The Gradient

Introduce your business and what you do there.

I’m the VP of marketing and communications for one of the leading corporate investment banks in Saudi Arabia. We take care of security brokerage, stock trading, asset management, and we also have an investment banking division where we help companies with mergers and acquisition transactions.

What challenge were you trying to address with The Gradient?

We have an archaic stock trading system that was designed and developed in 2012. We needed someone to revamp this platform and use the latest design tools and development methods to help our clients better.

What was the scope of their involvement?

We first looked at the existing platform, products, and services we were offering digitally. We then looked at our future vision, what our requirements were, and did a bit of a gap analysis and research to understand our clients more. After that, we did a bit of competitive analysis and from there, we decided on a design concept. The Gradient then started designing the various components of that concept.

For the gap analysis, we used an Excel sheet of what we had and what we would like to have. There was nothing visual at that point so we just wrote the login process, including accessing trade securities, investing in funds, reading articles, searching for stocks, and chatting with agents.

As of now, we’re still in the testing phase, but we’re getting more clients on board to test the product.

What is the team composition?

Initially, we worked with a business analyst and two designers. As we progressed, we started working with only a business analyst and just one designer. There’s also a relationship manager who we go to whenever we’re trying to settle invoices and ask for out-of-scope work.

How did you come to work with The Gradient?

We kept digging deep into the UI/UX community through online research, and we found an article that talked about Clutch. When we visited Clutch, we saw there were filters to the search feature by a specific service, which got us hooked. We then sent out RFPs to almost 30 agencies and we chose The Gradient because they gave the best story and they had the best profile.

What is the status of this engagement?

We started working together in March 2020, and our partnership is still ongoing.

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

The design concept that we created with them was so good, that the CEO asked us to present it to our parent company. They ended becoming really inspired by it, so they went and requested The Gradient’s services. The team simplified the interface, so the design of the app itself has reduced the number of clicks that our clients have to go through. Additionally, the quality of the design is definitely felt by the clients and the testers.

We did multiple iterations with The Gradient and they were very responsive and accepting so we were able to enhance the design. The best metric would be the low number of changes required to the original design — we didn’t have to spend too much reworking the design that we originally had.

How did The Gradient perform from a project management standpoint?

We mainly use Slack to communicate, and their team uses Notion to manage the project. Their project reporting and management are great and the deadlines are always met. If there were going to be any delays, we’re made aware of the risks and why they wouldn’t be met ahead of time.

What did you find most impressive about them?

We care about the costs but we definitely don’t want to compromise value, so we like the value their service brings. prior to hiring them, they gave us the confidence that they'll be able to deliver the quality we’re looking for at a great price. The Gradient is extremely patient, systematic, and professional. 

Are there any areas they could improve?

There were some mistakes along the way but we all learned from them, and we’re still happy with their services.

Do you have any advice for potential customers?

Make sure you have a vision. If you have a vision of where you want to be, The Gradient will be the best partner for you. They had never done work in the investment segment before, so all the expertise came from our side. If we didn’t have the vision, they probably wouldn’t have produced the design we were looking for.

Introduce your business and what you do there.

I’m the CEO and founder of a recruitment SaaS company. We are building a business services platform for staffing and headhunting.

What challenge were you trying to address with The Gradient?

We needed someone to do UI/UX design on the Salesforce platform that we had been developing.

What was the scope of their involvement?

The Gradient has customized completely the UI on our Salesforce platform to improve its efficiency and make it able to support all the workflow and processes we need. The team has designed every single UI/UX component of the platform, which is essentially a very complex desktop application with several aspects to it.

What is the team composition?

We work with a UX business analyst, a UI designer, and an account manager. We have two of their employees working full-time, and they have a lot of internal workshops with other team members that solve issues that might arise. 

How did you come to work with The Gradient?

The team was recommended by our development partner.

How much have you invested with them?

Our company has invested over €100,000 (approximately $122,000 USD). 

What is the status of this engagement?

Our partnership started in April 2020, and it’s ongoing. 

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

The Gradient's team is brilliant. They have excellent leadership skills and constantly commit to delivering high-quality work. 

How did The Gradient perform from a project management standpoint?

