As one of the first employees at a web-performance startup, I was the design team of one. I built the brand, the product interface, and the design system that a complex, invisible technology needed to be understood, trusted, and sold.
Instart Logic invented web application streaming: like video streaming, but for websites, it sent the most important fragments of a page first so users could start using a site after only a partial download. The technology was powerful and almost entirely invisible. My job was to give that invisible value a face, in a product technical teams could operate, a brand enterprises would trust, and materials that made a complex platform legible to non-engineers.
The logo, visual language, and how the company looked everywhere from screen to signage.
The customer dashboard: information architecture, flows, and the analytics, security, and delivery surfaces.
A custom UI kit so the product stayed consistent as it scaled and I stayed a team of one.
White papers, datasheets, and case studies that explained the platform to enterprise buyers.
The platform streamed content from edge locations across the world. Part of the design job was making that scale feel simple, both in the product and in the story around it.
I designed the customer dashboard end to end: the same information architecture and flows I built for the platform, shown here refreshed in a current visual language. Each surface answered one question for a technical team: where is my traffic, is my site under attack, and how much am I saving?
Before any screen, I designed the structure, working first with the founder and CEO to shape the architecture, then with the VP of Product to refine it. Every section, page, and control the dashboard needed, analytics, delivery, security, account, and configuration, organized so a technical user always knew where they were and what they could do.
With engineering shipping quickly, consistency could not depend on me touching every screen. I built a reusable UI kit: type, color, controls, data tables, and data visualization. Accessibility is built in, the palette is validated so status and categories stay legible for red-green color-blind users, not just checked at the end.
The same identity I built for the product carried into the space and the sales story. I produced the environmental brand, plus the white papers, datasheets, and case studies that explained an invisible technology to enterprise buyers.
I designed case studies and collateral for the enterprise customers who ran on the platform, including:
Building the brand, product, and collateral from one hand forced every piece to connect. The product looked like the pitch, and the pitch looked like the company.
A team of one shipping for enterprise meant documenting flows and building a reusable kit. Rigor was the only way to scale myself.
The core job was turning complex, unseen technology into something people could understand and trust. It is the same job I take on with AI products now.
Building the data views to work for color-blind users taught me to treat accessibility as a starting constraint, not a final check.