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Out of Dark brand identity · product design

Customer analyticsSeed17 / 27
Client
Out of Dark
Category
Customer journey analytics
Scope
Brand, product design, design system, developer handoff
Type
Customer portal

Out of Dark helps businesses understand their customer journeys, but cost, engagement and satisfaction data lived in separate places, in dense reports that were hard to compare.

We designed brand and product together: light as the visual theme, a clear structure for dense analytics data, and a component system the client's developers can build on.

A product that connects each customer journey with the numbers behind it: 100+ screens across desktop and mobile on one shared component library.

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  • A laptop on dark rock showing the Out of Dark dashboard with an amber glow behind itA laptop on dark rock showing the Out of
  • A laptop on dark stone showing the Out of Dark products and services boardA laptop on dark stone showing the Out of
  • A tablet showing the Out of Dark home view: 'How we're doing?', budget and a spend chartA tablet showing the Out of Dark home view
  • A customer journey map of connected cards: waiting for clients, company blog, trial setup and satisfaction surveyA customer journey map of connected cards
  • A laptop on dark rock showing the Out of Dark dashboard with an amber glow behind itA laptop on dark rock showing the Out of
  • A laptop on dark stone showing the Out of Dark products and services boardA laptop on dark stone showing the Out of
  • A tablet showing the Out of Dark home view: 'How we're doing?', budget and a spend chartA tablet showing the Out of Dark home view
  • A customer journey map of connected cards: waiting for clients, company blog, trial setup and satisfaction surveyA customer journey map of connected cards
  1. A laptop on dark rock showing the Out of Dark dashboard with an amber glow behind it
    A laptop on dark rock showing the Out of

  2. 01 · The challenge

    Customer data is only useful when someone can read it at a glance.

    Out of Dark helps businesses understand their customer journeys.

  3. 02 · Strategy

    Brand ideaLight in the dark

    Analytics tools tend to either shout with colour or disappear into grey.

    100+Screens designed

    2Responsive views: desktop and mobile

    1Shared component system

  4. 03 · Brand

    Light as a visual theme

    The identity uses light as its theme: an amber glow moving across near-black surfaces. We carried it into the interface while keeping reports and customer data easy to scan.

  5. A laptop on dark stone showing the Out of Dark products and services board
    A laptop on dark stone showing the Out of
  6. A black notebook embossed 'Ready to know your customer?' with an amber band
    A black notebook embossed 'Ready to know
  7. The Out of Dark app icon beside a messages icon, with an amber wedge
    The Out of Dark app icon beside a messages
  8. Two colleagues in business clothes reviewing a tablet from above
    Two colleagues in business clothes

  9. 04 · Journeys

    Made complex customer reports easier to scan

    Budgets, visits, calls and satisfaction sit in the same journey, so users can compare what matters without switching views.

  10. A tablet showing the Out of Dark home view: 'How we're doing?', budget and a spend chart
    A tablet showing the Out of Dark home view
  11. A customer journey map of connected cards: waiting for clients, company blog, trial setup and satisfaction survey
    A customer journey map of connected cards
  12. A costs panel with a green line chart and a history table
    A costs panel with a green line chart and a
  13. A walkthrough of the Out of Dark product
  14. An actions list with priorities and owners: Key Phases and Touchpoints, From Analysis to Action
    An actions list with priorities and owners
  15. The Out of Dark mobile app with a budget, costs and visits summary
    The Out of Dark mobile app with a budget
  16. Desktop screens of the product side by side: journey boards, charts and phases
    Desktop screens of the product side by side

  17. 05 · Handoff

    A foundation the client's developers can build on

    A consistent design system gives the client's developers a clear foundation.

    1. 01Understand the journey
    2. 02Design the views
    3. 03Prepare for development

  18. 06 · Impact & proof

    What this means if your product is built on dense data

    Data products win when the structure does the explaining.

  19. 07 · Deliverables

    Brand

    Identity, Light as a visual theme

    Product

    100+ screens, Desktop and mobile views

    System

    Adapted component library, Developer handoff

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