BACKGROUND
As Formant shifted its focus from early-stage startups to enterprise clients, the company recognized that its existing website no longer aligned with its evolving brand and business strategy. The original site lacked the authority, clarity, and scalability needed to resonate with technical decision-makers in larger organizations.
PROBLEM
As Formant shifted focus to enterprise clients, its website lagged behind—still tailored to startups. The design, tone, and structure failed to reflect the platform’s full value to a more technical audience. A more polished and scalable web presence became essential to support larger partnerships and build enterprise trust.
MISALIGNMENT
The site did not reflect the company’s evolving brand or business strategy.
MISCOMMUNICATION
Content was outdated and not structured for enterprise-level storytelling.
DISARRAY
Navigation and layout made the platform’s capabilities unclear.
INCOHERENCE
The tone and visuals lacked credibility for enterprise buyers.
PROCESS
INTERVIEWS
Met with the CEO and internal teams to understand the product-market shift and business goals.
AUDITS
Analyzed competitor websites targeting enterprise audiences, audited Formant’s existing site to define tone and structure goals.
MAPPING
Translated raw marketing input into rough wireframes to visualize site structure and highlight missing content early.
Mapped key pages and user flows to reduce friction and ensure clarity across the experience.
ALIGNMENT
Presented options to the CEO, marketing, and design teams; aligned on the “Opaque” direction for its clarity and enterprise feel.
Built scalable, branded components using Formant’s logo shapes and created a consistent visual hierarchy.
COLLAB & QA
Ensured pixel-perfect implementation by working closely with developers and aligning with cross-functional teams during launch.
THE OUTCOME
The redesign clarified Formant’s value for enterprise clients with stronger messaging, improved visual hierarchy, and a scalable design system. It also aligned leadership, marketing, and design, creating a unified, trustworthy presence for technical decision-makers.
CLARITY
A streamlined, immersive interface for configuring missions and placing waypoints visually on our 3D module.
REBRAND
Clear confirmation and error feedback, reducing user frustration and uncertainty during critical tasks.
PARTNERSHIP
Broader adoption across multiple companies, proving the design’s scalability and utility beyond the initial client.
SCALABILITY
Introduction of a gizmo tool for easier waypoint editing, enhancing usability and reducing reliance on side panels.
THE CHALLENGE
Transforming Formant’s startup-focused site into an enterprise-ready experience came with challenges, including aligning leadership vision, filling content gaps, and building a flexible, scalable system. These were addressed through close collaboration and iteration.
DIFFERENT VISIONS
Successfully created a single interface where users could layer multiple data streams (point clouds, GPS, URDF models) eliminating the need to switch between disconnected tools.
LACK OF CONTENT
Designed intuitive mouse-based controls and clear visual hierarchies that enabled both technical engineers and non-technical stakeholders to access critical robotics data.
SCALING
Operators could now quickly assess their robots'
spatial understanding and environmental context
during live operations, improving decision-making
speed and accuracy.
A strategic shift to elevate
trust, clarity, and scalability.
A strategic shift to elevate trust, clarity, and scalability.
CHECK OUT THE WEBSITE
web design, ui design, ux design, prototyping, marketing, sales.
CHECK OUT THE WEBSITE
Visual designer, core designer, collaborated closely with ceo, design team, marketing and external dev.
BACKGROUND
As Formant shifted its focus from early-stage startups to enterprise clients, the company recognized that its existing website no longer aligned with its evolving brand and business strategy. The original site lacked the authority, clarity, and scalability needed to resonate with technical decision-makers in larger organizations.
As Formant shifted its focus from early-stage startups to enterprise clients, the company recognized that its existing website no longer aligned with its evolving brand and business strategy. The original site lacked the authority, clarity, and scalability needed to resonate with technical decision-makers in larger organizations.
As Formant shifted its focus from early-stage startups to enterprise clients, the company recognized that its existing website no longer aligned with its evolving brand and business strategy. The original site lacked the authority, clarity, and scalability needed to resonate with technical decision-makers in larger organizations.
PROBLEM
As Formant shifted focus to enterprise clients, its website lagged behind—still tailored to startups. The design, tone, and structure failed to reflect the platform’s full value to a more technical audience. A more polished and scalable web presence became essential to support larger partnerships and build enterprise trust.
Robotics operators faced delays and inefficiencies due to disconnected tools and complex interfaces. Without a unified visualization solution, critical spatial data remained inaccessible to many users.
MISALIGNMENT
The site did not reflect the company’s evolving brand or business strategy.
MISCOMMUNICATION
Content was outdated and not structured for enterprise-level storytelling.
DISARRAY
Navigation and layout made the platform’s capabilities unclear.
INCOHERENCE
The tone and visuals lacked credibility for enterprise buyers.
