Rapid growth to a product designed to scale with it
Billy Grace was scaling fast, but rapid growth introduced friction in onboarding, data setup and introducing new features which slowed adoption and increased reliance on hands-on support. They needed a design partner to help navigate that complexity without disrupting what was already working.
~30%
Faster time-to-first impact
16%
Fewer questions per onboarding ticket
What we did
Brand Strategy
Brand Strategy
Creative Direction
Brand Identity Guidelines
Brand Identity Guidelines
Digital Identity
01
Introduction
Billy Grace is an award-winning AI marketing platform built for growth. Named SaaS Company of the Year 2025, it helps marketers connect first-party data with AI-driven predictive insights, giving businesses a single source of truth for confident, revenue-driven decisions. The platform serves performance marketers, marketing managers and C-level teams at growth-focused companies.
02
Where growth creates its own obstacles
As Billy Grace scaled, the platform grew in features and complexity, making it harder for users to find value quickly. Together with their team, we ran a workshop to uncover real workflows, pain points and key engagement moments. These insights shaped detailed personas and behavioral patterns, shifting the focus from shipping more features to designing around actual user intent. A common trap for fast-moving SaaS teams, and one we helped Billy Grace navigate together.
03
From sign-up to confident use
New users often signed up but never discovered the platform’s full potential. In close collaboration with the Customer Success and Product team, we rebuilt the onboarding experience to encourage self-paced exploration. Revealing depth through contextual tips and support options within the platform. Supported by a refined design library, the experience now feels seamless from first click to confident use. Less reliance on hands-on support, more users reaching value on their own.
04
More control, without the complexity
Power users needed flexibility: the ability to define and track metrics that matched their own performance models. Working alongside the Billy Grace team, we designed a custom metrics feature that enables this freedom within a clear, consistent structure. By defining hierarchy, visual distinction and interaction patterns, users get control without sacrificing clarity or reliability. Custom metrics now sit seamlessly alongside the platform’s existing metrics, built for experimentation that scales.
05
Giving AI a face users can trust
Billy Grace understood early that AI could make their platform more valuable. Their AI assistant Quin needed an interface that made data accessible and actionable. As part of our collaboration, we explored the UX/UI direction for Quin, guiding users through AI-driven insights with an emphasis on transparency, control and efficiency. Thoughtful visual hierarchy, clear feedback loops and intuitive interactions help users trust the AI and act confidently. The Billy Grace team then took this exploration forward, refining the feature in-house to match their evolving product vision. To complement the feature, we also designed a dedicated logo that fits seamlessly within the existing Billy Grace brand identity.
36%+
Conversion increase
36%+
Conversion increase
07
Results
Billy Grace now has a platform that’s easier to adopt, easier to navigate, and designed to scale. Onboarding gets users to value faster. Custom metrics give power users the control they need. Quin has a clear identity and a UX foundation their team can keep building on. Every new screen can now build from clearer decisions, stronger patterns, and a more consistent product experience.
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Thinking about your next phase?
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