We use tools like Aha! and Confluence for project management — they’re very good at it. 

What did you find most impressive about them?

The Gradient’s work ethic and attitude are great — it's as if they were part of our company. Even though they’re based in Ukraine, they have solid English language skills and international experience. Everyone I’ve dealt with has been really good. 

Are there any areas they could improve?

No, I can't think of anything. 

Do you have any advice for potential customers?

I’d advise them to trust the team and be clear about what they’re looking for. Be transparent in your communication and provide regular feedback.

Introduce your business and what you do there.

I’m the CTO of a fintech company: ESTO. We issue loans to merchants.

What challenge were you trying to address with The Gradient?

We needed a better platform that made decision-making easier for our merchant partners.

What was the scope of their involvement?

During the first week, The Gradient learned our business logic and system. We provided them with semi-technical specifications and explained our vision for the new portal. Their team then executed the design phases with at least one team member from ESTO who answered any questions about the business. Within a month, they had created the designs.

What is the team composition?

The Gradient assigned a business analyst, a designer, and other team members to the project.

How did you come to work with The Gradient?

We researched and assessed four different agencies. Compared to all of the other agencies, The Gradient was the best. Their work process had clear structures.

How much have you invested with them?

We spent $10,000 on their services.

What is the status of this engagement?

Our ongoing partnership began in January 2021.

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

The Gradient created the best designs that I’ve seen any design agency produce. We have yet to fully implement their designs. We’re still implementing the frontend from our side.

How did The Gradient perform from a project management standpoint?

Their team uses Notion to track tasks and Figma to show us the designs. However, we communicate through Slack. We can see their workflow and each step of the process.

The Gradient has a clear workflow, which led to our decision to work with them. Their team has managed the project well, so everything has been clear. They perfectly meet the clear timelines. If we have questions, their team answers them. They have never left a question unanswered.

What did you find most impressive about them?

They follow a structured process. The Gradient always tries to find a solution. They’re meticulous and care about every detail.

Are there any areas they could improve?

No, they’ve exceeded our expectations.

Do you have any advice for potential customers?

Let them design and coordinate the design phase of the project. Let them do their work because they know what to do.

Introduce your business and what you do there.

I’m the head of digital and innovation labs at BTECH, one of the largest retailers in Egypt. We're popular for consumer electronics and home appliances.

What challenge were you trying to address with The Gradient?

Our digital channel experiences weren’t up to our standards and weren’t built using the latest UX trends. The customer usability needed to be improved as did our competitive market presence. 

We have other offerings, including consumer financing and loyalty programs that weren’t as integrated as they should’ve been.

What was the scope of their involvement?

They provided a full plan for the revamp and redesign of our digital platforms, including native iOS and Android apps as well as the website. They offered a plan and followed it, providing business flows, analysis, recent assets, and product rebranding materials.

They redesigned and updated our e-commerce platform using Notion, Figma, MURAL, and Jira. They used ProtoPie for prototyping but didn’t do the development. To execute, they interviewed us, conducted user testing, held user interviews, and more. They even came onsite to interview store and call center agents. By the end of the project, they’d interviewed most of the stakeholders.

They consulted on SEO for the platform and offered an engagement plan for our native apps and communication framework, informing us on best practices. They also provided advice on UX writing. They helped with the product rebranding. One of the most critical items they worked on is the service design, which manages the notifications framework end-to-end for each piece of the customer journey.

What is the team composition? 

We work with six people. We converted our model from a project-based model to a retainer model, so they’re now an extension of our team. There are four product designers and two business analysts. The co-founder was also a part of the project kickoff and helped with project management for our MVP. 

How did you come to work with The Gradient?

We had a very structured selection process. We established a scoring system for anyone who wanted to partner with us. We based our scoring on factors such as the quality of their portfolio, any time zone difference, and most importantly, any previous design systems that they had created. We wanted to assure sustainability in the quality of the deliverables.

Using this system, we selected around 20 companies from Clutch. We narrowed them down to 10, then to five, then to the top two. Finally, we chose The Gradient.

How much have you invested with them?

We spent between $250,000–$500.000.

What is the status of this engagement?

