The Gradient

BACKGROUND

Introduce your business and what you do there.

Binary Studio is a custom software development agency with a focus on long-term projects. We leverage exceptional Ukrainian engineering talent to build world class solutions for tech companies. In the company, I'm responsible for operations and marketing.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with The Gradient?

We operate in a market with literally thousands of competitors in dozens of different countries. And our website being one of our main acquisition tools, had to stand out and clearly reflect our advantages.

SOLUTION

What was the scope of their involvement?

We started the cooperation with a concept design. Our website at the time was outdated and needed a drastic redesign. Within weeks the guys at The Gradient developed an amazing home page which by far outdid what other agencies had to offer. The rest of the work we divided into several milestones which were completed within two months. We divided the work into four iterations; each contained 4–5 pages of the website. As soon as we were done with the first milestones, we moved to the next portion of pages.

The Gradient was entrusted to do the design, while the implementation and coding were done by us on our side. The Gradient supported our frontend engineers and guided them throughout the whole process to make sure the animation, colors, fonts, proportions, spacing, etc. were correctly reproduced. The main feature of our website is the interactive design, which differentiates us greatly among our competitors. When coming up with the brief and when we started communicating with The Gradient, we placed a special emphasis on the originality component. We didn’t want to have a new design that reminded users of a template. We wanted to be as unique in our design of the website as possible. The Gradient's team has dealt with the challenge very successfully.

How did you come to work with The Gradient?

When looking for a contractor, we considered a dozen of design agencies, both local and European. We ultimately chose The Gradient because of their vast expertise in design, the track record of successful projects, and their perfect understanding of our business domain.

How much have you invested with The Gradient?

We have spent between $10,000–$50,000 on this project.

What is the status of this engagement?

The project began in September and the website launched in December 2016.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

The Gradient delivered an awesome design which has already helped us to significantly improve several of our website metrics like increased time spent on the website, reduced bounce rate, double numbers of applications through the website, etc.

How did The Gradient perform from a project management standpoint?

The communication has been great. The designer I worked with has always been within reach and responds quickly. Any problems were solved very efficiently. I’m quite happy with The Gradient's project management skills. They are mature, professional, and efficient. For communication, we mainly used Trello and Skype.

What did you find most impressive about The Gradient?

I guess we are lucky to have discovered The Gradient because they are a true find. The Gradient has exceptional designers with profound expertise in IT, they have ambitious professionals who can think big, and at the same time, they are nice and cool people to work with.

Are there any areas The Gradient could improve?

I hope The Gradient grows fast and adds more talented developers to the team with no compromise on quality. We wanted to work with them on our corporate branding right after the website, but they turned out busy with new upcoming projects.

BACKGROUND

Introduce your business and what you do there.

We are a new fintech business with plans to develop innovative, market-leading, and mobile-first financial products. We plan to spearhead our products in the UK before launching into selective European markets. I am one of the company directors and co-founders. I am in charge of product design and ensuring that our users get the best experience.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with The Gradient?

We were using different vendors, but I realized that I needed more user-centric design work from a more hands-on partner.

SOLUTION

What was the scope of their involvement?

The Gradient supported us initially in defining the brand strategy and creating an animated video that showed the app. They later helped us refine the user front-end experience by developing flows and app screens. We were happy with the results, so we continued the work with them. It worked well to combine the initial brand strategy and product design in the same team environment. This ensured that we were truly customer focused. We put together a “reason for being” in the form of three proposition pillars, as well as the drivers for delivering on those propositions. Eventually, we ran several prototype tests to capture feedback from users.

How did you come to work with The Gradient?

Since we are a startup, we decided to outsource development in order to have a quick start. I did some research and came across The Gradient. They expressed a great attitude and were culturally ready to work with a person like me. I've worked with Ukrainian companies before, so I know the culture there. As a Norwegian, I like to speak directly and work based on trust.

Another reason for choosing The Gradient was that they had good app design skills. Instead of working with numerous environments and people, we could essentially have the same team take care of the user experience and our initial marketing message.

How much have you invested with The Gradient?

The cost of The Gradient's work has been between $10,000 and $50,000.

What is the status of this engagement?

