early‑stage SaaS startup AI 3D rendering
-
Lead/founding designer
-
Start: Oct 2023
End: Jan 2025 -
early‑stage SaaS startup that helps architects generate high‑quality 3D renderings in minutes using BIM, AI, and CAD technologies.
The core team was 5 people.
-
Creating a cohesive brand and design system to support both the marketing site and the core web application as the product and team grew.
The challenge
The startup needed a recognizable, scalable visual identity and a product design system that could keep up with a rapidly evolving 3D visualization platform. The key challenge was to communicate trust and innovation to a niche audience of architects while keeping the interface approachable and easy to learn.
Key goals:
Develop a cohesive brand that clearly differentiated the platform in the 3D visualization and cloud‑rendering space.
Build a reusable design system that accelerated feature development and kept the experience consistent across product and marketing.
Design an interface that felt friendly yet professional and visually neutral, acknowledging that the audience is mostly technical and predominantly male while remaining inclusive.
Users and needs
Primary users
Architects, interior designers, and visualisation specialists who need high‑quality 3D renders without spending hours manually setting them up.
Key needs
Turn BIM/CAD models into realistic renders in minutes rather than hours.
Keep control over cameras, materials, and lighting without dealing with complex 3D software.
Trust that the tool will handle heavy scenes reliably and fit into their existing workflow.
Strategy and Approach
Platform
Built around existing BIM/CAD workflows to minimise friction when importing models and exporting images.
Model
Modelled core entities such as projects, scenes, cameras, materials, and render outputs so they could be reused across sessions and features. Designed the system to support a growing material library and future asset types from the start.
Design
Created a reusable design system (color, type, spacing, components) shared between marketing site and app. Focused the product UI on a single, clear workspace with panels for hierarchy, materials, and preview, keeping advanced controls accessible but not overwhelming.
The process
Brand DevelopmentDiscover
Ran a workshop with the founders to clarify what the product should do, who it was for, and how it should feel.
Reviewed competitor tools to see how they handled rendering workflows and where they fell short.
Interviewed architects and engineers and asked questions about the software ecosystem they used in their work.
Design SystemDesign
Defined the core user flows (importing models, managing materials, rendering views) and used these to scope the MVP.
I designed the first version of the product around these flows so the team could build and release something testable quickly.
I set up a basic design system in Figma so new screens and components would stay consistent.
Material Library, Design ComponentDeliver & Iterate
I created and launched the first marketing site to explain the product and collect early interest.
I worked with developers as they implemented the MVP, adjusting designs where needed so they were buildable.
Once the MVP was live, we gathered feedback from users and the team and updated key flows and components.
Results
I helped the team go from an idea to a usable MVP with a clear visual language and a simple design system they could extend. This made it easier to add new features without redesigning the interface each time.
Because we couldn’t test much before the MVP existed, I had to make a few strong bets in the first version and then be ready to change them once real users tried the product. Working on a specialist tool also reinforced how important it is to keep the main workflows straightforward, even when the underlying technology is complex.