Mini Case Studies
This are brief summaries of my recent experiences at Oculid & Tobii (merged in 2023).
To comply with my NDAs, I have omitted confidential information (and a lot of images 🥹)
Get more details about each project upon request!
Case study 1
Oculid
Oculid was a 12 people startup founded in 2018 by 3 “Human Factors” CEOs in Berlin.
What is Oculid?
A platform tool for remote market and user experience research, used to analyze visual attention and interactions of digital products on mobile.
Products
Website:
To showcase products and help users with guides.
SaaS Platform:
For UX and Market researchers to create remote eye tracking studies.
Mobile Apps
For test participants to run the eye tracking studies remotely.
When I joined Oculid, all products were in the MVP stage 🐣
My Team
Me, 2 Data Scientists, a Product Owner, a UX Researcher, a Front-end–, a Back-end–, a iOS–, & a Android developer.
My Services
Design strategy, UX research, UI design, visual design & web design.
Problems
This were the key problems when I joined Oculid:
- Churn: occurring at multiple points in the user journey.
- Feature gap: Missing essential features like a sign-up and advanced data visualizations.
- Low data quality rate: Due to the participants behaviour.
- Inconsistent Design: Different products lacked unity and cohesion.
- Basic Design System: Incomplete and with improbable sections.
UX Research:
Previous research showed clear problems but not their cause. I conducted this methodologies to dig deeper in the root of the problems:
- Heuristic analysis: I tested the web app and apps documenting places for improvement.
- User journey mapping: I mapped problematic user journeys noting pain points.
- Usability tests: I ran different usability testing sessions to test assumptions.
- User interviews: I always ran interviews after usability tests to better understand the participant’s experience.
- Persona profiles: I progressively developed persona profiles to consolidate the information gathered about our users.
Solutions
UX researcher helped understanding those “WHYs”, and also uncover new usability issues and bugs. This is how I tackled the ones I previously talked about:
- Churn:
- Fix User journeys: I redesigned emails and created landing pages and new screens to fix user journey problems.
- Onboarding: I introduced onboarding strategies with clear instructions to better guide our users.
- System Status Visibility: Improved system status visibility with timely, interactive feedback elements.
- Help & Documentation: I updated the website’s help center enhancing structure and adding help articles,
- UX Writing: I established consistent UX writing introducing wording conventions and clarity simplifying micro-copy across all products.
- Building Trust: I addressed the lack of trust in the apps by emphasising privacy features upfront and reorganising structure and permission flows.
- Essential Features:
- Sign-Up Flow: I designed a sign-up flow from scratch to automate account creation and gather user data.
- Emails: I redesigned and recoded all emails for clarity and emphasis on key information.
- Dashboard Sections: I designed data analytics sections like AOIs (Areas Of Interest) visualisations.
- Design System enhancement:
- Expansion: Expanded and reorganized the design system, adding important sections and components.
- Custom Icons & Illustrations: Created icons and illustrations to unify the visual style across products and better support instructions.
- Accessibility & Consistency: Applied accessibility principles and a minimalist design to reduce cognitive load and enhance clarity.
- Major Website Redesign:
- I reorganized the website’s information architecture and incorporated storytelling techniques to better showcase and explain the Oculid products.

Impact
- Reduced Drop-Off Rates: Clearer onboarding and instructions in the mobile apps improved participant behaviour and proved to be effective in reducing participant’s drop-off rates by 35% during usability tests.
- Increased data quality rates: Clearer onboarding and instructions in the mobile apps resulted in better participant behaviour during remote tests, increasing the number of participants that delivered high quality data by 20%.
- Resolved Usability Issues: Of the 120 usability issues identified through usability tests in the Oculid platform, over 65% were successfully resolved, increasing the user experience in the web platform enormously.
- Company Acquisition: The refreshened visual design and ease of use of the Oculid products were cited as a key factors in its successful acquisition by Tobii, the global market leader in eye-tracking technologies.
- Career Advancement: My contributions to Oculid’s success led to a promotion offer during the Tobii acquisition, which surprised me because I didn’t ask for it, but made me really happy because it validated my work, showing the trust and recognition from my team.

After Oculid’s acquisition in 2023, I started working for Tobii remotely. I led UX initiatives to develop various AI-powered SaaS solutions that leverage eye tracking to help companies analyse user behaviour, attention and intent on mobile devices, but also on desktop and different location settings.
Case study 2
Tobii UX Explore
Tobii UX Explore was the continuation of Oculid under Tobii. As the only designer for Tobii UX Explore, I was instrumental in transitioning all designs to Tobii and later adapt and help scaling the product while meeting Tobii’s standards for design quality and usability.
I collaborated with 3 designers to gather the requirements and materials that were needed for the transition. I adopted Tobii’s Design System to redesign and advance all Oculid products, while taking the chance to solve old-known usability issues.
Case study 3
Sticky
Sticky is a tool or Market Researchers to create and conduct remote eye-tracking and attention-emotion studies on desktop and mobile devices.
I was assigned to redesign the AOI editor and introduce the new “Dynamic AOIs” feature.
AOI stands for “Areas of Interest”, and are one of the most powerful metrics in Eye-tracking studies. Researchers can define areas on an image or a video to measure the attention they receive by the users with many different metrics.
I redesigned the AOI Editor screen, together with the new “Dynamic AOIs” feature. This feature leveraged a new “object tracker” AI model, enabling AOIs to move dynamically with objects in videos, wich was a great advancement for the customers, because they had to draw the AOIs in videos in frames one by one before, since there were only static AOIs.
Designing this feature presented many challenges due to technical constraints with the AI model. I collaborated closely with a data scientist and front-end developer from Tobii to understand the complexities and limitations of the model, and deliver the best possible solution.
In the end, the result was very well-received by both, my team and the customers.
Glasses Explore
This is the latest tool developed by Tobii for conducting remote eye tracking and behavioural research studies for digital products and different settings.
I wasn’t an integral part of this team, but I helped with the development of the product by analysing the tool and providing expert feedback.

Conclusions
Transitioning from a small 12-person start-up to a 600-person company was a significant leap. Initially, I felt a bit overwhelmed by the number of meetings, but over time, I came to enjoy collaborating with plenty of senior designers, developers, product managers, insights, and CX teams. Meeting so many talented professionals and advancing our Oculid babies further was a rewarding experience!
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