PRODUCT DESIGN
Kestrel
An analytics tool built for power users that had quietly become unusable for everyone else.
The challenge
Feature creep had buried Kestrel's core workflow three menus deep. Power users still found their way in, but new users churned before they ever saw the product's actual value — the drop-off happened in the first session, not the tenth.
The approach
We redesigned the information architecture around a single job-to-be-done, rebuilt the component library on a consistent grid, and shipped a returning-user path that surfaces the right view automatically — no setup wizard required.
Every screen was tested against one question: does this get a new user to their first useful chart in under two minutes? If not, it got cut or moved.
The result
Kestrel shipped a product that onboards itself. Support tickets about "where do I find X" dropped within the first month of launch.
LET'S TALK
Have a project in mind? Let's make it unmistakable.
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