Basin & Co. · 2024
Dense data doesn't have to feel dense. We take spreadsheet-heavy tools and rebuild the hierarchy so the most important number is the first thing anyone sees. Design systems, component libraries, and a visual language that scales as the product grows.
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
Ranking for a keyword means nothing if the page underneath it doesn't convert. We audit technical SEO and content strategy together, because a fast site with the wrong message and a slow site with the right one both fail the same way. The goal is the action after the click, not the click itself.