Case Study
Decimal
About Decimal
Decimal Data Services are a market-leading provider of real-time sports data and analytics. While they had an established and feature-rich platform, their design language was in need of a refresh. Furthermore, their process for introducing new features often involved verbal briefs to developers without design references, leading to inefficient back-and-forth and wasted time.
My partnership with Decimal focused on refining their visual identity, streamlining their feature development process, and building a scalable design foundation.
Deliverables
- Requirements mapping
- Feature definition
- Product audit
- Information architecture
- User flows
- Wireframes
- Prototypes
- Brand development
- Hi-fidelity mockups
- Interaction & animation design
- Component libraries
- Marketing website
- Build review
Brand polish
A key initial step was to update Decimal's visual identity to better reflect their position as a market-leading data provider. This involved subtle but impactful updates to the logo, typography, and colour palette, applied across their on and offline marketing materials and customer portal. The introduction of illustration and animation helped to create a more sophisticated and dynamic brand expression.
Brand exploration
New logo
Homepage
Match page
Effective Design Process
To address challenges in the feature development process, I implemented a more structured approach to implementing new features. Working closely with the Head of Product and Dev Lead through dedicated workshops, I gathered and refined requirements. I translated these into clear wireframes, user flows, and mockups. This provided the development team with precise design references and a shared understanding of scope, significantly reducing ambiguity and improving efficiency.
New feature requirements
Wireframes
Mockups
Flexible Design Components
To ensure consistency across all marketing and product touch points, I developed a robust and flexible design system. This system included a comprehensive set of reusable components and guidelines which made the product design process more agile. Components were refined over time through constant collaboration with Decimal’s developers.
Scorecard states
Documentation for build
Client testimonial
"Stu has worked with us for two years now. He's significantly raised the bar in terms of our visual language, and his detailed mockups and prototypes have been brilliant for testing out ideas and briefing our developers."
Charlie Bruce, Head of Product, Decimal
