ODICCI is an interactive marketing platform that captures and enriches customer profiles; through interactive, engaging digital experiences. ODICCI helps to create, test and measure engaging interactive experiences — reveal marketing (scratch, slide, peel to reveal), games, quizzes, assessments, surveys, configurators) The ODICCI platform makes it easy to build, publish, and manage interactive experiences at scale. In couple of hours users can create engaging campaigns that will surprise, captivate audiences and increase conversion. No developers needed.


Product Designer | ODICCI
UI/UX, Visual Design, Research, Information Architecture,
Graphic Design & Testing

Team of 2 designers & 4 developers
Oct 2017 - Present


The Problem

I joined ODICCI as a UI/UX Designer as the first designer at the company.

In the past; all the design decision were taken by developers, which quickly led to a very inconsistent and not user friendly product. It was clear that we needed more systematic ways to guide our design thinking. Not to mention, Odicci was rapidly growing with clients requesting more features and the bugs started to pile up.


A Design System
A design system to tackle the inconsistencies. I came up with Crunchy, a Sketch library of components used throughout the product. This would help to meet a set of basic design standards that would become a part of the Odicci branding, and establish a more user friendly product. Defining guidelines would also encourage cleaner code, to help quick bug fixing and future maintenance.

New features
Involving the stake holders was key to better validate all the feature requests that were piling up. Interviewing the key clients to understand their needs and their behaviour, was very important to get a better understanding of how to shape the product.


Getting everyone onboard
A Design System is not a one-man project and if you want it to succeed you need everyone on board. The more integrated you want it the more disciplines you need at the table.

Planning & Priority
We constantly toggle between working on our Design System and enhancing the application and planning and prioritizing our tasks is very important.

Breaking this news to clients
Although, our clients wanted this change from a long long time. Yet, it was important to keep them involved and excited about the big changes we were planning.

Discover, Define, Develop, Deliver

The design process in ODICCI was mainly divided in four steps, following the Double Diamond model.

Discover – This is the start of the project. Here designer, product manager and stake holder try to look at the world in a fresh way, notice new things and gather insights.

Define – In this step the designer try to make sense of all the possibilities identified in the Discover phase. Which matters most? Which should we act on first? What is feasible? The goal here is to develop a clear creative brief that frames the fundamental design challenge.

Develop – At this stage development starts, where concepts are created, prototyped, tested by interviewing key clients and stakeholder and iterated. This process of trial and error helped to improve and refine ideas.

Delivery – The final step of the double diamond model is the delivery stage, where the resulting project is finalised, handed to developers and launched.

Following the Double Diamond model many features we’re introduced in ODICCI:

Also all the main areas of the platform were re-thinked:


Thanks to freshly designed Features and UIs ODICCI has been growing a lot; the number of clients, and the sales doubled between 2017 and 2019.

Numerous hours of brainstorming, careful planning, sketching, designing and developing has brought the results desired for the ODICCI platform. We were proud to present the new face of the product to our clients. Light, minimalistic, and intuitive, a product personalized for each user persona to help them achieve everything they hoped for.

Project learnings

Collaboration is key
The more eyes on a design, the more it’s exposed to varying opinions, experience, and critique — and this can only ultimately improve it. Or at the very least, test it.

Process in essential
For a project that is vast, you need a clear roadmap to navigate through what can be a foggy route. This is especially useful when you’re starting out.