Design Audit & Strategy Roadmap

Are You Facing Some of These Challenges?

  • Low user engagement with a SAAS analytics product, internal analytics service, custom data product, or other decision support tool?
  • Customers or business stakeholders struggle to perceive the value, despite significant data science, engineering, and overall technical investment?
  • You don't feel confident in the experience your users are or will have with your data or analytics product?
  • Complaints about usability and simplicity?
  • Sales or customer adoption of your data service is difficult (the intrinsic value is not seen/felt?)
  • Customer churn is becoming a problem for your SAAS?
  • Your UI doesn't look good, or feels awkward, and you know it could be better?
  • You need to hire analytics translators to ensure your data science efforts show ROI to the business?

If your entire team is not aligned around why you are designing or redesigning your product/service, how it will be measured, and what types of activities are required to get there, how will you arrive quickly at a successful design that supports your user and business objectives? Whether you’re embarking on a new design project, or your current design feels wrong, looks bad, or is hard to use, you need to know what’s wrong with a design before you can fix it. Simply adding polish or doing another redesign without a strategy won’t fix UX issues that can end up impacting the business results you seek.

What If You Could

  • Learn to identify what’s wrong with your service or a section/feature within it, and how to objectively identify when you’ve reached a better version of the design for your customers and business?
  • Understand how to direct your design resources/team to deliver a solution to you that makes sense for your customers, your business, and you?
  • Rapidly get a fresh, expert, outside opinion on why your design is underperforming, and what you should do about it, stated in clear language any non-designer can understand?
  • Reduce the number of revision cycles you have to go through before your design team “gets it”?
  • Save time by learning how to validate designs along the way, before you’ve fully committed to them?
  • Save money by not embarking on the wrong engineering work that adds technical debt, locks you into a path that’s costly to change, and slows down your future velocity?
  • Begin to mentally picture what the “North Star” version of your design might look like, and how it might wow your customers?
  • Understand how to address the UX design issues that ultimately determine the business success you will realize from your UI, dashboards, and data visualizations?

The Design Audit & Strategy Roadmap is the Solution

Whether you’re embarking on a new design project, or your current design feels wrong, looks bad, or is hard to use, you need to know what the objective of the design is before you can make it effective. Simply adding polish or doing another redesign without a strategy won’t fix UX issues that can end up preventing the business results you seek.

“There is nothing so useless as doing efficiently that which should not be done at all.”—Peter Drucker

In about one week, you can walk away with a list of recommendations on what types of design changes you should make to help you achieve the results you are looking from. From cosmetic to strategic, your design choices are only successful if they are properly aligned to your customer/user goals and your business objectives.  When it comes time to execute against this strategy, you'll be able to express exactly what types of design improvements you need executed, and you–along with your design team or vendors–will know how to objectively measure those improvements. If you follow the strategy provided, your user experience, business outcomes, and customer satisfaction will increase, and you'll feel more confident that your product/service is on the right track.

What Do You Get in This Plan?

  • A 1-page design brief, describing the objectives and desired outcomes for your solution. The brief is an executive-style summary of your business objectives, user goals, and success metrics written in technology-free language that will facilitate alignment between business, data, product, and engineering teams. This is typically crafted during the kickoff phone call, which is usually ~2 hours, and provides a critical foundation for the next two phases outlined below.
  • A narrated video + summary audit of your current design with improvement recommendations. The audit can be conducted against any design artifact of any fidelity (i.e. dashboards, visualizations, wireframe, prototype, working software, MVP, POC, etc.). The audit will include a mix of areas of concern you have previously identified to me, as well as the suspicious areas of concern I see that you may need to address. There may be more than one video delivered, depending on the users and devices involved.
  • A prioritized strategy roadmap of design activities, needs, or gaps that I believe need to be addressed to satisfy the established objectives. These could be feature gaps, data/information gaps, recommendations for more formal usability evaluation, research recommendations, etc. I will establish the priority based on our kickoff call, and my opinion about which roadmap items may have the most impact on your business results. (See the fine print regarding very large, enterprise-scale applications).
  • Findings call: After delivering the video audit to you via email, we will have a closing call where I present my findings, the roadmap, and summary of the video audit. You'll also have a chance to ask any questions at this time.
  • (1) Week of retainer access: Following our Findings Call, you will also have access to me via email or phone for (1) week to ask me any questions about the audit, recommendations or roadmap I provided.

How Long Does It Take and How Should You Prepare?

  • It takes about 1 week to complete the major steps (kickoff call, your walkthrough demo for me, conducting my audit and drafting recommendations, and preparing your strategy roadmap for the findings call).
  • The first kickoff call will probably take ~ 2 hours.
  • The second call (sometimes combinable with the first) is your time to demo your product/service to me, and show me your concerns. This usually takes 1-2 hours, depending on the complexity of your service.
  • Your should have a list of your design concerns, your business objectives, your top use cases for the audit, and your key stakeholders ready for our calls.
  • Please get a login/password ready for me to use to access your service, prototype, website, etc.

Price and 100% Money-Back Guarantee

The price for this package is $7,999, and it comes with a 100% money-back guarantee: if you aren’t happy at the end of the engagement, and I can’t make it right, I will refund the difference, with no questions asked.

Topics/Areas I Will Advise On Include:

  • Product/Service strategy
  • Aligning the design to the desired business outcomes
  • User experience (UX)
  • User interface design, visual design, data visualization
  • Interaction design and other device considerations (mobile, tablet, if relevant)
  • Usability / utility analysis
  • Workflows, use case analysis, and scenario-driven design
  • Service design: how the product/service needs to work within the overall organization, backoffice, employees, stakeholders, etc.

Fine Print

  • Payment is due up front, in full. I accept credit cards (see below), bank wire or checks.
  • This plan is subject to the terms and conditions of my consulting services.  You will receive a 1-page, simple SOW to sign.
  • You can record our phone calls without asking me first
  • This plan does not include me redesigning or designing your product/service. It is advisory in nature, however we can discuss how I might be able to help you implement the strategy.
  • For very large enterprise-scale applications, I will only audit the most important parts of the application or service, with your guidance, as opposed to every screen/feature of the software. We will work together to establish which area(s) deserve focus for the audit and strategy roadmap. Contact me below if you have questions about this.


Just email me at

I can’t recommend Brian enough…

When Brian came on board, he helped us significantly accelerate our design efforts and meet our major enterprise clients’ expectations and deadlines. We have gotten a lot of mileage out of his work, and we've received good responses from our customers. I can’t recommend him enough.

Alex BeletskyAlex Beletsky
COO and Co-Founder

So much higher than what most designers can provide…

When you’re bringing on a consultant, there is always a level of uncertainty about results, and there’s nothing worse than ending up with solutions that aren’t feasible, workable, or usable at the end of the process. While Brian’s processes differed from what I was used to, and I didn’t always want to get into the level of requirements detail that he felt was necessary, the bottom line is that Brian brings a very high floor in terms of end results. Given how many different responsibilities I am juggling at any given time, it was extremely comforting to know that my goals for the [new Apptopia analytics] product would always be met, and that my bottom line was so high. I’ve recommended Brian to my peers because the worst possible end result they will get from him is so much higher than what most designers can provide at their best.

Jonathan KayJonathan Kay
COO, Apptopia

Buy Now / Next Steps

  • This plan can be purchased online with a credit card or bank transfer below.
  • I will email you a 1-page SOW to sign that refers to this page, upon receipt of your payment.
  • If you prefer to pay via check, please email me.