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Tecton is a startup focused on building fast, accurate, and compliant enterprise AI. Tecton enables data science teams to seamlessly build, deploy, and operate machine learning solutions at scale. Since this startup is still in stealth mode, I can only provide a high-level overview of the work that I did. I also changed some of the copy in the mockups to conceal the specifics of the product.

My Role

I worked on this project as a freelance UI designer. My role was to translate the existing user experience into a smooth and intuitive interaction to share with investors and potential customers.

My Design Process

To ensure that I designed the best possible solution, in the best possible way, I followed the following process during this project:

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Step 1: Empathize

The first step in my process was to understand the problem and the users. Our target audience was data science leaders and data scientists. I needed to understand the way they do things and why, their physical and emotional needs, how they think about the world, and what is meaningful to them. All of this gave me clues about what they think and feel and helped me learn about what they need. Due to resource and time constraints, I was unable to conduct a research study. So I used feedback and data that the founders had already collected from end-users and then turned to Google for the rest. Although this wasn't ideal, you have to be scrappy when working for a startup.

Step 2: Analyze

Now that I had a better understanding of AI and gained invaluable empathy for data scientists and their leaders, I needed to synthesize my findings into powerful insights. I organized, interpreted, and made sense of the information that I gathered to create a problem statement.

Persona Development

Next, I developed personas to summarize the data I collected about our users, what they need, what their goals are, and what they expect. The purpose of these personas was to create reliable and realistic representations of our target audience that I could use throughout the rest of the design process.


Empathy Mapping

Since I was so new to the AI space, I decided to take it a step further and create empathy maps of our users. This technique helped me to gain a deeper understanding and draw out unexpected insights into our user's needs. I wanted my designs to be grounded in a deep understanding of the people for whom I was designing for, so developing this sort of empathy was crucial.


Step 3: Ideate


Now it was time to transition from identifying problems to creating solutions for our users. I started with sketches which allowed me to explore different design approaches in a short amount of time.



Once I felt like I had found the best solution, I created wireframes to better communicate my design. I shared these wireframes with the team for feedback. Once everyone agreed on one, I was able to start further design.

Step 4: Design

High-Fidelity Mockups

Now that I had finalized the layout and flow of the interface, the final step was to create high fidelity mockups. Tecton had previously hired a freelance brand designer to create presentation assets. I decided to use the Tecton green in those assets in my design to maintain brand consistency. I chose to use that color for the logo, buttons, to indicate current navigation location, and as the primary color used in data visualization.


I enjoyed working on this project and learned a lot. Since I was working full-time at Uber and enrolled in a UX Bootcamp, I did not have the bandwidth to continue freelancing for Tecton. I only worked with Tecton on these two screens. Once they hired a front end developer who was able to take over the designs, I handed off my work so that I could focus on school.

Thank you for reading!