We started working together in February 2020, and the work is ongoing.

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

They don’t narrow their scope to only delivering visual assets. They’ve taken on the design of the whole customer experience. In the first month after the shift in the UX, we actually saw a 150% increase in sales as well as an increase in queries.

How did The Gradient perform from a project management standpoint?

Project management is good. They’re very disciplined and take ownership of the engagement in order to make our lives easy. They’re very accommodating of our changing requirements and directions. They are always very adaptable and push themselves. Most importantly, they always help us to make better decisions.

We hold regular meetings, sprint planning calls, and monthly sing-off calls via Zoom. However, most of our day-to-day communication is through Slack.

Before the beginning of this year, we used Notion for everything. As of this year, we’re investing in a project management tool that is more sophisticated like Aha!

What did you find most impressive about them?

They take ownership and are passionate about the products they build. They’re very creative and the quality of their work is amazing. What really makes them stand out, though, is their planning and processes. They have amazing business analysts that are able to understand all pertinent industry insights.

They really know what they’re designing. They aim for a holistic experience in their design process, which has added a lot of value for us. It’s also helped us to reduce a lot of friction and overhead that can arise due to future uncertainty.

Are there any areas they could improve?

No, I recommend them to everyone.

Do you have any advice for potential customers?

Get someone who is an experienced visual designer.

Introduce your business and what you do there.

I’m a product specialist at Makosi, a management consulting firm. We connect world-class auditors with CPA and audit firms around the world.

What challenge were you trying to address with The Gradient?

We’re building out a new digital platform to manage our pool of auditors and provide new and innovative ways for our clients to interact with them. 

What was the scope of their involvement?

Our project with The Gradient involved a couple of deliverables. The team developed a new site for us, managing the UX/UI designs. They worked with us from conceptualization, drawing up the designs for us and working with our development team to bring it to life. They provided guidance on things like color palette, typography, and graphics. 

Currently, the team is working on a new application form for our auditors. 

What is the team composition?

We’re working with one business analyst and two designers, as well as with Olena (Founding Partner).

How did you come to work with The Gradient?

We were referred to The Gradient by another company. 

How much have you invested with them?

We’ve spent between $15,000–$20,000.

What is the status of this engagement?

We’ve been working together since June 2020. We see ourselves continuing to work with them for a very long time. 

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

We’ve certainly seen users spending more time on our site than in the past; it’s increased by about 25%–30%. The user feedback we’ve been getting is really positive. The site is easy to navigate, and our value offering is being communicated a lot more clearly. The new UX/UI is on par with world-class standards.

We’re also confident about the work they’re currently doing on our new application form.

How did The Gradient perform from a project management standpoint?

The thing that sets The Gradient apart, apart from the fact that they’re a team of extremely talented strategists and creative thinkers, is that they have an incredible process for managing projects. 

They’re excellent at leveraging the idea of agile methodology to their creative work. It’s really phenomenal; it’s probably the best process I’ve ever come across. They’ve created a blueprint that they apply to complex projects with a lot of moving parts, and it brings a lot of success. It’s allowed us to get a usable product with a lot more creativity and confidence. 

What did you find most impressive about them?

The Gradient really took the time to understand what we’re trying to build and achieve with our project. The time they invested really set them up for success because they were able to give us important feedback and guidance from a business requirement perspective as well as a product development perspective. 

They constantly gave us feedback and were very much part of the process, because they understood what we were trying to achieve.

Are there any areas they could improve?

No, there’s nothing that comes to mind.

Do you have any advice for potential customers?

Involve The Gradient in your product development process as much as possible and give them as much information as you possibly can. Go into detail when explaining what you want to achieve and what your vision is from a creative perspective.

Introduce your business and what you do there.

I’m the principal of IdealState, a digital consulting firm that provides digital transformation support to the social sector. We consider ourselves a digital transformation partner for nonprofit foundations and private sector clients working towards social good.

We usually have long-term engagements with clients and help them understand how the landscape of their digital tools are helping or hurting their ability to be effective and achieve their mission.

What challenge were you trying to address with The Gradient?

