Project Summary
Datama - Redesigning for Clarity & Impact
February 2024
Impact
The homepage redesign contributed to:
Improved account growth and application adoption
Alignment with the goal: application user → service
Who is Datama?
Datama is an data analytics SaaS B2B platform that simplifies performance analysis and anomaly detection, backed by industry leaders like LVMH and supported by the WILCO accelerator.
Role & Processes
As the sole designer, I managed the entire design scope, from Figma from scratch, video editing, translation (FR–EN), illustration, LinkedIn and YouTube visuals, to Figma-to-WordPress implementations and product redesigns.
I created new pages, deployed WordPress (excluding app areas), and balanced business needs with design quality while driving efficient collaboration.
This role sharpened my adaptability, communication, and focus on design’s real value. I also ran internal feedback interviews, gathering qualitative insights to refine the product experience.
How the cycle works in this company…
The team consisted of :
3 developers, 1 designer (Me), and 2 stakeholders
Problematic
“Users found the platform overwhelming due to fragmented workflows, dense visualizations, and limited guidance for navigating features.”
Let’s fix that.
Initial project brief
Our team had a mission to redesign and rethink user experience of the homepage.
Many registered users were dissatisfied with the experience and stopped using our application. Additionally, following our company’s rebranding, it became essential to align all systems for UI consistency.
Impact: Removed guesswork, sped up bug fixes, and freed developers’ time from unnecessary meetings.
Method Used
By applying the KISS principle (Keep It Simple, Stupid), I stripped unnecessary complexity and focused on direct solutions that aligned with what users and developers actually needed. To validate this, I integrated the aesthetic–usability effect through usability testing and anchored my approach in Don Norman’s principles of affordances and feedback, ensuring that clarity in both form and function heightened perceived attractiveness, reduced cognitive load, with the aim of improving the overall user satisfaction.
2. Research and ideation
During my research phase, I benchmarked industry-standard tools such as
Power BI, Tableau, and Looker Studio.
I even explored Python through a free Ironhack session to better understand the tools and workflows that users typically rely on.
Aligned with stakeholders to understand what content mattered most and why they wanted a homepage revamp.
Consolidated options into a clear solution direction using prioritization matrices and feedback loops.
Following this, and given the limitations in resources, budget, and data, I conducted interviews with colleagues who actively used the application. This allowed me to double-check the usability, assess the clarity of visualizations, and gather practical feedback to validate the overall experience.
Structure…
New Version Web App Users / Blocs Extension User
Example
I'll put few examples of the structure above with its before and after with brief explanation.
Part B
What is the problem?
Dense visualization, confusing cycle, no CTA button, adding mental cognitive load to the user.
Before
After
Part D'
What is the problem?
The problem was an inconsistent and inaccessible color system that made navigation confusing and increased cognitive load for users.
Before
After
Part E
What is the problem?
The interface lacked hierarchy and clear signifiers, forcing users to process too much information and making it harder to quickly identify relevant solutions.
Before
After
Design
I created various Figma designs, including settings, stripe visualization and implementation, plus a homepage redesign, each with notes on animations to speed prototyping and support informed decisions.
Redesign the visual hierarchy
This page is one of five I redesigned to elevate the overall user experience from scratch. While only the homepage is showcased here, the same design principles; clarity, accessibility, and intuitive structure, were applied across the full interface.
Before
After
What are the changes I've made?
1. “New Workbook” Button: Enhanced Discoverability
Before
After
2. White Space = Clarity & Professionalism
Before
After
Personalization & Greeting
Before
After
Impact
What's the outcome of this?
Analysts were able to navigate and select data with less confusion.
Conclusion
What I learn from this?
Moving forward, I’d start by validating the redesign through usability testing with analysts and internal teams. I’d also keep an eye on long-term usage data to surface deeper pain points and better inform iterations. If I had the chance to do this again, I’d collaborate earlier with developers and stakeholders together at once to align from the beginning and reduce back-and-forth.
Translating abstract requests into actionable design
Communicating with non-designers in a technical setting
Prioritizing under pressure
Building clarity and logic into UI where none existed