PROCESS
INTERVIEWS
Met with the CEO and internal teams to understand the product-market shift and business goals.
AUDITS
Analyzed competitor websites targeting enterprise audiences, audited Formant’s existing site to define tone and structure goals.
MAPPING
Translated raw marketing input into rough wireframes to visualize site structure and highlight missing content early.
Mapped key pages and user flows to reduce friction and ensure clarity across the experience.
ALIGNMENT
Presented options to the CEO, marketing, and design teams; aligned on the “Opaque” direction for its clarity and enterprise feel.
Built scalable, branded components using Formant’s logo shapes and created a consistent visual hierarchy.
COLLAB & QA
Ensured pixel-perfect implementation by working closely with developers and aligning with cross-functional teams during launch.
THE OUTCOME
The redesign clarified Formant’s value for enterprise clients with stronger messaging, improved visual hierarchy, and a scalable design system. It also aligned leadership, marketing, and design, creating a unified, trustworthy presence for technical decision-makers.
The redesign clarified Formant’s value for enterprise clients with stronger messaging, improved visual hierarchy, and a scalable design system. It also aligned leadership, marketing, and design, creating a unified, trustworthy presence for technical decision-makers.
The redesign clarified Formant’s value for enterprise clients with stronger messaging, improved visual hierarchy, and a scalable design system. It also aligned leadership, marketing, and design, creating a unified, trustworthy presence for technical decision-makers.
CLARITY
A streamlined, immersive interface for configuring missions and placing waypoints visually on our 3D module.
REBRAND
Clear confirmation and error feedback, reducing user frustration and uncertainty during critical tasks.
PARTNERSHIP
Broader adoption across multiple companies, proving the design’s scalability and utility beyond the initial client.
SCALABILITY
Introduction of a gizmo tool for easier waypoint editing, enhancing usability and reducing reliance on side panels.
THE CHALLENGE
Transforming Formant’s startup-focused site into an enterprise-ready experience came with challenges, including aligning leadership vision, filling content gaps, and building a flexible, scalable system. These were addressed through close collaboration and iteration.
Transforming Formant’s startup-focused site into an enterprise-ready experience came with challenges, including aligning leadership vision, filling content gaps, and building a flexible, scalable system. These were addressed through close collaboration and iteration.
Transforming Formant’s startup-focused site into an enterprise-ready experience came with challenges, including aligning leadership vision, filling content gaps, and building a flexible, scalable system. These were addressed through close collaboration and iteration.
DIFFERENT VISIONS
Vision misalignment between the CEO and the design team, requiring multiple iterations and strategic presentations to unify the direction
LACK OF CONTENT
Lack of content and assets, which meant collaborating closely with marketing and partnerships to fill gaps and maintain a consistent tone.
SCALING
Need for a scalable design system that could grow with the business and support future case studies, product launches, and content expansion.
INTERVIEWS
Met with the CEO and internal teams to understand the product-market shift and business goals.
AUDITS
Analyzed competitor websites targeting enterprise audiences and audited Formant’s existing site to define tone and structure goals.
MAPPING
Translated raw marketing input into rough wireframes to visualize site structure and highlight missing content early.
Mapped key pages and user flows to reduce friction and ensure clarity across the experience.
ALIGN
Presented options to the CEO, marketing, and design teams; aligned on the “Opaque” direction for its clarity and enterprise feel.
Built scalable, branded components using Formant’s logo shapes and created a consistent visual hierarchy.
COLLAB
Worked with Midori to validate data flows, edge cases, and system constraints, ensuring that what we designed could be built accurately and perform reliably inreal-world scenarios.
COLLAB
Ensured pixel-perfect implementation by working closely with developers and aligning with cross-functional teams during launch.
DELIVER
Built interactive prototypes testing different visualization approaches, refined the interface through user feedback, and delivered a comprehensive 3D Scene Module with intuitive mouse controls and flexible
layer management.
PROCESS
PROCESS
INTERVIEWS
Met with the CEO and internal teams to understand the product-market shift and business goals.
AUDITS
Analyzed competitor websites targeting enterprise audiences and audited Formant’s existing site to define tone and structure goals.
MAPPING
Translated raw marketing input into rough wireframes to visualize site structure and highlight missing content early.
Mapped key pages and user flows to reduce friction and ensure clarity across the experience.
ALIGNMENT
Presented options to the CEO, marketing, and design teams; aligned on the “Opaque” direction for its clarity and enterprise feel.
Built scalable, branded components using Formant’s logo shapes and created a consistent visual hierarchy.
COLLAB & QA
Ensured pixel-perfect implementation by working closely with developers and aligning with cross-functional teams during launch.
DELIVER
While the design was driven by Trombia’s needs, I made sure the solution was modular & scalable, so other customers could benefit from the same path planning experience within our platform.