Pico SaaS Platform

A data-driven fan marketing platform that identifies fans across all digital channels, and creates value by making data- driven business decisions.


I joined Pico’s team as a product designer in Spring 2019. I collaborated with multidisciplinary teams and shaped a new SaaS platform that identifies fans across all digital channels and creates value by making data- driven business decisions.

The Challenge

The high level goals were to:


1. Design a brand new SaaS platform that will bring more value for less effort than the previous platform.


2. build an easy interface that enables customers to build and maintain their own data experiences.

My Role

From conception to completion, I led the design of the entire platform that will serve and be used by digital managers and marketing departments.


My role in this project includes researching, developing storyboards and user journey frameworks, wireframing, prototyping, and visual design to define and execute the idea and the vision of the project.


Product Designer
User Research, Visual design,

Prototyping & Testing



May 2019 - Ongoing


Design process

Research, design, develop, iterate. 


As our team was very small, it was essential to have an agile working process in order to deliver improvements in a relatively short time. 

At that point in time, the product had already been around for two years and had generated enough data that could be analysed before making any improvement to the platform.


I collaborated with developers and product managers, and based my designs to deliver upon the following key areas.

1. Research

Company’s goal and vision

Understand current platform

Competitive Analysis

User persona

2. Insights

Product goals

Product roadmap

3. IA

User Flow

Platform map


4. Design

High-fidelity wireframes


1. Preliminary research

I had to manage learning several things at once and delivering the first version of the platform within a short timeline. The first thing I focused on was my research strategy.

Therefore I divided my research into three parts.

1. Learn how to use social media for data gathering and get engaged with your audience.
Analyzing similar platforms to understand how they manage their users' data.
Identify who are the users that will use the platform by creating personas.


2. Understand the existing platform, In order to identify the flaws in the current interface, the flow and the current working method. 


3. Learn about the company's objective and mission, create a new structure and adjust new features to meet these objectives.


I began reading, learning, and understanding platforms related to Collection and Management Data, Conversation Flow Editor, and CRM systems, which helped me understand and align with the goals and vision of the company. 

I learned about users and their immediate needs and limitations by creating personas, which helped me visualize their journey and design the structure of the platform.  I also reviewed a number of similar products to learn about the main principles and features of each and to get inspiration for how our platform should be built.

2. Insights

The insights gathered from my research helped me ask meaningful questions later on in the design process, understand the needs and identify some key insights that gave me an opportunity to come up with solutions and make design decisions that would benefit the user.
There were several findings for each subject during the research process. 

Below is a sample from each subject.

- Advertisers create campaigns with specific goals that they call advertising objectives, and they create ads within those campaigns to help them meet those objectives.

- Companies that use CRM benefit from streamlined processes, building customer relationships, increasing sales, improving customer service, and increasing profitability.


- There are two types of users who use the platform in different ways. Based on their priorities, we divided them into two user profiles.

3. Information architecture primary use cases

By collaborating with the product manager, and based on my insights from the previous platform, the new features, and my research, I began designing a user flow and information architecture for the platform.


creating the information architecture and low-fi concepts for primary use cases helped me to infuse the project goals into the product.

I was able to propose an early structure of the platform to the team, which allowed us to discuss the design more accurately and make better decisions.


After having a go-ahead from the product manager, developers, and Stakeholders on the mockups, we prioritized the most important features in the development cycle and I began to create the low-fidelity wireframes. 

4. Wireframes and design

After creating an IA of the platform, the features and the user flow, I started sketching low-fidelity screens. 

I quickly captured my ideas by sketching with pen and paper. It also enabled me to examine my ideas before putting everything in the time consuming process of digitizing.

I first shared the wireframes with the team to get early feedback, after a few  iterations I could move to the next phase: hi-fidelity wireframes. 


High fidelity wireframes helped me get better feedback  from the team and accurate my design decisions.

High-Fidelity Wireframes & Prototype

I created high-fidelity wireframes by applying established styles. It further lets me to examine the overall aesthetic feelings and visual balance of the platform.

Current Workflow

Analyze and understand new features and try to come up with new ideas for improving those features.

Usability Testing

I conducted both in-person and remote usability testing with participants (using InVision and Maze.), noting down any mistakes, slips, or confusions they encountered. These tests helped me refine the rough edges in the flows and interfaces, making sure that everything is user friendly. This kind of user testing is an ongoing process that is part of my day to day workflow because as more users are using the product the feedback I get is more precise.

Styleguide & Design System

I created our design system around our brand colors and typography. When making our Component Library, I wanted to keep the line as straightforward as possible to ensure that users are able to comfortably use the platform.

Let’s Talk!

If you’d like to get in touch with me about a project, collaboration, or just to say hello, send me a message :]

Tel: +972 - 52 - 6442771