Designing clarity into complex marketing tech
Allyy is an enterprise MarTech platform built to help businesses tailor their communication at scale. Their software allows companies to go beyond segmentation—enabling deep personalisation across channels. But with powerful tools came a steep learning curve.
Over five months, we partnered with the Allyy team to rethink their product experience. Our goal was to create a more user-friendly, scalable, and visually consistent interface that could support both the platform’s complexity and its ambitious roadmap. We weren’t just polishing the surface, we were simplifying the journey without compromising on capability.
Balancing advanced functionality with accessibility
Allyy’s core users are data scientists and marketing analysts—people who are comfortable with complexity but still expect a smooth, intuitive workflow. The platform introduced novel concepts not typically found in other tools, which meant there were no familiar patterns to lean on.
Our challenge was to streamline these unique interactions and build a UI that made sense right away, even to power users. We needed to reduce friction without diluting the sophistication that sets Allyy apart. That meant careful decisions around hierarchy, language, and interaction design—clarity without oversimplification.
Deep UX audit, tight collaboration
We kicked off with a full UX audit to identify friction points in navigation, terminology, and visual language. That gave us a shared understanding of what needed to change and why.
From there, we worked in close collaboration with Allyy’s product and development teams. We streamlined user journeys, redesigned key interfaces, and introduced a clearer visual system that could flex with the product’s growth.
The work was iterative, with regular check-ins and feedback loops to keep everything aligned. The result was a more coherent and intuitive experience—one that still speaks to expert users but no longer gets in their way.
A refined product ready for scale
The redesigned platform now offers a cleaner, more confident experience. Complex tasks feel more manageable, and the interface supports expert-level work without becoming overwhelming.
Navigation is sharper, the visual language is more cohesive, and the overall experience feels more aligned with Allyy’s ambition. The product is better equipped to onboard new users, support power users, and evolve as new features roll out.
By investing in clarity and usability, Allyy has taken a big step toward making advanced marketing technology more approachable and more effective.
