Datamilk

DataMilk is a tool that optimizes e-Commerce websites with new UI/UX elements and AI-driven personalised content. Business model is simple: we improve the experience for our customers clients with effective UI and AI-driven personalization, clients get more sales we charge by optimized sessions that delivered growth.

Years

2021—2022

Role

Staff Product Designer

Link

datamilk.ai ↗

I was a design lead, managing and guiding a team of 3 middle designers and 1 webflow developer, and working closely with the sales and product teams to ensure that the design team's work aligns with the overall goals of the organization.

I joined DataMilk just after they closed seed round, so I had to do a lot of things from the scratch. As part of the early team, I was responsible for a wide range of tasks, from finding a new visual language for the company to building the website and designing a process for creating sales materials, incorporating right solutions and fining new employees to execute on tasks and goals.

Streamlining Sales Materials Production for Enterprise Businesses

Introduction

In the fast-paced world of enterprise sales, the need for dynamic and personalized presentations is crucial. Our company, focused on serving enterprise clients, faced a significant challenge in the production of sales materials. This case study delves into how we transformed our sales materials production process from a labor-intensive and time-consuming endeavor into a streamlined, efficient, and automated system.

Background:

Our enterprise-focused business aimed to create personalized presentations for potential clients, showcasing our dynamic features through GIFs embedded in the presentations. However, the historical method of creating these sales decks was resource-intensive, with each presentation demanding approximately 4 hours of work. With multiple sales representatives and designers in the team, along with participation in numerous exhibitions, the demand for presentations could skyrocket to up to 20 presentations in a single day.

Challenges:

1. Labor-Intensive Process: Converting prototypes to GIFs and embedding them in Google Slides was a time-consuming process, limiting our production capacity.

2. Resource Allocation: A limited number of designers struggled to keep up with the demand, leading to bottlenecks in the production pipeline.
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3. Quality Control: Google Slides' compression negatively impacted the quality of animations, undermining the cutting-edge appearance we aimed to achieve.
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4. Scalability: With the increasing demand for presentations during exhibitions and client interactions, the existing process was not scalable.

Proposed Solution:

1. Figma Integration: Recognizing the need to reduce the steps between design and presentation, we decided to integrate Figma, the design platform, with our presentation creation process. Sales teams would use the Figma presentation link, eliminating the need to convert designs into Google Slides manually. This integration improved efficiency and retained animation quality.

2. Automated Prototyping: To address the labor-intensive nature of prototyping and GIF creation, we developed a system of reusable design elements that could be easily customized for each client's visuals. Additionally, we created comprehensive design guidelines and tutorials for freelance designers, enabling them to produce presentations independently.

3. Request and Tracking System: A streamlined process was developed for the sales team to request sales materials. A tracking sheet was established to monitor and manage the production pipeline, ensuring materials were prepared accurately and delivered in a timely manner.

Results:

1. Efficiency Gains: By integrating Figma into our process, we eliminated the time-consuming steps of converting designs to Google Slides, resulting in a significant reduction in the time required for presentation creation.

2. Quality Enhancement: Retaining the animations' quality from Figma to the final presentation improved the visual impact of the materials, enhancing their appeal to potential clients.

3. Scalability Achieved: With the automation of prototyping and the addition of freelance designers to the workflow, we successfully met the demands of exhibitions and high-volume sales interactions.

4. Empowered Teams: The new system empowered both the design and sales teams. Designers could focus on creativity rather than repetitive tasks, while sales teams could access presentations more efficiently.

5. Emergency Response: The streamlined process enabled the production of emergency presentations promptly, ensuring our team was prepared for unforeseen opportunities.

Conclusion:

By strategically integrating Figma, automating prototyping, and implementing a comprehensive request and tracking system, our company transformed its sales materials production from a cumbersome process to an efficient and scalable system. This case study underscores the power of leveraging technology and process optimization to not only meet high demands but also improve quality and empower teams for success in the competitive enterprise market.

2. Revamping Corporate Site and Visual Language - DataMilk's Success Story

Introduction:

This case study highlights my pivotal role in transforming DataMilk's corporate website and visual identity to effectively communicate its complex product, engage potential clients, and drive conversions. By recognizing the importance of clear communication and a modern visual identity, I orchestrated the project that achieved significant improvements in user engagement and conversion rates.

Background:

Upon my arrival, DataMilk's online presence was a basic one-pager with limited design and messaging. Understanding the potential impact, I embarked on the mission to develop a comprehensive website and visual identity that aligned with the company's objectives: attracting new leads and nurturing them into loyal clients. The challenge lay in articulating the intricacies of the product and creating a modern brand image.

Challenges:

1. Complex Messaging: Effectively conveying the multifaceted nature of the product to potential clients required a carefully planned communication strategy.

2. Engagement and Conversion: The existing one-pager failed to captivate users and facilitate conversions, necessitating a more effective approach.

3. Visual Identity: Striking the balance between a technical product and an approachable brand image demanded a thoughtful design process.

Project Plan and Approach:

1. User-Centric Design: My approach was to create a structured website mirroring the sales deck's flow, ensuring key sales points were communicated with impact.

2. Metrics for Validation: Given the challenge of low traffic, traditional A/B testing wasn't feasible. I relied on two core metrics: feedback from sales and customers, and user engagement metrics, including session duration and scroll behavior.

3. Iterative Design Process: Multiple design iterations were meticulously tested to uncover the optimal messaging and layout that would engage users and convey the product's value.

This is the current website project plan with progress, with a structure that communicates product’s complex structure and shows competitive advantages.

We had small traffic so it’s impossible to check hypothethis via classic a/b tests, so I decided to use two metrics:

1. Feedback from our sales and customers;
2. Time people read our pages and how deep they read it.

I tried several approaches with a visual style: