Case Study — KELLY TOKAS ©

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Eskimoz

Web App

I led the design of Eskimoz, a digital growth platform aimed at helping brands strengthen their visibility and performance across SEO, paid media, and content channels.

Problem

When I joined Eskimoz as Head of Design in 2024, I was tasked with building a unified operating system for our consultants from scratch. At the time, we were facing a massive problem: our consultants were avoiding our platform and relying on competitor tools to get their jobs done. This 15% leak rate was effectively costing the company $1.1M in lost revenue that year. Working alongside a tight-knit team of engineers, product managers, and data analysts, my goal was to design a brand-new web app and a 0-to-1 design system that our team actually wanted to use.

The original Eskimoz app interface

Research

Before designing anything, I dug into exactly what was driving our consultants away across France, Germany, Italy, and the UK. What I heard was pretty consistent: they were completely overwhelmed by an outdated, overloaded interface and felt exhausted acting as human data integrators manually syncing spreadsheets all day. On top of that, there was a ton of underlying anxiety around accurately capturing their billable hours. Because they needed to prove their campaign success to earn their monthly performance bonuses, the lack of transparency in the old system was just causing them stress and burnout.

By utilising clear colour-coding across pie charts and stacked column graphs, marketing consultants can effortlessly analyse their conversions per channel and path types

The Notorious tool includes comprehensive metric tracking that evaluates both current performance and the competitive gap. The custom progress bar and detailed comparison tables provide clear indicators of a user's performance against their competitors across all key metrics

Challenges

The biggest hurdle we faced was figuring out how to replace a deeply fragmented set of third-party tools with one single source of truth, without completely stalling our engineering timeline. We were pivoting to a completely new architecture, which meant we had to dedicate crucial early weeks just to building out a foundational UI library. On top of that, we had to figure out how to eliminate the cognitive overload our users were experiencing without stripping away the complex data and capabilities they actually needed to build client strategies.

The view provides a detailed breakdown of ranking trends over time, allowing users to compare their metrics against top competitors through an interactive line chart and historical data cards

Meanwhile, the strategy overview modal allows marketers to review their sales strategy distribution and preview metric weightings before applying using Shoppyz tool

Key Solutions

To solve this, my team and I spent three months building a robust design system from scratch. With that scalable foundation in place, I restructured the entire information architecture to clearly separate the client and consultant workspaces. To directly address the anxieties we uncovered in our research, I designed an automated timer feature that automatically tracks work hours in the background. We also introduced a transparent performance and health score interface, ensuring consultants never had to guess where they stood with their metrics or performance bonuses.

A detailed view using Scribe, an SEO tool within the app that evaluates and displays the content's overall optimisation level

A dedicated view enables managers to monitor team capacity and track granular time entries, including workspaces and billable status. Additionally, a separate dedicated view allows consultants to track their individual progress and seamlessly submit weekly timesheets for approval

Impact

The new design was a huge success, reaching a 92% adoption rate that nearly tripled in the first quarter. We cut daily reporting time from 60 minutes to just 10, helping to secure over 15,000 billable hours. Thanks to these results, the project won two Gold awards for Best Platform Optimisation and the AI Digital Acquisition award at the Cas d'Or.