Capital firm needed to scale its in-house research tool into a SaaS enterprise product for innovation research analyst groups. They also wanted an improved marketing page that explained our services, and a whole revamp of the product. I redesigned their end-to-end experience of their research tool, and they developed their marketing page.

Problem

The marketing page, and UI were dated, and they needed to scale products to enterprise clients.

Contributions

Developed new Marketing page
Scalable new components for Product
Created new end-to-end experience for enterprise tool

Team

Lead Engineer
Engineer
Product Manager

Product

SaaS

Time

2020-2022

Tools

Figma
Illustrator
After Effects
Lottie

Impact

473.8% (1.5k) visitors to product page.

Design process summary

Given the short turnaround time, I had to improvise, but effectively use my time.

Research

Competitive analysis, interviewed research analysts and understood their day to day workflows.

Service Blueprints

Created detailed journey and touch points to keep our design flows relevant.

Created Brand Identity

New colors, typography rules, Logo treatments, and component styles.

Prototyped

Prototyped potential solutions for more research and validation.

Handoffs for Developers

Organized and communicated the final Design to devs.

Scaled Design Systems

Scaled components to relevant devices using our variable library.

Examples of brand guidelines

Final Designs for Marketing page

Before

The page was a simple one-pager, but no branding.

After

Brand usage and Usage of visual language.

Final Designs for Startup Tracker

Created multiple end-to-end designs from scratch.

Given the short turnaround time, I had to improvise, but effectively use my time.

Improved Search

Added a filter, and sort feature to narrow down searches for researchers.

Style Guide

We developed a style guide to ensure product consistency, incorporating existing colors and fonts while adding a secondary font and expanding the color palette. SaaS variables were created for easy typography and color adjustments.

Prototyping

Rapid prototyping significantly streamlined our process. By incorporating A/B testing and prototyping, developers were able to ask more informed questions and gain a clearer understanding of the project requirements. This approach also facilitated user testing with both internal and potential users.

Tracker Update

Enhanced UI to adapt to different types of teams.
New Tile View

Impact

Addressed a pain point for researchers so they can scan different groups of

Search Enhancements

Collaborated with Engineers to create a better search experience
Re-worked filter for the detailed searching features.

Impact

Allowed users to search through 744 categories, and 46 industries which increased workflow
Lead the devs to discover code that was crippling our search

Pipeline Tracker

Improved Tacker Cards UI
Added a filter search to find specific files, notes, categories, and industries.

Impact

Improved visual hierarchy.
Optimized searching for files and contacts of manually added companies.
Created a Dynamic UI that can changed based on each user's and organizations research style.

Design Systems Library

When I joined the team, there was no existing design system for the product. I took the initiative to update and enhance the platform by gathering validated workflows, breaking down components, and documenting them. This allowed the design system to serve as a reliable source of truth.

More to come! This was a brief idea of my experience. Let's talk more about the details! ✉️

Let's Chat!

Startup
Tracker