Role:
Visual Designer
Product Designer
Design System Designer
2022–2023
Visual Designer
Product Designer
Design System Designer
2022–2023
Babel Street
frog transformed the design system and core user experience of the Babel Street intelligence platform, reshaping the platform to solve existing pain points, appeal to a larger audience and ultimately growth driven.
frog transformed the design system and core user experience of the Babel Street intelligence platform, reshaping the platform to solve existing pain points, appeal to a larger audience and ultimately growth driven.
The challenge:
Babel Street is a powerful search engine used for threat detection by analysts. When Babel Street came to us, they had a high drop-off rate ($30m in one year) due to their complex, non user-friendly UI/UX.
Babel Street is a powerful search engine used for threat detection by analysts. When Babel Street came to us, they had a high drop-off rate ($30m in one year) due to their complex, non user-friendly UI/UX.
Approach:
Through a series of 29 interviews with users and stakeholders, we identified opportunity areas to improve and transform the UX.
Through a series of 29 interviews with users and stakeholders, we identified opportunity areas to improve and transform the UX.
Outcomes:
Over the course of a year, we partnered with Babel Street to bring the new experience to market with:
Over the course of a year, we partnered with Babel Street to bring the new experience to market with:
- New experience concepts and prototypes
- A detailed product roadmap that prioritized a UX and dev backlog with a recommended approach for AI/ML integration into the new UX concept experience
- A foundational design language system comprised of typography, icons, grid layouts and structures, key behaviors and interaction states delivered as a reusable multi-tired design system in Figma
Design research and experience principals
After interviewing our 29 users and stakeholders, we identifed our archetypes and aligned on experience principals for UX opportunity areas.
After interviewing our 29 users and stakeholders, we identifed our archetypes and aligned on experience principals for UX opportunity areas.
Design Concepts
From our opportunity areas, we generated 3 concepts with focus on improving overall UX speed-to-first-insight and overall product learnability.
From our opportunity areas, we generated 3 concepts with focus on improving overall UX speed-to-first-insight and overall product learnability.
Visual Directions
When we had all our research and concepts down, we need to establish a visual direction that was supported by our research. Ultimately, what the user was looking for was something that felt easy and apporachable and less technical than the previous experience.
When we had all our research and concepts down, we need to establish a visual direction that was supported by our research. Ultimately, what the user was looking for was something that felt easy and apporachable and less technical than the previous experience.
Multi-tiered Design System
When adopting the new design system, the design team at Babel Street needed buy-in on how everything was going to work and migrate over into their existing Figma instance.
When adopting the new design system, the design team at Babel Street needed buy-in on how everything was going to work and migrate over into their existing Figma instance.