We started working with The Gradient in April 2016. The project was put on hold for a bit due to internal reasons. Our last funding round has been successfully closed, so we are ready to engage The Gradient to develop the second version of our app. It will have our testing as a basis.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

We put together a test app and a video aimed at getting investors on board. The Gradient's team has done a tremendous job with it. Investors were impressed and surprised by how far we've progressed after we showed them a quick demo. We have also received very good feedback from our banking partner, who saw our group as a best practices center for user experience. We would not have been able to do this without the efforts demonstrated by the Gradient Team.

How did The Gradient perform from a project management standpoint?

We have changed our scope constantly, but The Gradient has been flexible and patient. The approach we've found has allowed us to fine-tune the scope as we went through sprints. We are doing this in a unique way, compared to other companies I've worked with. Instead of safeguarding, I told The Gradient that we needed to trust each other and reevaluate our progress and needs all the time. I'm very happy to be working with The Gradient and not with a big, prestigious agency. I want good people who are able to focus.

We document our processes using MindMeister and a task master. We use another platform for developing the app, which is an Agile way of making releases. For everything else, we use Google Docs.

What did you find most impressive about The Gradient?

I'm not looking for people who need to be spoon-fed, but rather ones who are smarter than me and can tell me what to do. I've been very pleased with The Gradient's ability to challenge me. They stick to their beliefs, which makes me feel that the project is on track. Instead of only caring about money, The Gradient has a vision for our work beyond what I tell them to do. This means that in the initial stages, we can work out of London without a local design team and have the same progress. At the end of the day, The Gradient understands our work. They think like Western assets, which is important when managing teams remotely.

Are there any areas The Gradient could improve?

The Gradient is based in Ukraine, which means that we've had to involve some additional local marketing people for handling matters related to culture and written language. The Gradient's members know what they're doing, but if we are to ensure that we also have the cream above the coffee and create a UK-centric product, we need additional resources.

BACKGROUND

Introduce your business and what you do there.

Very Good Group is building a set of core products and APIs with reusable infrastructure, components, code and services for companies in the fintech and security industries. I am responsible for the operations.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with The Gradient?

Although our company is known in the United States, it did not have a complementary brand image in the European talent market. We needed a separate strategy for attracting talent in European countries, this is why we approached them.

SOLUTION

What was the scope of their involvement?

They provided research results from a focus group. Based on their research, they built the landing page and created its design and content to recruit and target talent we were interested in. After iterations of feedback, we launched the landing page.

How did you come to work with The Gradient?

Before The Gradient, we approached several agencies. I approached them afterward because of a referral from a friend, and I described the challenges that we faced. They came up with a better proposal than the other agencies, and they had the most knowledge of the European market. Their pricing was acceptable for us and within our budget. I liked their approach and responsiveness with us; they listened to what we said and asked smart questions about the challenges that we faced.

How much have you invested with The Gradient?

Under $10,000.

What is the status of this engagement?

It started in September 2016, and we launched in October 2016.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

We have gotten positive feedback from the candidates we approached after the website’s launch. The whole process of recruiting became smoother. We had about 100 candidates who submitted their resumes through the site. We also hired very prominent people in the first two months after publishing the website.

How did The Gradient perform from a project management standpoint?

I liked their project management approach. Our requirements were gathered in a consistent way, and we were provided with a time frame for each part of the work. They were always in touch. I also want to note that the communication on their side is brilliant.

Their project manager is amazing from the viewpoint of project management. She is responsive and gives clear expectations. She usually brings up ideas on changes or upgrades or on what needs changing in the scope. I am very happy to have worked with her.

What did you most impressive about The Gradient?

I have worked with agencies that can provide great designs, deliverables, websites, and research experiences, but what I like about The Gradient is their outstanding responsiveness and excellent time to market. I would like to work with them in the future when we have other projects.

Are there any areas The Gradient could improve?

At first, viewpoints were different on how the design elements should look like on the website, but they eventually listened to us and moved forward with what we attempted to do with our initial suggestions.

BACKGROUND

Introduce your business and what you do there.

I’m the head of digital platforms at Azercell, focusing on mobile app, website, and self-care digital channels. My role is to improve customer experience, define product priorities, work with design and development teams, and help deliver better digital services for Azercell customers.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with The Gradient?

