Vedi

Vedi, which translates to “you see” in Italian, was conceived as a premium insights platform designed to provide users with the most accurate and up-to-date market data. The core challenge of this project was balancing the need to showcase the platform’s high-value insights with the business goal of driving conversions. The site needed to feel professional and innovative, using technology as a key differentiator from its competitors, whilst also guiding users through a seamless conversion journey.

To establish a strong foundation, I spearheaded the brand and UI system direction from scratch. This involved exploring and finalising the logo system, colour palette, and typography through a comprehensive brand matrix, which I then formalised into official brand guidelines. With the visual identity locked in, I built out a robust UI design system that would scale across both the marketing site and the core platform.

Because Vedi is fundamentally a data product, the UX required careful thought around how information was displayed and gated. I focused heavily on the conversion journey and paywall logic. Instead of just blocking users entirely, I designed a “preview” experience using specific interaction guidance—such as blur reveal behaviours, hover states, and smooth transitions. High-value data points (like financial overviews, CRO integration data, and detailed charts) were deliberately obscured or locked. This teased the depth of the insights without giving away the full report, naturally encouraging users to convert.

Throughout the process, I created detailed prototypes and iterated closely based on stakeholder feedback, refining complex views like the financial overview tabs and individual data charts. By owning both the high-level brand strategy and the granular product UX, I was able to deliver a cohesive, conversion-oriented platform that positions Vedi as an authoritative and innovative source of truth in its market.