Forma Technologies
2025
Identity design and web system for a B2B SaaS startup entering a crowded project management market — built for trust, clarity, and category differentiation.
A curated selection of projects that reflect different ideas, styles, and problem-solving approaches.
year
Industry
SaaS / Data Analytics
Client
Pulse Analytics
timeline
14
Weeks
Overview
Pulse Analytics had built a powerful data engine underneath a dashboard that was failing its users. Enterprise clients were logging in — and logging out confused. The platform offered 200+ metrics across 12 modules but had no hierarchy, no wayfinding, and no visual logic to separate signal from noise. Our engagement began with a 3-week discovery sprint: stakeholder interviews, session recordings, and a full UX audit. What emerged was a clear diagnosis — the interface had grown organically with the product, never designed as a cohesive whole.
Challenge
The core tension: power users needed depth; new users needed immediate orientation. Previous attempts at simplification had stripped functionality that churned paying customers. The information architecture had no clear mental model — users couldn't predict where data lived. Load states were undefined, empty states were broken, and the mobile experience had been abandoned entirely. All of this within a design system of zero — every screen was built independently, making consistency impossible to maintain.
Solution
We designed a modular dashboard system built around user roles and intent. Three distinct entry views — Executive, Analyst, and Operations — each surfaced contextually relevant KPIs without hiding depth. We built a 64-token design system in Figma with shared components, semantic colour tokens for data states, and responsive grid logic. Navigation was restructured around task flows, not feature categories. After a phased rollout, average session duration increased by 34% and support tickets related to navigation dropped by 51% within 60 days.
In Numbers
A precision redesign that transformed a cluttered analytics platform into a role-adaptive intelligence hub — where every user finds their most critical data in under 10 seconds.
+34%
-51%
3
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A curated selection of projects that reflect different ideas, styles, and problem-solving approaches.
