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Lifedata.ai

End-to-end UX improvement and visual identity refresh for Lifedata.ai, simplifying a complex AI platform without compromising its functionality.

Services

product design

Branding

Team

8 People

Table of contents

(01)

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Interactive demo of the project

(02)

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UX Research

(03)

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Design System

(04)

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Final Designs

(05)

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Conclusion

Before redesigning anything I ran a heuristic evaluation to understand exactly what was broken and why. The navigation was carrying too much complexity, the AI assistant had no clear entry point, and friction across onboarding and campaign flows was losing users before they reached the product's value. I restructured the navigation, redesigned the core flows, and used tree testing to confirm the new structure held up before development began. Jobs-to-be-Done shaped the personas and scenarios that grounded the work throughout, and close collaboration with the team made sure every change served both user needs and business goals. The platform came out simpler, faster, and better aligned with what users came to do.

Navigate the Omnichannel Experience: Live

UX Research

I ran three research methods and each one pointed to the same finding: the platform buried its complexity in exactly the moments users needed clarity most. I conducted JTBD interviews with business leaders, marketing professionals, and customer service managers and found that users needed to feel capable, not just functional. I mapped user scenarios to trace where that confidence collapsed — specifically when users designed messages and selected distribution channels. I then ran a 9-task tree test against the existing navigation and recorded 54% average task success, with users misrouting consistently around AI features and campaign tools. I rebuilt the navigation tree from those findings and retested it, bringing the score to 89%, a 35 point improvement confirmed before I designed a single screen.

Design System

I needed the design system to scale with the product, not chase it. I built every repeating element into atomic components and worked through each user flow methodically until I had coverage across the full platform. That gave the high-fidelity prototype work a consistent foundation to build on. For the brand I worked outward from a mind map through logo, typography, and color into the principles and voice and tone that defined how the product communicated. The website followed the same sequence: IA first, then sections, then content, then visual language. I stayed in iteration circles throughout, folding in new features and pages as the scope grew.

Final Designs

I proceeded by creating low-fidelity wireframes that visualized user interactions across Lifedata.ai’s key features, including the Omni CRM and WhatsApp analytics modules. I also created wireframes that incorporated user feedback into the layout of key platform features such as the Omni CRM and Analytics dashboards. The goal was to present complex data sets in an accessible way, facilitating user interactions with Lifedata.ai’s advanced AI capabilities without overwhelming them. After main UX challenges were solved, I was tasked to update visual identity system for the platform and the website. Here are the results:

Conclusion

Balancing Lifedata.ai’s advanced AI functionalities with a more intuitive user experience was a rewarding challenge. By conducting thorough research, including tree testing and heuristic evaluations, I pinpointed areas that needed refinement. The redesigned navigation and improved user flows streamlined the platform while retaining its technical strength, allowing users to focus on what matters most—building customer relationships through efficient AI-powered interactions. By updating website and platform's visual identity I was able to align Lifedata's brand with the emotional response from it's users.

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