I joined AdFin shortly after the launch of their MVP. My challenge was to transform a dry and overwhelmingly technical analytics platform into something that is visually attractive and user friendly.
To do this I use bold typography and colors that not only add visual interest, but also convey the underlying hierachy of the design. I then drastically simplified the graphs and charts, and made them really clean and easy to digest.
After the redesign, we began creating new products from scratch. It was a great learning experience in designing something from nothing, and the process of design in an early stage startup that is still looking for product market fit.
AdFin historically have had trouble communicating their two divergent products to potential clients. So for the landing page I split the screen into halves to visually express that separation between their B.I. tool, and market reports.
The feedback of the redesign was overwhelmingly positive. One client said that our site was "one of the best in the industry, and clearly articulate what AdFin does."
On the website I used beautiful data visualizations as a motif to emphasize our strength in that area, and to build confidence in our data visualization products.
The website is also responsive and attractive on any device. And that allows us to capture leads from every portal.
Interactive data visualizations should be more than just static screens. With AdFin, I've taken great care to animate the transitions and interactions in order to bring our visuals to life.