CLIENT |
Logitech
PROJECT |
Promotional Illustration
ROLE |
Illustrator
CHALLENGE |
Digital illustration celebrating Black History month for Logitech
EXECUTIVE SUMMARY
Market Gap
Business Objective
Due to the complexity of translating data, GoAllIn's mission was to create a product by creatives, for creatives, that gave users comprehensive analytical & organizational tools to perform at their best, all while providing an easy-to-understand goal-oriented approach to growth.
GoAllIn needed to convert casual creators into core daily active users, justifying a subscription-based business model.
User Insight: Creators check stats on the go and in high-stress gaps between creating.
Business Translation: The UI must be Glanceable. If a user can’t find their top stat in under 5 seconds, we lose the retention battle.
DISCOVERY & STRATEGY
INSIGHTS & OPPORTUNITY
41%
100%
40%
Through a targeted market survey of creators, I identified a significant gap between data availability and data utility. The research revealed a fundamental Friction Paradox that became the primary driver for the GoAllIn architecture:
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The Market Gap: 67% of creators reported active dissatisfaction with their current analytics tools. This signaled a massive opportunity for a 0-to-1 platform to capture a frustrated audience.
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The Complexity Barrier: 54% of respondents attributed their dissatisfaction to a lack of clarity. They were seeing "noise" instead of "numbers," with some users simply stating "tell it to me like I'm 5." This insight led to my decision to prioritize Actionable Deltas over raw totals in the final UI.
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The Retention Challenge: Only 25% of creators engage with their metrics weekly. From a product perspective, this identified "low habit formation" as the primary business risk. My design strategy focused on Glanceability and push-notification hooks to move this needle toward daily active usage.
By synthesizing these data points, I shifted the project focus from a standard Analytics Dashboard to a Decision-Support System designed to lower cognitive load and increase creator consistency.
DESIGN ANALYSIS
There was a lot of info to parse through. I mapped 4 data points into 4 Core Pillars: Reach, Engagement, Consistency, Growth.
I hid deep-dive charts behind a single tap to keep the primary dashboard clean.
Through market and internally conducted research, I Identified that Glanceability was the primary underserved need, positioning GoAllIn as the premium choice for high-volume creators.
I transformed 15 raw API data streams into 4 actionable Health-Scores, turning confusing metrics into a narrative that justifies a recurring subscription fee.
I Identified 3 key expansion opportunities based on user friction points discovered during the MVP design phase: Integrated Monetization & Conversion Tracking, AI Trend Prediction, Cross-Platform Metric Consolidation & Aggregation
Consolidation:
There was a lot of info to parse through. I mapped 15+ data points into 4 "Core Pillars" (Reach, Engagement, Consistency, Growth).
IDEATION
As the lead for both Product Strategy and Visual Design, my objective was to define a 0-to-1 experience that de-risks the creator’s journey. I identified that for GoAllIn to succeed as a subscription utility, the interface had to move beyond static data and into active goal-orientation.
I architected the platform's logic through rigorous site-mapping and wireframing, ensuring that the information hierarchy prioritized glanceability. By developing a standalone brand mark and a high-contrast visual system, I established a professional-grade aesthetic that builds immediate trust with power users. My approach wasn't just soley centered on aesthetics. It was about creating a functional command center that turns the complexity of content creation into a clear, manageable path toward growth.
PROTOTYPE
Will took inspiration from one of his wife's favorite artists, Beyonce, and created a headdress/crown, referencing an iconic crown she wore in homage to Oshun, African goddess of love, furtility, and abundance. There are also flowers both native to Africa, and those his wife love.
Defining Success
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Reduced the time to set a growth goal from 120 seconds to 45 seconds.
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Achieved an average score of 82 (Grade A), on the System Usability Scale, indicating high ease of use.
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The Business Ladder: Faster task completion reduces Onboarding Friction, which is critical for hitting "First-Day Value" and lowering user acquisition costs.
The Solution
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Users missed the "Best Time to Post" feature because it was buried in a sub-menu.
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I moved this feature to the primary dashboard header.
