Basin & Co. · 2024
A full UX overhaul that took a dense, spreadsheet-like dashboard and made it something a first-time user could read correctly in ten seconds.
Engagement
Basin's dashboard showed everything at once, a wall of numbers that power users put up with and new users walked away from. Onboarding drop-off was high, support answered the same 'what am I looking at' question every day, and in a fintech product, confusion reads as a reason not to trust you with money.
We reframed the problem: the dashboard wasn't short on data, it was short on hierarchy. We interviewed new and expert users to pin down the two or three things that had to be legible in the first ten seconds.
From there we rebuilt the interface around a clear visual hierarchy, tucked the dense detail behind progressive disclosure, and set up a design system that kept every screen consistent.
We prototyped and tested with first-time users twice before anyone wrote a line of production code. It's the cheapest place to catch a confusing layout.
“Same data, completely different product. New users get it now, and trust at a glance turned out to be a design problem we could actually solve.”
Thirty minutes, no deck, no pressure. Just a straight conversation about what's working and what isn't.
Fernweh Travel — SEO & Growth Campaign
A technical SEO overhaul and a content strategy rebuilt around booking intent instead of raw traffic. Organic bookings went up, cost per acquisition came down.