We’re very excited about a new service offering we’re planning to roll out in 2021. We’re calling it a strategy as a service offering. Clients with an annual subscription will have access to a toolkit that provides content, materials, and guidance that leaders need to go through a digital transformation process. We pair that with an advisor that provides support through the project.

To enable that new service, we needed to build technology that can provide that experience for the client. We’re building that on Salesforce, and we needed a partner with product design expertise to help us define how it will work.

What was the scope of their involvement?

We brought them on to help validate our strategy. We did market research, and they did light market research as well. Then they dove into product design. That includes defining the requirements and specifying what the system is supposed to do. Their primary outputs are user stories and wireframes.

What is the team composition?

We worked with a team of product development and design specialist. One person was more of a business analyst who dealt with documenting our requirements. Another was more design and UX-oriented. Then the project lead guided us and our vision.

How did you come to work with The Gradient?

We were introduced to them by the Salesforce developers that we were talking to. We weren’t quite ready to start the development at first, and so another development company referred us to The Gradient.

What is the status of this engagement?

We brought them on in April and we finished the work in May 2020. However, we will be working with them through next steps.

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

The exercise provided an important stage in the process in which we were able to flesh out the details and our understanding on how it would work. We have a much clearer vision of it now.

It also helped the developers work quickly to build out the initial prototype.

We just finished the first iteration, a prototype, based on the design The Gradient provided. They’re going to be stepping back into the process to review and to provide additional input on the design.

How did The Gradient perform from a project management standpoint?

The project management went well. We had weekly meetings and there was good communication via Slack. They kept us updated with what they were doing and laid out a pretty clear trajectory for the project upfront, so we knew what to expect. Overall, they stuck to the plan.

What did you find most impressive about them?

They have the right people on their team. They do their jobs well and are very passionate about what they do. They were invested in the project, and that’s a key ingredient for a new product or company to be successful.

Are there any areas they could improve?

They spoke and worked very quickly during the proposal phase, making it a little difficult to follow along. They could slow it down a bit to make sure the customer understands the process in the early stages.

Do you have any advice for potential customers?

No, I don’t. they made it very straightforward to work with them.

Introduce your business and what you do there.

I am the product manager of a smaller company. We work in health tech and we are currently developing software for clinical care in hospitals.

What challenge were you trying to address with The Gradient?

We currently have a working application that is out in the market. We noticed that from feedback from our customers that there were certain challenges with the UI/UX design that could not be easily overcome by simply trying to redesign the current software that we have as it is an older application.

Smaller changes would not reach our goal so we needed a larger redesign and we needed experts to help us with this as we didn’t have that expertise in-house.

What was the scope of their involvement?

We started with a discovery week where they mapped out the higher-level requirements that we needed and tried to understand the whole scope of the product. They are helping us design every part of the software, so in a way, it could be seen as completely new software; it is all the workflows in the software.

We are still collaborating with them and we are working with them full-time. I am working with them on a daily basis to iterate through the designs, collect requirements, organize them, and plan user interviews. We have already been working with them for several months quite intensely.

What is the team composition?

At the moment, we are working most intensely with the designer and also a requirements manager. They are focusing on the actual designs and translating the designs into requirements. 

We also have one of the founders of the company who acts as a more overseeing project manager.  During the discovery week, we had an interdisciplinary team helping us.

We also have the Amsterdam representatives who we contact once in a while and they also contact us to make sure that everything is running smoothly.

How did you come to work with The Gradient?

Our company is distributed. As a product manager, I am located in Amsterdam. Initially, just for ease, I was looking for a UX designer in the Netherlands. The Gradient has representatives there which is how I found them. They gave us an introduction to The Gradient team in Ukraine, and we decided to visit them in person.

How much have you invested in them?

So far, it may be about €100,000 (approximately $119,000 USD).

What is the status of this engagement?

We had our discovery week in late February 2020, just before the Coronavirus. We are still working together.

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

Because we are now creating more or less a new product, we haven’t really put it out in the market yet. That is planned for next year sometime, and in that sense, I cannot give any numbers. 

However, I can say that we have been progressing with the designs and there has been positive feedback internally as well as some early positive feedback from some external users. This is very preliminary because it is based on the prototypes.

