Your data, together


Product design · Design system · Webdesign


Analytics · Big data


$3.2 billion (acquisition)

Project overview

Nowadays, as every business is digital (to some extent), customer data is far from being a niche, marketing trend. It's no longer a tool for an exclusive group of specialists. With so many moving parts, running a company without extensive analytics is impossible. Well, not impossible, but fruitless.

But what good is data if mismanaged? To bring value to the table, it has to be well collected, cleaned and controlled. Thankfully, there's Segment with the 25,000+ businesses using it to solve these problems.

In 2019, the Y Combinator born unicorn asked us to refresh their design language. Since then, we've been in a close partnership, working with the product and marketing teams to help them solve the most challenging problems. But let's start from day one.

It was fun to break from our routine of building MVPs with early-stage startups to blend into a team of executives. Spoiler: we did just as good.

Damian — Head of Design


Sooner or later, every product-oriented team discovers Segment. Most likely, they come across its website to get a demo or give it a try, for free. Our goal was to improve their first impression.

From the traffic-heavy homepage to precisely targeted landing pages, we redefined Segment's visual layer. All the sections are consistently eye pleasing and reusable, meaning it's fast and easy to ideate and build new pages. And to shake things up, we animated the illustrations that explain the key concepts.

Design System

The next major step was the redesign of Evergreen — Segment's design system. At that point in time, it was already a mature React UI framework. Our goal was to give it a new look and expand the component library.

Don't fall in love with the first rectangles you draw! Before we settled on the visual direction, we made sure everyone's happy with it. It's their design system — it's them who should be excited about it.

Weronika — Product Designer

Since Evergreen is near fully open-source, we prepared a documentation of the design system. Every style, component or pattern has an in-depth description of usage, behavior and good practices. And the code snippets with defined properties make it the developers' favorite.

How did it feel to launch Evergreen? It was like standing at the top of the world, sipping whiskey with Don Draper. Minus the sexist parts.

Karol — Product Designer

Product Design

Last but not least, we took that very design system to update the product. In some cases, we refreshed the look and optimized the user experience based on the customer feedback. But in others, we tackled the problem from the ground up to simplify the over-engineered. Like the onboarding process.

Segment is complicated, but it shouldn't feel that way. Its users come from diverse backgrounds and some may not be as digital fluent as the others. We made sure everybody has a fair start.

Media about Segment

Twilio is paying $3.2 billion to acquire Segment. […] This is an all-stock deal — specifically “in Twilio Class A common stock, on a fully diluted and cash free, debt free basis” and it is expected to close in Q4 2020.

Chili Piper ↗

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