TBL was rebuilding their ESG monitoring product and their brand at the same time. Either could fail loudly. Together they could fail quietly.
The strategic question: can you reposition a B2B product without resetting the relationship with the customers already paying for it?
ESG buyers were leaving incumbents that felt bureaucratic, which gave TBL a window. Taking it couldn't mean alienating the customers already inside the platform.
That set the constraint before any design started: whatever we changed had to be defensible to a customer who'd just renewed.
The thesis we carried into discovery, and the one the interviews later confirmed: the deepest fix wasn't visual, it was structural. The platform was organized around its own data model rather than around the customer's job.
So we rebuilt the structure around journeys. Features now surface at the moment and in the place the work happens, instead of sitting under abstract menus. Secondary functions (mass emails, factor libraries, indicator templates) became contextual shortcuts inside the journey rather than a separate area to hunt through.
The brand evolution rode on top of that: a lighter, more modern visual system, designed straight into the new component library so the rebrand shipped as part of the upgrade. Customers read the reposition as the product getting easier to use, not as a marketing exercise.
We started with a full immersion in the existing product, mapping every flow, state and screen. Then we brought customers in. Across ten hours of interviews we asked them to walk us through their experience and tell us what to change.
The pain points stacked up fast. Some confirmed what the team already suspected. The surprises mattered more.
We collapsed the customer feedback into seven categories. Every screen we eventually redesigned had to answer to at least one of these.
Easy to understand how features and content are organized.
Easy to navigate without getting lost in the volume of data.
Easy to find information, build different views, compare new with old.
Easy to control status, versions, approvals, traceability. From collection to final verification.
The data feels right, regardless of which view it's presented in.
Customers know what's happening, what they need to do, and how often.
Simpler. More modern. More human.
No churn spike on a customer base that had just renewed. Customers experienced it as a service upgrade. The brand evolution rode in on the back of usability.
Thirteen distinct things shipped in the redesign. Six of them carried most of the strategic weight.
Secondary features (mass emails, factor library, indicator templates) moved out of the menu and into the contexts where they make sense, so the right tool shows up at the right step of the work.
A new area consolidates everything the customer needs to act on: approvals, follow-ups, pending entries. No more hunting through the platform for what's owed.
Customers who don't want to configure anything no longer have to. Pre-built indicator modules and report templates populate with their data and update on their own. The platform now covers both ends: configure everything, or open and go.
The reports area was rebuilt. Custom reports still work the way they did, but alongside them sit pre-built templates and live data views that update and surface insights with no configuration at all, in the new visual system.
Underneath every screen change is a refreshed component library and design system. Buttons, inputs, cards, charts, navigation patterns. Designed once and reused across every surface of the platform. The rebrand shipped as part of the system, not as a paint job applied on top.
The new platform works on desktop, tablet, and mobile, without making the mobile experience an afterthought.
The screens customers spend the most time on. Login, indicator management, and reports. Paired with what they replaced.
Existing customers felt less friction immediately. New customers found their way faster.
Client · TBL (2022)
Engagement · Freelance, alongside a UX strategist
Product strategy, UX & brand system · Davi Serrano