Visual Design Refresh for a 10 year-old SaaS Product

SKILLS

Survey design, stakeholder wrangling (always!)

PROBLEM

Every member of the Product team had heard from members that the UI looked “dated” and previous research documented usability and accessibility issues with the current visual design.

RESEARCH

Working closely with stakeholders in Product Design and Marketing, I ran a study evaluating whether or not a related company’s (Gusto) visual design evoked the emotions we wanted ecommerce marketers to feel looking at the Tailwind product. Participants chose adjectives to describe.

IMPACT

⚡️ Created criteria matrix for evaluating the visual design of a rebrand 

We had a user-centered, data driven way of evaluating visual design, which is highly subjective. Bruno, the agency responsible for creating a new visual design system had direction for executing. The Product Design team also used this study to evaluate the application of the new visual design and ensure the product evoked the goal emotions. 

FINAL PRODUCT