~30%
Faster time-to-first impact
16%
Fewer questions per onboarding ticket
What we did
UX Audit
Product Design
Information Architecture
Interaction Design
UX/UI Design
Design System
Logo Design
MarTech
01
Introduction
Billy Grace is an award-winning AI marketing platform built for growth. Named SaaS Company of the Year 2025, it helps marketers connect first-party data with AI-driven predictive insights, giving businesses a single source of truth for confident, revenue-driven decisions. The platform serves performance marketers, marketing managers and C-level teams at growth-focused companies.
02
Where growth creates its own obstacles
As Billy Grace scaled, the platform grew in features and complexity, making it harder for users to find value quickly. Together with their team, we ran a workshop to uncover real workflows, pain points and key engagement moments. These insights shaped detailed personas and behavioral patterns, shifting the focus from shipping more features to designing around actual user intent. A common trap for fast-moving SaaS teams, and one we helped Billy Grace navigate together.
03
From sign-up to confident use
New users often signed up but never discovered the platform’s full potential. In close collaboration with the Customer Success and Product team, we rebuilt the onboarding experience to encourage self-paced exploration. Revealing depth through contextual tips and support options within the platform. Supported by a refined design library, the experience now feels seamless from first click to confident use. Less reliance on hands-on support, more users reaching value on their own.
04
More control, without the complexity
Power users needed flexibility: the ability to define and track metrics that matched their own performance models. Working alongside the Billy Grace team, we designed a custom metrics feature that enables this freedom within a clear, consistent structure. By defining hierarchy, visual distinction and interaction patterns, users get control without sacrificing clarity or reliability. Custom metrics now sit seamlessly alongside the platform’s existing metrics, built for experimentation that scales.
05
Giving AI a face users can trust
Billy Grace understood early that AI could make their platform more valuable. Their AI assistant Quin needed an interface that made data accessible and actionable. As part of our collaboration, we explored the UX/UI direction for Quin, guiding users through AI-driven insights with an emphasis on transparency, control and efficiency. Thoughtful visual hierarchy, clear feedback loops and intuitive interactions help users trust the AI and act confidently. The Billy Grace team then took this exploration forward, refining the feature in-house to match their evolving product vision. To complement the feature, we also designed a dedicated logo that fits seamlessly within the existing Billy Grace brand identity.
12hrs saved per week
For Billy Grace's clients
06
One system their whole team builds on
As Billy Grace’s product grew, so did the decisions that needed to stay in sync across design and engineering. Without a shared system, patterns were recreated from scratch and onboarding new team members took longer than it should.
Together we built Hopper, a Design System named after computing pioneer Grace Hopper, a fitting nod to the Billy Grace name. More than a component library, Hopper combines components, tokens, patterns and documentation that capture the reasoning behind each decision. Yummygum led the working sessions, but Hopper was built as one team, with Billy Grace’s engineers bringing it into the codebase.
What started as an extra layer to maintain has become the foundation for how Billy Grace builds, and how they stay ready for what comes next. Design systems are where human decision-making lives: the rules, the reasoning, the choices that don’t get automated. Hopper gives the whole team a shared language to build from, including AI tooling. That’s not just a design upgrade. It’s a step-change in how the organization works.
20 minutes
What used to take a full day
28%
More efficient on UI work
07
Results
Billy Grace now has a platform that's easier to adopt, easier to navigate and designed to scale. Onboarding gets users to value faster. Custom metrics give power users the control they need. Quin has a clear identity and a UX foundation their team could build on. With Hopper in progress, every new screen they ship will build on a consistent, shared foundation.
The impact is measurable. Product team efficiency scores on UI workflow went from 2.2 to 3.6 out of 5, and positive scores on consistency and clarity increased fivefold. Hopper also opened up a new way of working: in a recent experiment, the Billy Grace team combined Hopper's exports with AI tooling and turned a prototype into working code in 20 minutes. Work that would normally take at least a full development day.
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