B2B SaaS analytics platform
Admetrics is a marketing analytics platform that helps e-commerce brands collect and analyze performance data across multiple advertising channels. My task was to redesign the interface of a long-standing product before its launch on the Shopify app store — with a focus on expanding its accessibility to mid-sized and large businesses. We started with a deep UX audit to identify pain points in the existing experience. I wireframed it, assembled mood boards, and created multiple conceptual directions. The main goal was to simplify the structuring and presentation of complex advertising data — without losing flexibility. The final solution is designed to confidently guide both advanced and new users through data-intensive environments. Once the visual direction was determined, I designed the full platform experience — including dashboards, reports, and responsive layouts for desktop and mobile. The interface uses flexible widgets, rich tables, and supports both dark and light themes for better accessibility and personalization.
Year
2024
Role
Product designer
Client
Admetrics
AfroTech is a digital platform at the intersection of tech, culture, and community. I worked on the design of the main website and several connected sub-brands, shaping a bold new visual language that breaks away from the conventions of traditional media platforms. The challenge was to rethink a dated and rigid interface into something vibrant, recognizable, and editorially powerful — while preserving the authority and depth of the content. To guide this transformation, I contributed to extensive research and concept exploration that led to a distinct and memorable brand identity. The visual system emphasizes energy and clarity — combining expressive typography, a custom icon set, and a color treatment filter designed to unify photography and video across the platform. I created a scalable UI system and a robust design manual to support the client’s internal team in maintaining visual consistency across all digital touchpoints. This redesign wasn’t just about aesthetics — it was about creating an unforgettable experience that reflects AfroTech’s voice and cultural relevance, while ensuring usability across diverse audiences.
