Paving the design way for an AI-led startup

Tozan is the missing ingredient in the A/B testing world. It helps organizations test and learn by using AI to optimize real-time experiments and intelligently adjust traffic allocations between versions. In addition, unlike static pre-defined A/B testing tools, it offers a continuous optimization process.

While our collaboration with Drew from Tozan began with a quick landing screen design, it grew more profound as we understood his business’s challenges while searching for a product-market fit. We talked about intangibles, such as brand positioning and brand messaging. At the same time, I worked on the tangibles, such as brand identity and a marketing website relying on illustrations to convey technical concepts better.

Like any brand, it should know what it does, how it does, and to whom. So once we cleared that out with Drew, I warmed my seat and designed a logo alongside a brand identity that not only shows the dos and donts of logo usage but also speaks about the brand attributes and the audiences.

The language used on the website was very technical, even for tech-savvy customers. So, I called my Lithuanian collaborator, Gintare, and she helped me translate a few technical concepts into line-based illustrations.

This was crucial so that if a concept explained verbally is vague to the left hemisphere, the right hemisphere could get it from the visual metaphor depicted in each illustration.

Drew shared analytics from the previous website showing that quite a few visitors come from mobile devices. Therefore, determining whether designing mobile screens first would be a wiser choice was a no brainer. However, some of those illustrations were quite complex, and I needed to ensure all those thin lines were visible on a narrow viewport.

As Drew’s business tried to conquer a niche over the next few months, I was constantly on the call to make the necessary website adjustments so that his pitches matched the website content. It is truly a pleasure to work with clients who understand that a website is never done.