Hue & Machine

BACKGROUND

Introduce your business and what you do there.

I'm the CEO and founder of TestFiesta, an AI-powered test case management platform with fast performance, intuitive interfaces, customizable workflows, and robust reporting to help QA teams streamline and optimize their testing processes.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Hue & Machine?

We needed help with the design of our new platform.

SOLUTION

What was the scope of their involvement?

Hue & Machine has designed our entire platform from scratch. The team has fully designed every screen of the application and set all the design standards in Figma, starting from nothing. Overall, they've designed hundreds of screens and thousands of features.

What is the status of this engagement?

We started working with Hue & Machine in September 2023, and our engagement is ongoing.

How did you come to work with Hue & Machine?

We found them on Upwork. I interviewed multiple designers, and Hue & Machine seemed the best.

What is the team composition?

We work with 2–5 teammates from Hue & Machine.

How do you communicate with them?

We use virtual meetings.

RESULTS & FEEDBACK

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

Thanks to Hue & Machine's work, our product has gone from an idea to a real, live product with customers. We've gone from zero customers to dozens of customers. Moreover, our customers have commented on the clean, intuitive design.

How did Hue & Machine perform from a project management standpoint?

Hue & Machine has delivered on time. We meet twice per week to discuss open items and next steps.

What did you find most impressive about them?

Hue & Machine has spent a lot of time and effort really understanding our customers and use case and researching the competition.

Are there any areas they could improve?

There's nothing they can improve on.

BACKGROUND

Please describe your company and position.

 I am the Head of Unit, Product Owner of an information technology company 

Describe what your company does in a single sentence.

ERP system for real estate management

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Hue & Machine to accomplish?

• Redesign the interface of an existing property management platform so all modules look and behave as one product, instead of each screen being built differently by a different development team.
• Improve the UX of the daily flows property managers and accountants use most, so long lists, deep hierarchies and long forms take fewer steps and less thinking.

SOLUTION

How did you find Hue & Machine?

Other

Why did you select Hue & Machine over others?

Referred to me

How many teammates from Hue & Machine were assigned to this project?

2-5 Employees

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

The project involved improving the usability and designing the visual appearance of a complete ERP system. All key functionalities were designed by Hue Machine to be intuitive, user-friendly, and visually appealing. Key functionalities included financial management views, such as general ledger accounting and accounts receivable/payable.

RESULTS & FEEDBACK

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

Improved product usability, clearer navigation across two levels of the system, faster completion of core daily flows, better handling of large data sets and deep hierarchies, and a more consistent experience across every part of the platform.

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

Deliveries were completed almost without exception within the agreed schedule. The functionalities were not simple and were often difficult for those unfamiliar with the subject matter to understand, but our designer quickly gained a strong understanding of what we were aiming to achieve.

What was your primary form of communication with Hue & Machine?

Virtual Meeting

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

The design process was fast, and they were able to take into account aspects that we ourselves had not considered when defining the requirements.

Are there any areas for improvement or something Hue & Machine could have done differently?

-

BACKGROUND

I am the Product Manager of PropQA

PROPQA is an AI-powered real estate platform focused on helping people find property in Dubai. It provides AI-assisted search, verified sales and rental listings, and direct connections to agents, along with a dedicated portal where agencies can list and manage their own properties.

OPPORTUNITY / CHALLENGE

• Redesign the UI of a Dubai real estate platform and make property search simple for two different user types: people looking to buy, rent, or invest, and agencies listing their own properties.
• Improve the user flow so users can find, compare, and shortlist properties with fewer steps, and introduce an AI chat that helps them search and compare options in a natural way.
• Deliver one consistent experience across the web platform, the mobile app, and the agency portal.
• UX Strategy, User Research, Usability Testing

SOLUTION

• Online Search
• Referral

• High ratings
• Close to my geographic location
• Pricing fit our budget
• Great culture fit
• Good value for cost
• Referred to me
• Company values aligned

2-5 Employees

They redesigned the UX/UI of an AI-powered real estate platform for the Dubai market, used by people looking to buy, rent, or invest in property. The scope covered the web platform, the mobile app, and a separate portal for agencies that list their own properties. They reworked the product's visual design, simplified key user flows for search, filtering, and comparing listings, and designed a new AI chat feature that lets users describe what they are looking for and compare options in a conversation, rather than manually adjusting filters. They also designed the agency side of the product, so agencies can manage their listings and enquiries in a clear and structured way, and kept the UI consistent across all three products.

