A fully responsive platform, delivered in 2.5 weeks flat.
From kickoff to a live site, ahead of a promotional event.
User groups served: publishers, advertisers, investors and talent.
Acquisition by OLAmobile
Project Overview
Project Overview
The user problem
EyeSee needed a platform to communicate their innovative AI solution for video and advertising, and to showcase the innovative character of their proprietary technology in a clear, direct way, one that could attract potential investors and valuable talent alike.
The business objective
This was a time-sensitive project: a 2.5-week deadline to launch before an important event where EyeSee would be demoing its product offering to the market.
My role and scale of ownership
EyeSee Solutions was an ad tech startup (later acquired) focused on AI-based solutions for video and advertising. I owned the design of the responsive website end to end, from scoping and user definition through IA, wireframes, prototyping, guerrilla testing and final mockups, working directly with the CEO, CMO and development team under a hard 2.5-week deadline.
How I got from insights to product value
Discover
Defined scope, users and business goals with stakeholders, identifying 4 user groups to design for.
Define
Built a sitemap and user flows, mapping deep-linked journeys into the technology and demo sections.
Design
Hand-sketched wireframes evolved into high-fidelity screens and paper prototypes, validated at every step.
Deliver
Guerrilla-tested mockups against live implementations, iterating on affordances across breakpoints.
Execution
Execution
Discovery and definition
One website, four audiences.
EyeSee needed the website to do four jobs at once: communicate its identity, present the technology, showcase product demos, and attract talent, timed to a tech event where the company would be judged on all four in a single visit.
Stakeholder alignment surfaced four distinct audiences to design for: publishers, advertisers, investors and potential employees. Publishers, advertisers and investors became the primary focus, since the event centred on showcasing the technology, without designing out the fourth.
The CMO, close to the advertising space, grounded the advertiser and publisher needs; for investors and prospective employees, I traced needs from their existing online profiles instead of running dedicated research, a deliberate trade-off given the timeline.
Ideation and prototyping
Defining a navigation system.
The sitemap had to hold all four audiences' entry points at once, with deep linking connecting related journeys, especially into demo access, without any one audience's path crowding out the others.
Sitemap defining entry points and deep-linking across pages for all 4 user categories.
The IA was validated with the CEO, CMO and development team before I mapped user journeys into flows for each of the four audiences.
I hand-sketched concepts for the website pages and iterated with stakeholders directly on the sketches, the fastest way to align four internal opinions before committing pixels to anything.
Hand-sketched low-fidelity wireframes, mapping content per user type across the homepage.
Validated sketches became high-fidelity wireframes, the version I used to run guerrilla testing fast.
High-fidelity wireframes, validated with stakeholders before moving to mockups.
In parallel, I defined behavioural design principles to nudge users toward specific actions, focused mainly on investors, given the goal of supporting funding rounds.
Nudging with Behavioural Design
Interface interventions built on validated behavioural science.
I identified and applied the behavioural principles described below, working directly with EyeSee's stakeholders to align each intervention with their goals.
The main goal was to promote the company as a reference in ad tech to brands, digital advertisers and potential investors, and to build curiosity around its core technology. To drive credibility and engagement, I applied principles like authority bias, the picture superiority effect, fluency and curiosity.
Behavioural principles used and intervention
1. Authority bias
"We tend to give greater accuracy to the opinion of an authority figure and be more influenced by it."
Placed the Gartner logo on the homepage alongside a reference to EyeSee's inclusion in Gartner's Hype Cycle reports, anchoring credibility with the world's leading technology research and advisory firm.
2. Picture superiority effect
"Pictures and images are more likely to be remembered than words."
Used a laurel pictogram alongside the Gartner reference to visually reinforce the idea of award-winning, successful technology.
3. Fluency shortcut bias
"Statements that are easier to understand are more believable."
Referenced the company's innovative character without overwhelming users in AI-advertising jargon, stating simply: "We are on to something special."
4. Curiosity effect
"We are driven to seek out missing information that closes our knowledge gap."
Paired the open statement above with a targeted "Find out more" call to action, giving users a clear next step to close that gap.
Testing and delivery
2.5 weeks from concept to a live website, for a launch date that wasn't moving.
