UX/UI Design
SaaS
Illustration
UX/UI Design & Illustration
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Context & Problem
At Rivyl, I led the website redesign for Servicely, an AI-powered Enterprise Service Management platform. Despite a powerful product, Servicely struggled to stand out in a crowded SaaS market and was losing deals at the CIO/CTO level due to low brand recognition. The goal was to create a brand experience that felt approachable, intelligent, and cutting-edge—clearly communicating the product’s value and building trust. My role included designing the new website, leading the illustration team, and creating visuals that simplified complex services for prospective customers.
Process
I created and restructured the information architecture for a clearer, more persuasive user journey. Wireframes paired with simplified visual metaphors ensured complex concepts were easy to understand, and usability testing confirmed the new flow improved comprehension, reduced navigation friction, and increased demo request intent.
Design
Design choices balanced brand personality with accessibility and clarity. We refined the client’s preferred blue–orange palette through contrast testing and built a scalable colour system with multiple tints and shades for use across graphics and UI components. Custom iconography was kept simple, colourful, and friendly to support quick comprehension, while infographics distilled complex platform features into accurate, easy-to-follow visuals. We used bento box layouts and overlapping modules to organise information effectively, and applied varying opacity levels for text over imagery to maintain legibility.
Servicely
