Case study —
Overview
Bidbrain is a SaaS platform and user dashboard designed to enhance Google Ads by providing charts, campaigns, and analytics fed directly from Google Ads. This allows the user to create and modify shopping campaigns and get complex data feedback.
Bidbrain uses AI technology for granular bidding, allowing users more control and better return on ad spend. With that in mind, my vision was to create a bold brand identity that set them apart from others in the industry, and a user-centric and intuitive dashboard to give users a reason to switch from Google Ads.
The challenge
Bidbrain needed a feature rich and intuitive product to allow them to scale, as well as a more visible brand to stand out among competitors and showcase their product in an easily digestible way.
Solution
Together with the team we researched and strategised how to position the brand and design the product interface, supported by a brand new website.
New visual identity
Beginning the process by conducting market research by looking at peers, competitors and target audience in the AI SaaS industry. Aligning expectations along the way, the initial research helped guide and conceptualise the approach to develop the new Bidbrain identity.
Aiming to convey the modern use of AI in the product with a bold colour scheme that set us apart from others, as well as lean into some already existing market recognition. Bidbrain had some existing ideas on the logo mark already which allowed me to propose a solution based on a relatively simple idea using the brain shape, reinforcing the use of AI and smart user interface.
A simple and flexible webfont was chosen to keep the product moving fast, and preserve the modern feeling.
Revitalised product
Renewing the product involved rebuilding the product from the ground up, since nothing existed in Figma. Together with the product owner, we defined an MVP and structured our feature implementation from there. A core experience was created and over time we built up our component library and asset files.
The challenge here was two-fold: create a functional and elegant user-centric dashboard for our customers, as well as create an easy to use and navigate set of assets and flows to be used internally in Figma.
New website
Bidbrain has many clients, and so the design language had balance professionalism and creativity, with clear and concise ways of displaying the product for potential new users.
The website was an iterative design process going through several variations and ideas. We turned wireframes into a bold and dynamic website with a focus on explaining the product and displaying features.
The result
We accomplished a lot in just under 3 years. The brand identity was well received and positioned us strongly in the market. The product started small and became feature rich, eventually leading to being acquired by an industry leader late in 2023. I'm very proud to have been part of the Bidbrain journey.