Toucan Toco
Design for effective product launch & long-term product growth
DELIVERABLES
Logo Design
Visual Brand Language
User Interface Design
Discovery Phases
Delivery Phases
Toucan Toco is a SAAS solution that enables organizations to drive engagement through data storytelling. With over 4 million stories viewed annually, this no-code Analytics Platform delivers time to value through fast, seamless implementation.
I worked with Toucan Toco, first as a Brand Designer, to create and fully develop the Brand Experience. The objective: to establish a strong, consistent visual identity across all channels, physical and digital (logo, marketing materials, website development, office signage, etc.).
Six years of agile design sprints, working hand-in-hand with the CMO, as well as the product and marketing teams, resulted in:
- 2000+ briefs received
- 250+ templates: slides, pitch decks, event assets, website, and more
- 1 cohesive identity, with a clear tone of voice and consistent positioning everywhere.
- 1 ways to make the company look bigger and more mature than it was on day one through a consistent design approach.
"Changing the face of a company with just one person seems impossible, doesn’t it? Yet I've been lucky enough to observe this in Brand and Product Design with Lucie for 8 years".
Kilian Bazin, CMO & Co-Founder
The Challenge
After initially setting up the product vision as part of a go-to-market strategy, to ensure design alignment with business objectives, I joined the product team full-time as a Product Designer.
In a more mature and structured product team, the challenge was to enter a scale-up phase by enhance Usability and establish the no-code platform as a high-performing, genuinely user-friendly product.
In a co-creation dynamic with the Tech & Product teams, I actively contributed to defining user needs and the continuous improvement of the product within my squad, particularly during the redesign of one of the major parts of the platform: Story Creation.
The Process
In collaboration with PMs and Tech Leads, I successfully achieved this objective by following the Discovery and Delivery phases. Following a usability audit led by my squad's PM, highlighting improvement areas and user expectations, we worked together on Wireflows and Story Mapping. To conduct our user tests, I then created low-fi Prototypes. This was followed by a series of user tests, which I conducted alongside the PM, and then compiled the results to identify what works and what needs improvement.
I then moved into delivery sprints, working on high-fi mockups, updating the Design System, and specifying User Stories.
The Result
After several months of work, from defining the roadmap to delivering it to users, the Toucan 3.0 release went live, allowing us to measure the impact of this User Experience redesign:
- The “Smart Editor” ensures a guided and efficient experience, making it so easy to create filters and stories effortlessly, according to clients
- Users can now build and share their first Data Story in 5 minutes using Toucan.
- According to clients: "a smoother, simpler, and more visual experience."
- A 15% improvement in user retention.
