Northline

Northline's analytics product was powerful but dense. New customers regularly abandoned setup within the first session, and the support team was buried in questions about basic configuration.

We ran 18 user interviews, mapped the activation funnel, and rebuilt the product around three job-to-be-done flows instead of a feature list. Every screen was tested in high-fidelity prototypes before development.

The interface uses a calm, data-dense visual language: large typography for answers, quiet charts, and one accent color reserved for actions. A living design system keeps the team consistent at speed.

We handed off a React component library with full states, responsive behavior and accessibility notes, then supported the engineering team through two release cycles.