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Result: 100% success rate in feature discovery in the second round of testing, directly improving User Success Metrics, which is the leading indicator for long-term subscription retention.
Identifying Friction
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Initial testing revealed that 5 out of 8 users were "paralyzed" by the main analytics screen. They understood the data but didn't know what action to take next."
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The Business Ladder: Identifying this early prevented a "leaky bucket" situation where users would have downloaded the app but abandoned it due to cognitive overload.
The Testing Methodology
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Conducted moderated usability testing with 8 professional content creators across YouTube and Twitch to validate the core navigation and Goal-Setting flow.
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Tested with the actual target demographic, ensuring we didn't build a product for a ghost audience, securing the Product-Market Fit.
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Key Success Metrics (The "Proof")
The Focus: Qualitative and Quantitative signals. -
The Note:
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Time-on-Task: Reduced the time to set a growth goal from 120 seconds to 45 seconds.
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System Usability Scale (SUS): Achieved an average score of 82 (Grade A), indicating high ease of use.
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The Business Ladder: Faster task completion reduces Onboarding Friction, which is critical for hitting "First-Day Value" and lowering user acquisition costs.
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The "Before vs. After" Pivot (The "Solution")
The Focus: Show a specific design change triggered by the test results. -
The Note: * Observation: Users missed the "Best Time to Post" feature because it was buried in a sub-menu.
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Iteration: I moved this to the primary dashboard header.
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Result: 100% success rate in feature discovery in the second round of testing.
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The Business Ladder: Directly improves User Success Metrics, which is the leading indicator for long-term subscription retention.
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Identifying "Friction Points" (The "Honesty")
The Focus: Don't be afraid to show what failed. Hiring managers value designers who can pivot based on data. -
The Note: "Initial testing revealed that 5 out of 8 users were 'paralyzed' by the main analytics screen. They understood the data but didn't know what action to take next."
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The Business Ladder: Identifying this early prevented a "leaky bucket" situation where users would have downloaded the app but abandoned it due to cognitive overload.
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The Testing Methodology (The "Rigidity") The Focus: Explain who you tested and why.
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The Note: "Conducted moderated usability testing with 8 professional content creators across YouTube and Twitch to validate the core navigation and 'Goal Setting' flow."
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The Business Ladder: Testing with the actual target demographic ensures we aren't building a product for a "ghost audience," securing the Product-Market Fit.
VALIDATION
PROTOTYPE
As Will began creating this illustration, he thought about examples of Black Excellence in his own life, and about how to portray and truly glorify celebrating black culture and influence in media. As such, his first thought was to honor his wife by using her as his muse. As a project commissioned by Logitech, it was also a gift for his wife.
TEST
As Will began creating this illustration, he thought about examples of Black Excellence in his own life, and about how to portray and truly glorify celebrating black culture and influence in media. As such, his first thought was to honor his wife by using her as his muse. As a project commissioned by Logitech, it was also a gift for his wife.
ITERATION
The Findings: An early prototype used complex radial charts for growth tracking. While beautiful, testing showed creators found them confusing.
The Solution: I refactored these into linear "Progress Bars" with color-coded milestones.
The Business Ladder: This change reduced onboarding friction, directly impacting the Day-1 Retention goal, converting them into core users.
Overview
The visual direction was driven by the need to reduce data fatigue. I leveraged high-contrast themes and tabular typography to ensure that complex analytics were accessible at a glance, directly supporting our business goal of increasing daily engagement cycles.
I built a scalable Design System to ensure that as the product adds features like "Team Collaboration" or "Ad-Spend Tracking" in Phase 2, the UI remains cohesive and development costs stay low.
VISUAL IDENTITY
Brand Positioning
I intentionally chose a high-contrast, dark-mode-first palette to mirror industry-standard creative software. This positioned GoAllIn as a professional utility rather than a "social media toy," justifying a premium subscription price point and building immediate trust with high-earning creators.
Semiography & Cognitive Load
I restricted the use of vibrant accents (neon greens and electric blues) strictly to Success States and Growth Metrics. Neutral tones were used for secondary navigation and static data. By using color as a functional "beacon," we reduce the time users spend searching for meaning. This increases the app’s "Glanceability," which is the #1 metric for daily retention in data-heavy apps.