We needed help improving and modernizing our digital applications and customer experience, especially across our mobile app and self-care journeys. Our main goals were to make the product experience more user-friendly, simplify complex telecom flows, improve UI/UX quality, and create a clearer, more consistent design approach that could support future digital product development.

SOLUTION

What was the scope of their involvement?

The Gradient has handled the product design and UI/UX development for Azercell’s digital channels, mainly focused on improving the mobile app and key self-care journeys. Their work has included reviewing existing user flows, identifying UX pain points, redesigning important customer journeys, creating wireframes and high-fidelity UI screens, building clickable prototypes, and preparing design assets for development handoff. 
The main deliverables have been updated user journeys, UX recommendations, UI designs, interactive prototypes, and design system components to help keep the experience consistent across Azercell’s digital products.

What is the team composition?

We’ve worked with 6-10 members of The Gradient’s team.

How did you come to work with The Gradient?

We chose them because they were a great culture fit, had good value for the cost, aligned with our company values, and were specialized in design.

How much have you invested with them?

Confidential

What is the status of this engagement?

We started working together in June 2022, and the engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The main measurable outcome has been the successful revamp of Azercell’s mobile app and website, with a more modern, consistent, and user-friendly digital experience. Although I can’t share exact internal metrics or confidential commercial data, we’ve seen clear positive progress after the redesign.
Overall, the refreshed Azercell mobile app and website have made the digital experience more intuitive and easier to use. Users can find key services faster, complete self-care actions more smoothly, and navigate the product with less confusion. We’ve also seen stronger engagement with digital channels, especially around everyday actions such as checking balance, buying packages, managing tariffs, and exploring services.
Moreover, the feedback that has stood out the most is that the new Azercell mobile app feels much more modern, clean, and easier to use.

How did The Gradient perform from a project management standpoint?

The Gradient’s project management is professional, structured, and transparent. They communicate clearly, keep the process organized, and are responsive to feedback from our side. Regarding communication, we’ve used in-person meetings, virtual meetings, and email or messaging apps.

What did you find most impressive about them?

The Gradient’s strong design and UX experience have been impressive. They’ve been able to look beyond the visual layer and understand the full customer journey, business context, and practical implementation needs.

Are there any areas they could improve?

No, there aren’t any. They are flexible, responsive, and professional throughout the project.

BACKGROUND

Please describe your company and position.

I am the Founder

Describe what your company does in a single sentence.

A banking and financial education platform for the youth.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire The Gradient to accomplish?

• UX/UI design of app

SOLUTION

How did you find The Gradient?

• Online Search
• Clutch Site

Why did you select The Gradient over others?

• High ratings
• Pricing fit our budget
• Great culture fit
• Company values aligned

How many teammates from The Gradient were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Scope included rebranding of existing brand, re-designing our app and website

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Successfully completed website design, rebranding and app design.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The team was extremely responsive and delivered all requirements as promised.

What was your primary form of communication with The Gradient?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

The team assigned to the project were dedicated and went quite deep into the category and really treated it as their own personal project.

Are there any areas for improvement or something The Gradient could have done differently?

I think given that we had to design an MVP, they could have been more proactive about limiting designs for an MVP and come up with suggestions from their side re what an MVP could/should be.

BACKGROUND

Please describe your company and position.

I am the Cofounder & CEO of Happy Companies

Describe what your company does in a single sentence.

HR and SAAS Technology Platform

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire The Gradient to accomplish?

• Develop our entire SAAS application & user interface
• Deliver the project on time and on budget

SOLUTION

How did you find The Gradient?

• Referral
• Clutch Site

Why did you select The Gradient over others?

The delivered an outstanding proposal

How many teammates from The Gradient were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

The Gradient was hired to do the UX and UI for a complex HR and business technology application, including user research. It was a very complicated project that includes creating a lightweight and easy to use interface for a complex set of objectives.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Gradient shipped the project on-time and on-budget at an extremely high level.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Gradient delivered virtually all of the project on time. They were highly responsive.

What was your primary form of communication with The Gradient?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

Their commitment to quality and delivering at a high level despite complex obstacles and challenging requirements was impressive. Communication was absolutely outstanding.

Are there any areas for improvement or something The Gradient could have done differently?

There was some minor communication challenges associated with different in cultural understanding or norms between the United States and Europe. It was overcome.