SimplyPut
SimplyPut is a new AI-powered platform that helps people get faster answers from their data by asking natural language questions.
AGENCY
OVERVIEW
SimplyPut co-founders came to Studio Simpatico with the task of designing a marketing site and reimagining the company’s brand identity.
THE GOAL
Our UX goal was to design a new streamlined marketing site that articulated the story behind the product.
RESPONSIBILITIES
Conducted research on the conventions of SAAS marketing websites and compiled a competitor analysis.
Ideated possible design solutions based on client and user needs.
Created wireframes that clearly articulated user flows.
Continued ideation on designs based on client feedback.
Conducted quality assurance testing on final product before launch and communicated changes to the development team.
APPROACH
Conducting a SAAS competitor analysis
Congruently, we began researching conventions of other SAAS marketing sites and compiled a competitive analysis that would inform our low-fidelity wireframes. We specifically looked at what storytelling conventions software companies used to not just explain their product, but explain the need for their product.
Demoing the product
To fully understand the ins and outs of SimplyPut, the co-founders were kind enough to walk us through a product demo from end-to-end. This really helped us understand not only how the product worked, but the essence of why the company was founded. SimplyPut was created to help people get answers from their data without the confusion. By asking natural language questions to the algorithm, anyone should feel empowered to use the tool, not just data analysts.
PROCESS
Bringing SimplyPut’s story to life
Since the company had such a strong story tied to its mission, we wanted to find ways to highlight this story. When initially speaking with the co-founders, they stressed that for many years, they felt frustrated by how complicated the process of getting data at a company can be. They emphasized the importance of a human-centered approach to the site, despite the product being powered through AI. “Let’s figure it out, together” became a unifying phrase that brought the origin story of feeling frustrated by inefficient data processes full circle and ultimately empowers the user to find a solution.
Designing features that would scale with growth
Since SimplyPut was a newly established company, we knew that while the site may not have a plethora of existing blog content, it would eventually need to accommodate a larger offering. We designed the blog archive page to be modular, which gave the client more flexibility to organize different categories and types of content as they grew but still highlighted their existing content.
Responsive “scrollytelling”
As a part of the quality assurance testing process, we made sure that designs and animations were optimized for different devices. One of the decisions we had to make was to remove the green arrow from the screen at a certain viewport width to improve the readability and the overall user experience. I facilitated communications with both the design and development teams to find this solution while still maintaining the consistency and integrity of the design.
Scroll animation on desktop screens. You can view the full site here.
scroll animation on tablet screens
Takeaways
Working with the client and the team at Studio Simpatico on this project helped me practice combining my storytelling and UX skills. The story of this product was integral to its marketing, so it was important that the site bring this story to life. I learned to ask the client lots of questions to better understand the story of the company and product.
I also learned tactical skills such as designing with future needs in mind, as well as communicating cross-functionally to solve a design problem. Designing modularly can help alleviate the stress of a client who is worried about how their website needs will change over time, and during my time at Studio Simpatico, we often utilized modular design in this way. In addition, I further improved my attention to detail during the QA testing process as I ensured the page was responsive across devices.