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One of the biggest challenges with Flowmetric was not visual design… It was getting the product clear enough to design the website properly
I needed to answer some basic but important questions first:
What exactly does Flowmetric do?
Who is it for?
Why isn’t looking at the tools a business already uses enough?
What does Flowmetric help an operations team understand that those individual tools don’t?
That work eventually led to a clearer product model built around:
Connect… Map… Observe…. Improve…. Measure
Once the product had that structure, the website stopped being a collection of SaaS sections and started becoming a way to progressively explain the product
This project reinforced something I think is important when designing websites for complex products:
Sometimes the website can’t become clear until the product story is clear.
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