Adverity draft


04/2022 — 08/2022

Adverity is the data and analytics SaaS platform with a focus on Marketing and eCommerce.

I was hired by Adverity as
UX & Service Designer to work on the Augmented Analytics module*

Industry: Software Development

* I give the description of the case study in general terms only, since this project is with limited access.


By analyzing hundreds of data sources and destinations, the Augmented Analytics module, using an AI engine, identifies hidden trends and opportunities to improve the ROI of campaigns.

Agile working

Along with a POD consisting of Product Managers, Developers, Engineers, Data Scientists, UX designers, and Researchers, we constantly developed the Module towards functional enhancement and improving usability.


The platform is a complex environment with a big range of technical constraints for design solutions. Our mission is to provide each user with intuitive tools to get the most out of proactive analytics, adapted to their personal needs.

Role& Responsibilities

UX & Service Designer (one of two)

  • Research
  • Ideating
  • Wireflows
  • Wireframing
  • Prototyping


The first step is brainstorming with a team to discuss a technical feature, gather and analyze information, to define with developers the limitations of platform technology.

To help me understand how platform users navigate and what are their needs, goals, and friction points, I used the quantitative and qualitative data from interviews and survey results provided by our UX researchers. That helped to better empathize with our main user personas and prioritize goals according to their needs. Also, I learned about users feedbacks collected by account managers and product managers.

User Flow Diagram

I did some mockups of the user journey in the Miro board.


Coming up with potential solutions, adhering to the following principles:

  • Introduce onboarding wizard where necessary
  • Reducing the number of steps to minimize time to completion
  • Reducing the number of CTA on each step, to provide users with clear guidance
  • Enabling the Next button to show error validation

This was especially useful to communicate it to the team and to have everyone on the same page.


In the iteration phase, I used Figma to create a clickable prototype, using grids and components of the Design System.

I worked closely with back-end developers and engineers on improvements for the next iterations, planed usability tests with researchers to develop the designs for the Minimum Viable Product.

Results and takeaways

  • I came up with a redesign of on-boarding / setup flow for new users
  • I revamped the representation of error rates for the ROI recommendations
  • I was involved in building a pipeline to link data between the other modules of the platform
  • I contributed to UI consistency across the platform


  • Figma
  • Miro
  • Slack
  • Board and markers