Datassential
Datassential is a market research company transforming data into predictive analytics and consumer insights to help manufacturers, food retailers, and chain restaurants.
↳Overview
Challenge
Datassential sought to redesign its internal Operator Database to create a more intuitive and visually cohesive experience for their sales users. They also needed a way to bring their disjointed products' UI in alignment with their marketing website's branding.
Solution
To achieve a refined and engaging experience, I created a design system inspired by neon food signs. This "Neon Glow" concept infused energy and vibrancy while maintaining usability. Gradients and subtle glows were introduced to enhance key UI elements, while the primary aquamarine was prioritized for action items. Fun loading animations and engaging videos depicting food were added to enhance the user experience.
Process
After analyzing the existing brand, business goals, and user needs, I used a style tile approach to refine the visual strategy. Leveraging feedback from this process, I designed high-fidelity UI screens for desktop & mobile, interactive prototypes, and a scalable design system that standardized components and interactions for development efficiency. An important business and user goal was to make data fun–so I curated and edited a video montage of food and food businesses as well as art directed a fun loading animation by providing assets and interaction guidelines to an external agency. These feel-good design elements, combined with strategic brand/UX/UI decision-making created a final product that was fun and user-friendly.
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