Skills
• UI/UX
• Cross-functional Collaboration
• Visual Hierarchy & Layout Design
• Product Design
• Product Strategy
Role
Product Designer, UI/UX
Team
Stakeholders, developers, and a designer (me)
Timeline
4 Months
Overview
Setting the Scene
Homepage redesign contributed to:
135%
Application adoption
Improved account growth and application adoption
375%
Growth Account Evolution
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.
Design Workflow - from brief to approval
The team consisted of :
2 stakeholders, 3 developers, and 1 designer (Me)
Problematic
The challenge uncovered
“Users found the platform overwhelming due to fragmented workflows, dense visualizations, and limited guidance for navigating features.”
Let’s fix that.
Method Used • Research
Turning intent into action
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 :
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.
I explored Python through a free Ironhack session to better understand the tools and workflows that users typically rely on.
My Process, Simply Put
Every phase starts with empathy and ends with clarity.
Research
• Benchmark
• User interviews
• Journey analysis
• A/B testing
Analysis
• Audit
• Problem framing
• Prioritization
Ideation
• Miro
• Team collaboration
• ChatGPT for exploration
Design
• Figma
• Icons8 assets
• GitHub integration
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.
Design Decision
Designing decisions with purpose
Let's see the examples
To make it clearer, I highlighted a few examples that show how the structure evolved, from before to after, with a short note on what changed and why. Below is the list of blocks that needs to be redesign.
Section B
The Resolved Challenge
Dense visualization, confusing cycle, no CTA button, adding mental cognitive load to the user.
Before
After
Section D'
The Resolved Challenge
The problem was an inconsistent and inaccessible color system that made navigation confusing and increased cognitive load for users.
Before
After
Section E
The Resolved Challenge
Before
After
What I've changed
’ll be sharing three examples from the many ideas I proposed and implemented at Datama. Each one highlights how the structure evolved; showing the before and after, along with a brief note explaining what changed and why.
By focusing on user habits, I introduced a new button that later became part of the company’s official design.
Given that many users are accustomed to interfaces like Google and Excel, placing the primary ‘Create’ button on the top-right aligned with their existing mental models.
Before
After
Next, to simplify the layout and improve readability, we refined the spacing and introduced more white space for better balance.
Looking back after studying WCAG this year, I’d increase the spacing further to enhance accessibility and visual comfort
Before
After
Learning to Add Personality Through Words
After the Conversation Design Institute course, I became more aware of how subtle wording can shift a message’s tone. Looking back, I’d say the 'Welcome to Datama, Stranger’ phrasing fits better.
Before
After
Reflection
What I will do in the next project
Moving forward, I’d start by validating the redesign through usability testing with analysts, users, and internal teams. I’d also keep an eye on long-term usage data to uncover deeper pain points and guide future iterations.
If I had the chance to revisit this project, I’d collaborate earlier with developers and stakeholders to align expectations from the start and streamline communication throughout the process, especially since this was my first large-scale, complex project.
Along the way, I also began to understand the importance of spacing, margins, and paddings; how even small layout decisions can drastically improve clarity and visual rhythm across screens, which I finally applied in my later design work, including this webpage you’ve landed on.
Translating abstract requests into actionable design meant:
Communicating with non-designers in a technical setting
Prioritizing under pressure
Building clarity and logic into UI where none existed
Ultimately, I’ve learned that clarity isn’t just visual—it’s how teams understand problems together.