With that deadline, testing had to run alongside build, not before it. I ran internal guerrilla testing on paper prototypes first, then validated again against the live implementation as engineering shipped it, catching problems early enough to fix without slipping the date.
Guerrilla testing findings drove quick iterations to UX copy, calls to action and deep linking. In parallel, I moved into mockups, selecting photography and typography, consolidating the brand identity, and designing custom iconography to reinforce it and assist navigation.
Homepage, shown across desktop, tablet and phone.
Video & image monetization page, shown across desktop, tablet and phone.
Live branding experience page, shown across desktop, tablet and phone.
Homepage shown across desktop, tablet and phone.
Once the first implementation was live, a second round of guerrilla testing sessions on the real site, rather than a click-through prototype, made it possible to catch affordance issues across breakpoints that no-code prototypes couldn't have surfaced.
Results & Business Impact
Results & Business Impact
A seamless experience for 4 user groups, built in 2.5 weeks.
We delivered a fully responsive website in a record 2.5 weeks, with a seamless experience catering to all 4 targeted user groups, in time for EyeSee's product demo event.
From scope definition to a fully responsive, live website.
User groups served: publishers, advertisers, investors, talent.
Acquisition by OLAmobile
Multiple entry points, one destination
Focusing on the information architecture and using deep linking across the interface created different entry points into the technology section, guiding users there from whichever journey they started on.
A credible, modern visual language
Custom iconography and curated photography created a visual language fit for a modern, digital, technological space, reinforcing EyeSee's credibility with investors and talent alike.
"A smart information architecture and behavioural nudges turned a technical pitch into product demos that publishers, advertisers and investors could immediately grasp."
Delivered against a hard deadline
The site launched in time for EyeSee's promotional event, with the compressed timeline handled by leaning on paper prototypes and rapid guerrilla testing instead of slower, code-based validation.
A platform that supported growth
By clearly communicating EyeSee's technology and identity to publishers, advertisers and investors, the platform supported the company's growth story through to its eventual acquisition.
Iteration across real breakpoints
Testing against the live implementation, not just click-through prototypes, surfaced breakpoint-specific issues that no-code prototypes couldn't have caught.
Recommendations
Recommendations
What people say about working with me
“Inês is an exceptional user experience researcher and designer. Her dedication to creating a seamless and intuitive experience coupled with the relentless explorations and optimisation of the use of existing design patterns has not gone unnoticed.I worked with Inês on the development of an interface and user flow for a brand new product to support complex research processes for genomics data processing. Her work was crucial in triggering discussions on the technical implementation and her prototypes made several conversations much easier. Inês did not limit herself to just design a like-to-like user experience based on the product team prototypes, she wanted to understand the user needs and translate that into an interface that not only met the needs but exceeded expectations. Inês would iterate over and over again with feedback from product, from users, from engineers and from her own team, I've never seen Inês frustrated by this. Inês was a quick responder, acting fast with a basis for our work and then iterate over and over until we were all satisfied with the result. We worked at the transition between design systems, Inês embraced the challenge with both arms and always ensured constant feedback back to other teams about challenges or usability findings.Inês led the work without ego and made it truly a co-design experience while putting users at the centre. Inês was always prepared to cover for others and putting additional effort at the cost of her own personal time to drive the work forward. Moreover, the collaborative spirit and professionalism demonstrated throughout the design process have been invaluable for me personally. Inês was always very transparent in her communications and ensured she brought all stakeholders and cards to the table so that the best decisions could be made collaboratively.Inês is an inspiration for me and for the colleagues in her team, she truly cares about her work and doing better everyday.”
“Any software development team fervently hopes for a UX designer like Inês. I was very fortunate to work with her in the early stages of a project, where we were defining and adjusting the UI text for several different workflows. Frequently, our conversations led not only to the best placement of in-application content, but enhancements to the design itself.Inês' superpower is the ability to simultaneously hold deep technical nuance of the product, consistency of design standards, and the ability to improvise, while making it all look effortless. She is a great communicator, and conveys her ideas gently, thoughtfully, and thoroughly. She is also an excellent leader who brings people to her understanding by showing, not just telling.I would relish the opportunity to work with Inês again, and cannot overstate my informed opinion that she would be an incredible asset to any organization.”