A sleek black laptop displays a settings or configuration page with a search box on the screen, set against a blue and green gradient background.

Billy Grace

Billy Grace was scaling fast, but rapid growth introduced friction in onboarding and data setup, slowing adoption and increasing reliance on hands-on support.

Together with the Billy Grace team, we worked to make their growth scalable. Through workshops, UX research, and UI refinement, we streamlined key user journeys and reduced the platform’s onboarding complexity. We also gave their new AI feature Quin a clear identity by designing a logo that fits seamlessly within the existing brand. Together, these improvements make the platform easier to adopt, easier to navigate, and ready to scale sustainably.

What we worked on

UX Audit
Information Architecture
UX/UI Design
Product Design
Interaction Design
Design Library
Logo Design

Headquarters

Amsterdam, NL

Industry

MarTech

A web interface that shows a form titled "Company Details" asks for company information, regional settings, and business preferences. The left sidebar shows setup steps, with "Company details" highlighted. "Continue" and "Contact" buttons are visible.

Billy Grace is an award-winning AI marketing platform built for growth. Named SaaS Company of the Year 2025, they’re redefining how marketers connect data, insights, and performance. By combining first-party data with AI-driven predictive insights, Billy Grace gives businesses a single source of truth. Turning complex marketing data into confident, revenue-driven decisions.

A notification on a green dotted background reads "Data Check Success," followed by "Dataschema successfully validated.

A vertical progress tracker with five steps. The first step, "Company details," is completed. The second step, "Integrations set up," is highlighted. Steps three to five are dimmed and unreadable.

As Billy Grace was scaling, the platform grew in both features and complexity. Making it harder for users to navigate and find value quickly. To pinpoint where friction occurred, we ran a workshop with their team to uncover real workflows, pain points, and key engagement moments.

A person with curly hair uses a stylus to design a website layout on a tablet. A white keyboard and part of a laptop are visible on the desk in the background.

A woman with curly hair works at a computer while a man in a white hoodie stands behind her. They are in a bright, modern office with large windows and several green plants.

A young man stands and smiles next to a seated woman working on a computer in a bright, modern office with large windows and indoor plants.

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 avoid.

User interaction is central to Billy Grace’s growth. 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 onboarding 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.

A user journey flowchart shows three stages: Sales Process, Onboarding Flow, and BG Platform. Steps include entering the funnel, booking a demo, proposal, onboarding tasks, platform access, and account creation.

Power users needed a way to create and track metrics tailored to their workflows. We designed a feature that allows custom metric creation while maintaining a clear framework for consistency.

A person with curly hair sits at a desk, looking at a large computer monitor displaying multiple dark-themed application windows with interface elements and forms. The workspace is bright and modern.

Two people sit at a desk in front of a computer monitor, discussing displayed company details. The word "Yummygum" is visible on the wall behind them in large black letters.

Two young men sit side by side at a desk, smiling and looking at a computer screen in a modern office with other coworkers and monitors in the background.

By defining hierarchy and optimizing interaction flows we gave users control over their metrics/data without sacrificing clarity or reliability. The result? Custom metric creator where experimentation is safe, scalable, and seamlessly integrated into the platform besides existing metrics.

A triangle labeled "Billy Grace" in the center, with "C-Level" at the top, "Performance Marketeers" at the bottom left, and "Marketing Managers" at the bottom right. The heading reads "Target Audience.

Wireframe design of a web interface showing options for e-commerce and CRM, form fields for company info, channel setup steps, and a data preview table with ad statistics.

User research revealed that power users needed more 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, we gave users control without sacrificing clarity or reliability. These custom metrics are now seamlessly integrated into the platform besides existing metrics.

A confirmation screen displays "Your account has been set up!" with instructions and a green "Go To Dashboard" button, over a blurred background of an empty, dark theater with rows of seats.

A smartphone screen displays a chat about paid performance in marketing, with the acronym "UMM" explained. The background features a dark green pattern with diagonal stripes.

Three data import options are shown: Custom TV/Radio Data, Custom Order Data, and Custom Backend Data, each with a "Set Up Import" button and brief descriptions of the data types they support.

Just like you would expect from a future-driven brand, Billy Grace understood how the rise of AI could make their platform even more valuable to its users. Their new AI feature, Quin, needed an interface that made data accessible and actionable.

Named as a quiet nod to the origins of computing, Quin adds a human layer to advanced technology. As part of our collaboration, we explored the UX/UI direction for Quin, guiding users through AI-driven insights, emphasizing transparency, control, and efficiency. Thoughtful visual hierarchy, clear feedback loops, and intuitive interactions help users trust the AI and take confident, informed actions within the platform. The Billy Grace team then took this exploration forward, refining the feature in-house to match their evolving product vision.

A computer monitor displays a design interface with two social media post layouts side by side, while a laptop sits open in front of the screen. Cables and office equipment are visible in the background.

To complement the feature, we designed a dedicated logo that visually represents Quin’s AI functionality while fitting seamlessly within the existing Billy Grace brand identity. The feature stands out without disrupting platform consistency.

A dashboard interface displays a search bar with the question "What is a utm?" and suggested related questions. The left sidebar lists categories like Marketing, Charts, and Integrations, along with chat topics and shared data.

A cursor selects the "Backend events data" option in a list of data types, highlighting it with a green check. Other options include "Custom Online Media Data," "Custom TV / Radio Data," and "Order data.

Before working with Yummygum, we lacked the UX/UI expertise needed to scale effectively. We kept developing features that raised more questions than answers. Yummygum changed that. Their structured, strategic approach brought clarity, alignment, and enthusiasm across our team. Developers are now excited, stakeholders are convinced, and we finally have the UX foundation to grow with.