My engagement with STRIQUE began at a pivotal stage where the Minimum Viable Product (MVP) for dashboards and initial integrations was already in place. My core responsibility was to elevate this foundation into a robust, intuitive, and visually cohesive platform. My contributions spanned several critical areas:
One of my immediate priorities was to establish a comprehensive design system. This involved standardizing colors, typography, iconography, and UI components across the entire platform. This initiative was crucial for ensuring design consistency, accelerating future development cycles, and creating a unified brand experience. By providing a clear set of guidelines and reusable assets, I empowered both the design and development teams to work more efficiently and maintain a high level of visual quality.
Recognizing that a seamless first impression is vital for user retention, I focused on redesigning the onboarding flows. My goal was to create clear, concise, and impactful onboarding experiences that guided new users effortlessly through the initial setup and familiarized them with STRIQUE's core functionalities. This involved simplifying complex steps, introducing intuitive visual cues, and providing immediate value to users, significantly reducing friction and improving user adoption.
STRIQUE's value proposition heavily relied on its ability to integrate with various external platforms. I worked on streamlining and enhancing the integration processes with key platforms such as Amazon, Google Analytics, and other relevant data sources. This involved designing user-friendly interfaces for connecting accounts, managing data permissions, and ensuring a smooth flow of information, making STRIQUE a truly central hub for performance marketing data.
A significant part of my tenure was dedicated to Strique Pixel, a pilot project exploring the realm of AI marketing agents. This involved extensive UX research to understand user needs and behaviors related to AI-driven content summarization and analysis within the STRIQUE ecosystem. I conducted in-depth user studies, created user personas, and mapped out user journeys to inform the design of intuitive interfaces for this innovative feature.
To address the challenge of managing multiple client accounts and their diverse ad metrics, I ideated and designed a system of color-coded analytic reports. This visual hierarchy allowed users to quickly grasp the performance status of different campaigns and clients at a glance, significantly easing the burden of data interpretation and enabling more efficient decision-making for performance marketing agencies.
As STRIQUE embraced AI capabilities, it was essential to integrate the aesthetics of artificial intelligence seamlessly with the existing brand identity. I worked on evolving the visual language to reflect the advanced AI functionalities while maintaining brand recognition and consistency. This involved careful consideration of visual elements, animations, and interactive components to convey intelligence and sophistication without alienating existing users.
Throughout the design process, I maintained a close working relationship with the development team. This involved direct testing of design implementations, providing immediate feedback, and iterating rapidly to resolve any discrepancies. This proactive collaboration ensured that the final product was not only visually appealing and user-friendly but also technically sound and ready for a smooth launch.
For Strique Pixel, I conducted a deep dive into Information Architecture (IA), user flows, and a thorough competitor analysis. This comprehensive research informed the structural organization of the AI agent's features, optimized user navigation, and identified key differentiators against competing solutions. This foundational work was critical in shaping Strique Pixel into a truly competitive and user-centric offering.
All these significant contributions were accomplished within a challenging 3-month timeframe, demonstrating my ability to deliver high-impact design solutions under tight deadlines.
My 3-month tenure at Digistriue working on STRIQUE provided me with invaluable insights and significantly broadened my understanding of the SaaS product development lifecycle, particularly within the performance marketing domain. I gained a profound understanding of:
•Marketing and Performance Metrics: A deep dive into the intricacies of various marketing metrics, analytics, and attribution models (such as Last Click, First Click, Linear, Time Decay, Position Based, Total Impact, and Triple Attribution + FB Views) that drive performance marketing agencies. This understanding was crucial in designing features that directly addressed the needs of performance marketers.
•SaaS Business Structure: A comprehensive grasp of the development and design structure inherent in a fast-paced SaaS business. This included understanding the agile methodologies, rapid iteration cycles, and the critical interplay between design and development teams.
One of the most significant differences from my previous organization, ZUZU, was the organizational structure and design dependency. At ZUZU, we had a balanced team of designers and developers, and design had a higher degree of autonomy. At STRIQUE, being a SaaS business, there was a heavy reliance on a large development team. Successfully navigating this environment, and effectively communicating and convincing a substantial development team of the importance and nuances of design ideas, was a key achievement. My ability to articulate design rationale and demonstrate its value ensured smooth collaboration and integration of design principles into the final product. The tangible results of this collaborative effort are clearly visible in the enhanced user experience and visual appeal of the STRIQUE platform today.
My 3-month contract at Digistriue on the STRIQUE project was an intense yet incredibly rewarding experience. I successfully led the design efforts, delivering a robust design system, intuitive onboarding flows, enhanced integrations, and critical UX research for the innovative Strique Pixel. My contributions directly impacted the product's readiness for market, demonstrating my ability to drive significant design improvements and foster effective cross-functional collaboration within a demanding SaaS environment. This project not only honed my skills in product design but also provided me with a unique perspective on the intersection of AI, performance marketing, and scalable SaaS solutions.
