Simplifying Complexity
Team
Me, stakeholders, developers
Timeline
3 months
(side-project)
Role
Product Designer, Qualitative research (UX), UI/UX
Tool & Resources
Pinterest, figma, Miro, Github, ChatGPT, icons8
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 & Process
I’m the sole designer in the company, leading the entire design scope from scratch while solving problems along the way.
Being the only designer comes with its unique set of challenges; finding the right balance between business needs and design quality, compromising when necessary, setting clear expectations, and building efficient collaboration with the team.
Throughout this process, I’ve learned to adapt quickly, improve communication, and ensure design brings real value beyond just delivering polished screens. I also conducted internal feedback interviews to better understand how the team interacts with the product, focusing on qualitative insights and practical usage to refine the overall experience.
This how the cycle works in this company
This team consist of :
3 developers, 1 designer (Me), and the 2 stakeholder
Problem to solve
“Users found the platform overwhelming due to fragmented workflows, dense visualizations, and limited guidance for navigating features.”
Let’s fix that.
Methods Used
Focused on support tickets and resolving reported issues, gathered internal feedback via Slack design sections; Integrated input from developers and stakeholders.
Reduced recurring meetings with developers → Allowed developers to focus on technical tasks (bug fixes & ongoing progress)
Optimized time management across the team
I began by reviewing assigned tickets. If any details were unclear, I reached out to the ticket originator or directly to Loïc for clarification.
I began by reviewing assigned tickets. If any details were unclear, I reached out to the ticket originator or directly to Loïc for clarification.
I conducted research to gather references and ideas, focusing on design thinking principles tailored to data scientists' needs.
This involved consolidating multiple options into streamlined solutions to prioritize user-centric design and gaining insight from the stakeholders regarding the context they want to show.
Here’s the system brief I received after requesting clarification on their expectations;
This was about 2–3 weeks after I joined the company.
Datama (Super admin)
Create / Home / Workbooks / Profile (Security) / Organisation (Licence Full/ lightX, MembersX, Documents*X, Plan(Active Plan*X, Simulate plan**X), StatisticsX, Preferences) + Manage Client (Generate client)n Debug Mode,
Anonymous
Free
Premium (Admin)
A’ I’ B’ C’ F’ G’
A’ I’ B’ C’ F’ G’
Z’ D’ I’ F’ G’
Home / Upgrade Plan
Home / Profile (Security) / Organisation (Licence light, plan) / Upgrade Plan
Home / Profile (Security), Organisation (Licence light, Documents, plan)
Anonymous
Free
Premium (Admin)
Premium (non admin)
A B C D E G
A F E D C G Z H
Z J E D G H
Z J E D G H
Home_ / Upgrade PlanX
Create_ / Home_ / Workbooks / Profile (SecurityX)/ Upgrade PlanX
Create / Home / Workbooks / Profile (Security) / Organisation (Licence Full/ lightX, MembersX, Documents*X, Plan(Active Plan*X, Simulate plan**X), StatisticsX, Preferences)
Create / Home / Workbooks / Profile (Security) / Organisation (Licence Full/ light)
Payment Process
There’s also a payment flow included, since I designed the Stripe integration as part of the homepage redesign.
Pas d’accès
à la FullApp
Tableau
FullApp Datama
TABLEAU SOFTWARE
Popup
Upgrade Plan
Datama
Graphs
Login/Register
Select,
Stripe Payment
Manifest
Path
WebApp Ext.
Demo Account
+
invoices
Power BI
AppSource
Buy Now
Licence key
POWER BI
LOOKER STUDIO
Looker Studio
FullApp Datama
Popup
Upgrade Plan
Datama
Graphs
Login/Register
Select,
Stripe Payment
Manifest
Path
WebApp Ext.
Demo Account
+
invoices
FULL APP
Anonymous/
Demo
Account
Upgrade Plan
Select solution
Login/Register
Select,
Stripe Payment
WebApp
Full Account
+ invoices
+ Admin Team
I developed multiple design prototypes in Figma, labeled as options 1, 2, and 3. Each prototype was accompanied by brief explanations highlighting their respective advantages, facilitating informed decision-making.
This page is one of five I redesigned to elevate the overall user experience. While only the homepage is showcased here, the same design principles; clarity, accessibility, and intuitive structure, were applied across the full interface.
Datama | Terms of service | Privacy Policy
Datama | Terms of service | Privacy Policy
Welcome stranger to Datama!
Your Plan.
Empower your decision with our augmented analytics platform
Anonymous.
Register to access basic features of Datama for test or simple analysis
Current Plan
Register Now
Access Plan
Premium Extension.
Access Plan
Premium Access.
Access Plan
Free Access.
Free
What’s Datama?
Explore powerful tools for thorough analysis, dynamic visualization, and easy sharing of your findings.
Datama provides an intuitive analytics platform that swiftly pinpoints and clarifies the 'why' behind your data's story, enabling businesses to act on robust insights with precision.
By streamlining complex data analysis into actionable intelligence, Datama helps organizations make informed decisions that drive performance.
Let’s try it out
Create Workbook
Customer success stories.
They trust us!
“A tool that allowed us to go further in terms of explicability, something we couldn’t find with other players”.
François Rommel
Head of Data analytics &Performance
TotalEnergies
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sit nisl, tincidunt commodo sit.
Davit millar
CEO, PParkivew int, Ltd
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sit nisl, tincidunt commodo sit.
