Client: Rule
Industry: Marketing Automation SaaS (Software as a Service)
Services Provided: Design Team Extension, Web App Redesign, Website Revamp
Team Size: 3 Designers

The challenge: a growing company in need of a design overhaul

Rule is an innovative SaaS company that’s been making waves with its marketing automation tools. But as they grew, their digital presence—both the web app and the website—started to feel outdated. It wasn’t just about aesthetics; they needed a consistent design system that could scale with them and improve the user experience across the board. That’s where we came in.

Rule needed more than just a few tweaks—they were looking for a partner who could dive in, understand their brand, and help them elevate everything from the ground up. We knew this wasn’t going to be a quick fix; it was about building something that would last and grow with them.

Our journey together: from design chaos to cohesion

1. Building a unified design system

We started by creating a design system that would serve as the backbone for all of Rule’s digital products. Think of it as a playbook that keeps everyone—designers, developers, and even marketers—on the same page.

• Component libraries: We developed a set of reusable components. These are like building blocks that can be used across different parts of the app and website, ensuring everything looks and feels consistent.

• Detailed guidelines: We didn’t stop at just making components. We documented everything—color schemes, typography, spacing rules—so that anyone on Rule’s team could pick it up and run with it.

This wasn’t just about making things look pretty; it was about creating a system that could evolve as Rule did.

2. Redesigning the web application

The web app is at the heart of Rule’s offering. It’s where their customers spend the most time, so it needed to be functional but delightful to use.

• Understanding users: We kicked things off with some deep user research. We talked to Rule’s users, dug into analytics, and identified where they were getting stuck or frustrated. One key insight? The onboarding process needed simplification.

• Fresh, modern UI: With these insights in hand, we redesigned the interface. The new look is clean, modern, and intuitive. Navigation is smoother, and users can now get things done faster, without the hassle.

• Testing with prototypes: Before anything went live, we tested our designs with real users through interactive prototypes. This allowed us to fine-tune things based on feedback and ensure we were hitting the mark.

3. Revamping the website

Next up was the website. This is Rule’s digital front door, and it needed to make a great first impression.

• Consistency is key: We brought the website in line with the new design system. Now, whether users are on the web app or browsing the site, they’re getting the same cohesive experience.

• Mobile-first design: With so many users accessing the site from their phones, we made sure the design was fully responsive. It looks great and works smoothly, no matter what device you’re on.

• Engagement-driven: We focused on making the website a place that draws users in and gets them excited about what Rule has to offer. Clear calls-to-action and engaging visuals were key here.

The impact: seeing the results

Real results

• Brand consistency: The design system has done wonders for Rule’s brand. Everything now feels unified, whether you’re using the app, browsing the website, or seeing their marketing materials.

• Happier users: After launching the new web app, user engagement went up by 30%. People are spending more time on the platform and finding it easier to use. Companies do 40% more sendouts since redesign.

• Better conversions: The new website isn’t just pretty—it’s effective. Conversions have increased by 20%, thanks to clearer navigation and a more engaging design.

Apollo Studio works closely with our time frames and adjusts delivery and research for each project depending on the needs. For quick solutions they deliver above and beyond and for complex research they always come up with several solutions to discuss.

— Stan Izotov CTO, Rule

Making collaboration easy

Working as an extension of Rule’s team, we knew it was important to make collaboration as smooth as possible.

• Handoff with Ease: We set up a clear handoff process using Figma, so the transition from design to development was seamless. Developers got everything they needed with zero fuss.

• Ongoing Feedback: We kept communication open with regular check-ins, making sure we were always aligned with Rule’s evolving needs and priorities.

  
  

Looking forward: the partnership continues

Our work with Rule isn’t done—it’s ongoing. We’re in it for the long haul, helping them stay ahead of the curve.

• Evolving design system: As Rule grows and adds new features, we’re right there, updating the design system to keep everything current.

• Designing for new features: When Rule comes up with new ideas, we’re ready to design them into reality, ensuring they fit seamlessly into the existing ecosystem.

• Proactive monitoring: We don’t wait for problems to arise. By keeping an eye on how users interact with Rule’s products, we can spot opportunities for improvement and act on them quickly.

The work we’ve done together has set a solid foundation, but we’re not stopping here. With every new project and every new idea, we’re committed to making sure Rule stays at the forefront of the SaaS industry. The future is bright, and we’re excited to keep building it together.