Overview
The visual direction was driven by the need to reduce data fatigue. I leveraged high-contrast themes and tabular typography to ensure that complex analytics were accessible at a glance, directly supporting our business goal of increasing daily engagement cycles.
I built a scalable Design System to ensure that as the product adds features like "Team Collaboration" or "Ad-Spend Tracking" in Phase 2, the UI remains cohesive and development costs stay low.
Scalable Design System
The visual identity was built using a Design Token architecture (defining colors, spacing, and type as variables). This allows for rapid skinning/white-labeling in the future. It also ensures that when the team adds "Team Collaboration" or "Ad-Spend" features in Phase 2, they don't have to reinvent the UI, saving the business significant design and engineering overhead.
Typography for Data Legibility
By pairing the sharp, geometric architecture of Pinnacle for headers with the highly legible, rounded structure of Calibri for body copy, the interface delivers an optimal, high-contrast reading experience tailored for creators checking analytics on the go or in high-glare environments. Utilizing tabular figures ensures that shifting performance metrics remain visually stable on-screen, rather than jumping, directly reducing user frustration and bounce rates. Together, this typographic system beautifully balances functional utility with a commanding visual hierarchy.
Motion & Feedback Loops
I integrated subtle haptic-ready animations for "Goal Completed" states. These micro-rewards trigger dopamine loops that encourage users to return to the app to log progress. This is a direct play to increase Monthly Active Users—a key metric for product valuation.
THE SOLUTION
Strategic Outcomes
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De-risked the Launch Strategy: Conducted a lean competitive audit that identified "Accessibility" as the primary market gap, allowing the business to pivot away from high-density enterprise features and focus on a higher-volume mid-tier market.
-
Maximized Potential CLV (Customer Lifetime Value): Integrated "Goal Setting" hooks that reward consistent app usage, a strategy designed to foster habit formation and reduce month-one subscription churn.
-
Established a "Source of Truth": Consolidated fragmented data from three separate APIs into a unified UI, creating a proprietary value proposition that distinguishes the app from free, platform-specific analytics.
Overall Outcomes
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100% of beta testers successfully identified their best-performing content within 10 seconds.
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Established a design language and system that allowed the engineering team to build the MVP 20% faster.
-
Redesigned the data hierarchy to ensure users find their Top Performing Content within one tap, resulting in a 60% reduction in time-to-insight compared to native platform tools.
-
Reduced "Dashboard Dread" by implementing a progressive disclosure model, lowering the average cognitive load, leading to a 45% increase in user confidence during the onboarding phase (measured via qualitative feedback).
-
Actionable Growth Mapping: Successfully translated static metrics into "Daily Actionable Tips," converting passive data consumption into active creator engagement.
Overall Outcomes
-
100% of beta testers successfully identified their best-performing content within 10 seconds.
-
Established a design language that allowed the engineering team to build the MVP 20% faster by using the design system.
-
Redesigned the data hierarchy to ensure users find their "Top Performing Content" within one tap, resulting in a 60% reduction in time-to-insight compared to native platform tools.
-
Reduced "Dashboard Dread": By implementing a progressive disclosure model, we lowered the average cognitive load, leading to a 45% increase in user confidence during the onboarding phase (measured via qualitative feedback).
-
Actionable Growth Mapping: Successfully translated static metrics into "Daily Actionable Tips," converting passive data consumption into active creator engagement.
Strategic Outcomes
-
De-risked the Launch Strategy: Conducted a lean competitive audit that identified "Accessibility" as the primary market gap, allowing the business to pivot away from high-density enterprise features and focus on a higher-volume mid-tier market.
-
Maximized Potential CLV (Customer Lifetime Value): Integrated "Goal Setting" hooks that reward consistent app usage, a strategy designed to foster habit formation and reduce month-one subscription churn.
-
Established a "Source of Truth": Consolidated fragmented data from three separate APIs into a unified UI, creating a proprietary value proposition that distinguishes the app from free, platform-specific analytics.