Tolstoy

Industry:

SaaS

the client

Tolstoy in an online tool that allows you to create interactive videos for your website visitors, clients, newsletter subscribers, and many others. It allows companies to personalise their communication with their clients, drive more engagement with their users, and tell better stories through video.

Product design

Web Design

Development

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The project①

Tolstoy had already been past their MVP stage when they came to us and they were ready to take their product to the next level. The team had already started gathering data and user feedback from their initial release which gave us a lot of insights about what design and usability problems we needed to address.

Strategy

User experience

Webflow development

the challenge②

Having such a versatile product meant that we needed to map out as many user journeys as possible and predict the outcomes of each one. We were not only challenged with creating a beautiful design experience but to also think about the logic behind their video tool and how it can be scaled in the future.

the approach③

For this project, we needed to get as many people from our team onboard as possible in order to see how users from different backgrounds would interact with the tool as it was now and what they would want for it to do better in the future. We researched what the design trends in video creation software and form builders were and started digging even deeper to see what we can do to simplify that process. We decided to rely on more colour coding and icons with precise wording in order to put the focus on the videos and actions themselves. The introduction of an onboarding sequence for new users also greatly benefitted the product’s retention rates.