RESULTS & FEEDBACK

Faster and easier property search, clearer navigation and filtering, a simpler path from search to contacting an agent, and a consistent UI across web, mobile, and the agency portal.

Timelines were respected from the first milestone to handover. We had a launch window we could not move, and they planned the work backwards from that date so the critical screens were ready first. 

• Virtual Meeting
• Email or Messaging App

How closely they worked with our developers. The files we received were organised, documented, and built as a proper design system with reusable components, so our engineers could implement without constantly going back for clarification. That is rarer than it should be. They were also comfortable pushing back. If we asked for something that would have created a confusing experience for users, they said so and showed us an alternative. 

Nothing worth noting. They were easy to work with, open to feedback, and delivered what we needed. 

BACKGROUND

I am the Director of Search Marketing of M4Storage, Inc

M4Storage, inc. is a digital marketing company focused on helping self-storage businesses grow online. We provide website design, SEO, digital marketing, and conversion-focused solutions to help storage facilities attract more visitors and turn them into customers.

OPPORTUNITY / CHALLENGE

• UX Strateg
• Usability Testing
• User Research

SOLUTION

• Online Search
• Referral

• High ratings
• Pricing fit our budget
• Good value for cost
• Referred to me
• Company values aligned

2-5 Employees

We worked on UX/UI design for multiple self-storage websites, with a focus on improving usability, visual design, and conversion. The work included redesigning key pages and user flows, improving the way storage units and offers were presented, optimizing calls to action, and making the websites easier to use across desktop and mobile. We also worked on different design solutions and iterations based on business goals and conversion opportunities.

RESULTS & FEEDBACK

Improved website usability and conversion potential, clearer user journeys, better presentation of storage options, and a smoother path from website visit to inquiry or rental.

Yes, they consistently delivered the work on time and were responsive when our priorities changed. They were quick to understand what we needed, made adjustments when necessary, and were always open to our feedback. They also brought their own ideas and solutions when they saw ways to improve the design.

• Virtual Meeting
• Email or Messaging App

What impressed us most about Hue & Machine was how well they understood our product, requirements, and business goals. They were always ready to suggest different solutions and explain what could work better from a UX perspective. They brought useful ideas to the table and considered not only how the product should look, but also how each design decision could support our business objectives.

What stood out most about Hue & Machine was their ability to look at the bigger picture. They understood our business goals and thought about how the design could help improve the website and conversion, not just make it look better. They also gave us several options and were always ready to explain why one solution might work better than another.

BACKGROUND

Introduce your business and what you do there.

I'm the co-founder and CEO of tech startup building a universal context layer for enterprise data. We automate documentation, create column-level lineage graphs, and bridge the gap between technical and business teams.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Hue & Machine to accomplish?

We hired Hue & Machine to work on the UX/UI design of a complex SaaS data platform, focusing on making the product easier to understand and use.

SOLUTION

What was the scope of their involvement?

Hue & Machine has been improving the overall UX, structuring key user flows, designing core product screens, simplifying navigation, and creating a consistent UI across the platform. The team has also worked on the visual direction and design system to create a scalable foundation for future product development. Key deliverables include final UX/UI assets, a design system, logos, and other marketing assets.

What is the team composition?

We've worked with 2–5 teammates from Hue & Machine.

How did you come to work with Hue & Machine?

We found them through an online search and a referral. We chose them over other options because they had high ratings, were close to our geographic location, had pricing that fit our budget, had a great culture fit, offered good value for the cost, and had company values that aligned with ours.

What is the status of this engagement?

We started working with them in February 2026 and completed the first phase in June, but our engagement is still ongoing.

RESULTS & FEEDBACK

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

Hue & Machine has completed all deliverables in a timely manner. We've launched the beta version of the product as planned and are currently working on building additional features. The team created the initial UX/UI for the first publicly available version of our tool. Early user feedback on the interface has been highly positive. Users have particularly appreciated the clean, intuitive design, noting that it's easy to navigate for both technical and business users.

How did Hue & Machine perform from a project management standpoint?