How did The Gradient perform from a project management standpoint?

I think the results may differ depending on who you ask within our company. I feel that the start was a little slower, partly because on our side we apparently needed more clarity on certain aspects of the product.

Perhaps, also from The Gradient side and from our side, it was less clear how fast we needed to proceed and in what structure exactly. 

However, as soon as that became clearer during the project, I noticed that The Gradient was very eager to adjust to our schedule and be flexible enough and find solutions so that we can basically create a successful product meet our deadlines, and our budget restrictions. As soon as we had more clarity, they were able to adjust very well.

What did you find most impressive about them?

I think our product is really complex. It needs to solve some problems that are very common among doctors, and they have tried their best to comprehend this very complex material, translate this into the design and come up with creative solutions on how to apply them to the design. 

I also felt that our requirements manager was there to ask software questions about how to deal with certain issues within the product which we may not have thought about. 

They really helped us to avoid any kind of pitfalls within the UX design if we would have done it ourselves. I was surprised about how much they were able to grasp such a complex project as it is a product for medical use and not an online webshop.

Are there any areas they could improve?

We could have used a little more guidance from their side in some cases about how to organize the work since we had less experience in that, but I think the collaboration is getting better and better. I must say that in the areas they could organize, they really did. 

They were very involved in the project, produced a lot of materials, and gave lots of input. From my perspective, I think they did a good job with the available information that they had. It is hard to say how much better they could have done considering we could have perhaps provided them with more clear input.

Do you have any advice for potential customers?

It would useful to be very explicit about exactly what they want as a company and for that product and to communicate that very clearly. From there, The Gradient will be able to adjust to whatever information they get and whatever style of working. 

They are very flexible, but of course, they do need a lot of input so there needs to be someone dedicated to work with them and move things forward from the company’s side. In that case, I think The Gradient can work pretty well.

Introduce your business and what you do there.

I’m the CEO of a theft recovery mobile platform specifically for Apple devices.

What challenge were you trying to address with The Gradient?

We did a major pivot, moving from a B2C to a B2B offering. We wanted to hire a great design agency to help us with redoing the user dashboard to be much more geared to handling larger fleets of devices. It wasn’t very user friendly if you had more than a handful of devices.

What was the scope of their involvement?

The Gradient redesigned the UI dashboard for our platform. They also worked with us a bit later on with learning the marketing site as well. We bounced ideas around and did wireframes.

What is the team composition?

There were 2–3 people on the UX design team. There were a couple on the marketing site as well.

How did you come to work with The Gradient?

The Gradient was referred to us by a mutual contact. Since they have much deeper experience in the area, we felt their input was going to help us. There were some comparisons and other templates that they were able to refer to in terms of how to develop it.

They had a really good pedigree and felt like a good fit. When I was deciding on a company, I had an in-person meeting with them as well.

How much have you invested with them?

We spent $20,000–$24,000.

What is the status of this engagement?

We started working together in August 2019–March 2020.

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

We’re happy with the results, and our customers are much happier with the new dashboard. We feel a lot more confident to market the business now to the business customers that we want to chase in our new B2B focus.

How did The Gradient perform from a project management standpoint?

Project management was good. It was very fair and the team was always readily available. We used Slack, and their communication was good.

What did you find most impressive about them?

They were professional. I had one other experience with a vendor and the experience with The Gradient was much more positive.

Are there any areas they could improve?

It was a lot of money for us at the time but we felt it was worth the money.

Do you have any advice for potential customers?

The Gradient has great reference points if you’re trying to pivot in a certain direction which was really relevant for what we were doing. Their work spoke for itself, and they had a very good portfolio and track record. If you can get to them for an in-person meeting, I recommend it.

Introduce your business and what you do there.

We’re a London-based credit card business. We want to make the credit card experience simpler, and we’re doing that through an app.

What challenge were you trying to address with The Gradient?

We have a firm vision of what we want and what we want to achieve. They’re bringing a lot of our concepts to life

What was the scope of their involvement?

They’re helping us through innovation, UX, and creative. They create prototypes of what it might look like. The Gradient is a part of our team, and are working with us to deliver and design the platform.

What is the team composition?

We work with a few people.