Davit millar
CEO, PParkivew int, Ltd
Our Solutions.
Lorem Ipsum....
Prep
Extract, transform and load your data into DataMa
Learn More
Compare
Analyze your performance and understand what’s driving the variations
Learn More
Assess
Understand the impact and the significance of a change in your KPIs
Learn More
Detect
Analyze your performance and understand what’s driving the variations
Learn More
Get inspired.
See Datama in action
By solution
:
:
By function
Last updated 12 days ago
Retail Performance
Business Analysis
L
K
V
+6
Last updated 12 days ago
Retail Performance
Business Analysis
L
K
V
+6
Last updated 12 days ago
Retail Performance
Business Analysis
L
K
V
+6
Last updated 12 days ago
Retail Performance
Business Analysis
L
K
V
+6
Last updated 12 days ago
Retail Performance
Business Analysis
L
K
V
+6
Our Blog.
G
What’s on earth is driv....
What’s on earth is driv....
What’s on earth is driv....
Anonymous
Unknown
New Workbook
Release notes
Documentation
Tutorials
Contact Us
Home
Workbooks
Account info
Security
Profile
License
Organisation
Organisation Profile
Documents
Manage Team
Statistics
Manage Plan
Upgrade Plan
What’s the differences?
Let’s break it down
No create button
Create Button
A prominent “+ New Workbook” button is now placed at the top of the navigation, leveraging familiar patterns from productivity tools like Google Docs or Notion.
Encourages action faster, reduces friction, and improves user onboarding flow.
2. White Space = Clarity & Professionalism
Old Design
Datama | Terms of service | Privacy Policy
Lack of white space and tight layout make it hard to navigate and read.
Old Design:
Cluttered layout with minimal spacing, making navigation and content digestion difficult.
New Design
Datama | Terms of service | Privacy Policy
Welcome stranger to Datama!
Your Plan.
Empower your decision with our augmented analytics platform
Anonymous.
Register to access basic features of Datama for test or simple analysis
Current Plan
Register Now
Access Plan
Premium Extension.
Access Plan
Premium Access.
Access Plan
Free Access.
Free
What’s Datama?
Explore powerful tools for thorough analysis, dynamic visualization, and easy sharing of your findings.
Datama provides an intuitive analytics platform that swiftly pinpoints and clarifies the 'why' behind your data's story, enabling businesses to act on robust insights with precision.
By streamlining complex data analysis into actionable intelligence, Datama helps organizations make informed decisions that drive performance.
Let’s try it out
Create Workbook
Customer success stories.
They trust us!
“A tool that allowed us to go further in terms of explicability, something we couldn’t find with other players”.
François Rommel
Head of Data analytics &Performance
TotalEnergies
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sit nisl, tincidunt commodo sit.
Davit millar
CEO, PParkivew int, Ltd
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sit nisl, tincidunt commodo sit.
Davit millar
CEO, PParkivew int, Ltd
Our Solutions.
Lorem Ipsum....
Prep
Extract, transform and load your data into DataMa
Learn More
Compare
Analyze your performance and understand what’s driving the variations
Learn More
Assess
Understand the impact and the significance of a change in your KPIs
Learn More
Detect
Analyze your performance and understand what’s driving the variations
Learn More
Get inspired.
See Datama in action
By solution
:
:
By function
Last updated 12 days ago
Retail Performance
Business Analysis
L
K
V
+6
Last updated 12 days ago
Retail Performance
Business Analysis
L
K
V
+6
Last updated 12 days ago
Retail Performance
Business Analysis
L
K
V
+6
Last updated 12 days ago
Retail Performance
Business Analysis
L
K
V
+6
Last updated 12 days ago
Retail Performance
Business Analysis
L
K
V
+6
Our Blog.
G
What’s on earth is driv....
What’s on earth is driv....
What’s on earth is driv....
Anonymous
Unknown
New Workbook
Release notes
Documentation
Tutorials
Contact Us
Home
Workbooks
Account info
Security
Profile
License
Organisation
Organisation Profile
Documents
Manage Team
Statistics
Manage Plan
Upgrade Plan
The layout would benefit from more white space, improved navigation, and clearer content structure to enhance readability and overall user experience.
New Design:
Increased padding and margin between sections + better alignment.
Impact
Feels more premium, breathable, and focused; boosts user trust and visual comfort.
3. Navigation and Visual Guidance
Old Design
The hover state (shown below) presents a visualization that may be slightly misleading and confusing for users.
Old Design:
Issue Identified:
Certain clicked products fail to open (If the data isn’t enough)
Proposed Fix: The left-hand menu bar will only appear once a solution is available. To add a new one, simply click the + icon to jump directly to Data Preparation and input additional data.
Preferred Behavior:
The favorite solution will always appear at the top by default.
New Design
Create Button
New Design:
Increased padding and margin between sections + better alignment.
Impact
Feels more premium, breathable, and focused—boosts user trust and visual comfort.
Impact
What's the outcome of this?
Analysts were able to navigate and select data with less confusion.
The new design helped build trust in the platform by making interactions more intuitive.
The design of this new interface has contributed to a 365% increase in application adoption, aligning with the goal whereas the application produce more income than service compared to last year, showing the real impact of aligning intuitive UX with actual user behavior and business goals.
Conclusion
What I'd do next?
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.
I’d also expand the design system to support more edge cases and new modules. And most importantly, I’d bring user interviews into the earlier phases to guide decisions with actual insights, not just assumptions.
What I learn from this?
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