Hue & Machine is very reliable with deadlines and always delivers on time. We work in weekly design sprints, and every milestone is completed as planned. We primarily communicate via virtual meetings and email or messaging apps.

What did you find most impressive about them?

What we've been most impressed with is how well Hue & Machine understands our product, requirements, and business goals. They're always ready to suggest different solutions and explain what could work better from a UX perspective. The team brings useful ideas to the table and considers not only how the product should look but also how each design decision could support our business objectives.

Are there any areas they could improve?

Overall, we've had a very good experience working with Hue & Machine. If anything, there have been times when we've had a lot of design options and ideas to review, which has made it harder to choose the final direction. However, this is also one of the things we value most, as they always give us enough options to find the solution that works best for the product.

BACKGROUND

Please describe your company and position.

I am the CEO of Biograf

Describe what your company does in a single sentence.

Biograf is a storytelling and sharing app that lets you preserve and share your personal stories and memories in a unique and meaningful way. 

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire hue&machine to accomplish?

• Mobile App Design
• Web site design
• Web site development

SOLUTION

How did you find hue&machine?

upwork

Why did you select hue&machine over others?

• Great culture fit
• Good value for cost
• Portfolio

How many teammates from hue&machine were assigned to this project?

1 Employee

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

Loolking for some hi-fidelity wireframes for a mobile app I am currently working on. I already have an app prototype, but it doesn't look as nice as it should. The requirements are:

• a clean, minimalistic design, and something so simple anyone (kids and elderly people) can use it without having too much difficulty. I can tell you more details but essentially it's an app that uses the device's camera, and text overlays to help with prompts. Almost like an interview app.
• Login/registration screen
• Introduction screen / first-time user setup
• Categories
• Video & Text overlay
• profile page 
• Matching website and CMS

RESULTS & FEEDBACK

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

We broke down the project into phases. Each phase has its own set of goals. But ultimately, it's what my users have said post launch and so far, the feedback I've been given has been nothing short of amazing when it comes to the UI/UX of the app. 

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

Everything was delivered as promised. We had weekly goals and spoke weekly about them. No surprises or shortcomings. Communication was on point. 

What was your primary form of communication with hue&machine?

• Virtual Meeting
• Email or Messaging App

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

• First, I love the design style. 
• Alex is great to work with
• They understood the assignment and delivered something that hit all the requirements. 

Are there any areas for improvement or something hue&machine could have done differently?

None

BACKGROUND

Introduce your business and what you do there.

I'm the director of an AI startup. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with hue&machine?

We needed help designing two of our platforms and developing the frontend of our customer-facing application.

SOLUTION

What was the scope of their involvement?

hue&machine is helping us with our apps' UX design using Figma. The team has also worked on our company's branding, including creating the logo, defining our brand colors, and creating the general visual direction. Although I've provided general direction, hue&machine has designed all deliverables from scratch. 

What is the team composition?

We worked with two teammates from hue&machine: Alex (Digital Creation Manager) and Anastasia (Design Team Lead).

How did you come to work with hue&machine?

I found hue&machine on Upwork.
How much have you invested with them?

We've spent around $30,000 on this project.

What is the status of this engagement?

We started working with hue&machin in mid-2023.

RESULTS & FEEDBACK

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

hue&machine's work is amazing. I've received good feedback from my team and people outside the company, and we agree that the work has been done to a very high standard. We haven't launched the app yet, but we've done testing with a few research groups, and the positive feedback has been consistent throughout. 

How did hue&machine perform from a project management standpoint?

hue&machine is very responsive through Slack.
Are there any employees from the service provider's team that you would like to give a shout-out to in this review?
I want to highlight Alex and Anastasia's work.

What did you find most impressive about them?

When I first talked to them, I was impressed by hue&machine's portfolio because it was the most interesting company I was considering for the project.

Are there any areas they could improve?

I can't think of any areas for improvement; we've been happy throughout the engagement. 

Do you have any advice for future clients of theirs?

I suggest being engaged with hue&machine and treating them as partners. Work with hue&machine as if they're part of your team, as opposed to just giving them a brief and leaving the project entirely to them. If you do that, you'll receive amazing results. Much of the enjoyment we've found working with hue&machine has been from building the concept together step by step. That is my only advice for getting the most out of your engagement with hue&machine.