How did you come to work with The Gradient?

One of our founders had a relationship with the founders of The Gradient. They’ve been with us since the beginning of our company, and we were their first client.

We started working with The Gradient’s founders and they started building a team around our needs. Since then, their agency has grown. They’re still doing the same quality, hard work from when they were a smaller team, to now the larger team they are today.

What is the status of this engagement?

We started working together in June 2016 and we’re still working together.

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

They’ve had a significant impact. They’re helping create our vision, and the interface our customers interact with. They are producing what our company sees, and that’s the most important aspect of our brand. It has been a five-star performance.

Their team works exceptionally hard. Their devotion is something that makes them stand out because they love what they do. Their designers are high caliber and are up to speed. I know that we’ll get the very best from their team.

How did The Gradient perform from a project management standpoint?

We have daily standups so we know exactly what everyone is doing. We communicate through Slack and Teams. It’s like they’re sitting at the desk next to me. We can even share screens. In today’s environment, where everyone is working from home, we’ve realized the impact that they make.

What did you find most impressive about them?

Their endless enthusiasm. They live and breathe our brand and it really shows through their work.

Are there any areas they could improve?

There’s nothing they can improve on. They just get it.

Do you have any advice for potential customers?

Give them some freedom. They’re not your typical agency, that needs to be locked down on what they must do. If you keep things open a bit, they’ll go further and exceed your expectations.

Introduce your business and what you do there.

I’m the co-founder and CTO of a startup that works with co-working spaces across the UK. We turn existing spaces into places for freelancers and remote workers to work.

What challenge were you trying to address with The Gradient?

We needed to define our customer experience journey through our UX. Our partner would ideally help us determine how our users would access our platform and revamp our current product offerings.

What was the scope of their involvement?

We needed a product team that could produce an MVP. First, we looked at how we could differentiate our product in a crowded marketplace. We locked down several attributes that made us unique. Next, their team helped us consider which software would be best to present our product. We’d never had an app, so they guided us through the app development process. Along with the UX design for the app, they redesign our web interface as well. 

What is the team composition?

We had about three people assigned to our account: a UI/UX designer, a product owner, and a business manager.

How did you come to work with The Gradient?

I was interviewing three different types of agencies. The Gradient is a more product-focused firm than others I was considering. Originally, I wanted a development team that could integrate into our operations. However, I’m not that experienced in design. I was recommended to The Gradient for that reason. After talking to them, I was impressed with how they matched up with our needs. It seemed like they could move our project forward while making our product unique. 

How much have you invested with them?

They’ve spent between $50,000–$100,000 on their services. 

What is the status of this engagement?

The project started in December 2019, and our engagement is ongoing.

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

They really picked up the outcomes from an initial branding exercise that our team went through, understanding our mission and direction. In the end, they came up with a unique solution to our problem. The app, dashboard, and management system solved our problem altogether. The level of detail they include in their work is out of this world. My co-founder and CEO was very impressed with what they were able to produce.   

It was evident throughout that they knew how to collaborate with all different types of businesses. Whether it’s a startup or a large-scale company, they’re able to work with clients. They’re organized, working effectively in sprints through our agile processes. I was consistently confident in what they were doing.  

How did The Gradient perform from a project management standpoint?

Our early meetings helped us cover the direction of the product and overall look and feel for the solution. We spent an entire week determining concepts and general project requirements. It was very helpful that have their team handle that with us. We’ve created an open communication channel through Slack and team sprint updates. That was well-structured, so issues could always be addressed quickly. I traveled to Ukraine several times as well to leverage our relationship.  

What did you find most impressive about them?

They feel like part of my team, showing flexibility and addressing my concerns as they came up. If something was missed, it was taken care of immediately. We didn’t have any issues in terms of scope either. That’s pretty rare.  

Are there any areas they could improve?

I can’t think of anything. They consider quality when estimating timelines, wanting to ensure that we’re happy with our deliverables. Their team understands the path required to achieve quality. 

Do you have any advice for potential customers?

Listen to their recommendations because they know what they’re talking about. I never had to explain myself much because they understood our business so well. The more you involve them in your internal processes, the more they can help you succeed.