Case Study

Outfit7

How Conversion Design helped Outfit7 unify their internal dashboard experience

Introduction

When internal tools become a bottleneck, even the most innovative teams feel the slowdown. Outfit7 — best known for the wildly popular Talking Tom franchise — relied on an internal dashboard to manage everything from customer support to game assets. But with years of quick fixes and feature creep, the tool became fragmented, visually inconsistent, and difficult to scale.

Conversion Design partnered with Outfit7 to redesign this dashboard from the ground up. Over the course of 6+ months, we turned a disjointed experience into a unified platform that supports multiple departments — including marketing, support, and asset management — with scalable, reusable patterns and a clear, modern design system.

This case study outlines how we streamlined workflows, improved clarity, and set the foundation for future growth.

Industry
Gaming
Date
2023-2025
Duration
6+ months
Responsibilities
Design System
UI/UX Prototypes
User Testing
Team

About Outfit7

Outfit7 is a global entertainment company that created the beloved Talking Tom & Friends franchise. Their apps have amassed billions of downloads, and their teams span multiple continents. To support operations at this scale, internal tools like dashboards are mission-critical.

The dashboard in focus was used by multiple departments — support, asset management, marketing, and beyond — but lacked the structure and usability needed to support modern workflows.

Challenges

Inconsistent layouts

Teams had independently styled screens with different patterns, leading to a fragmented user experience.

Non-scalable architecture

New features were tacked on without a modular structure, resulting in visual and functional debt.

Cognitive overload

Users were overwhelmed with dense data, unclear hierarchy, and unstructured screens.

Workflow inefficiencies

Frequent tasks like asset uploads or ticket responses were time-consuming and error-prone.

Discovery Phase

Our discovery process included:

  • Interviews with product managers, QA, support, and marketing.
  • Audit of three primary dashboards used across the company.
  • Interface analysis identifying 12+ UX issues such as missing affordances, lack of structure, and inconsistent flows.
  • Prioritization workshop to scope the redesign around scalability, consistency, and improved user satisfaction.

We mapped existing workflows and identified gaps in visual hierarchy, user expectations, and component reuse.

The Strategic UX Shift

  • Content separation: Persistent left-hand nav with dynamic right-pane content enabled clarity and modular expansion.
  • Column grid system: Depending on the task, layouts scaled from one to three columns for optimal space and flow.
  • Streamlined flows: Complex actions like automation setup or bulk uploads were redesigned as step-by-step flows.

This approach simplified complexity without sacrificing functionality.

Flexible building blocks

Each screen was made up of reusable data modules (e.g. tables, charts, inputs) to ensure consistency.

Streamlined flows

To address the challenge of structuring flows for creating and adding new elements to the system, such as AB tests or new devices, we focused on breaking down complex multi-step processes smaller more manageable tasks.

Data visualization

Dashboards were modularly designed using bento-style cards to encapsulate each data type, ensuring visual clarity and high adaptability. Customizable layouts offered maximum flexibility and usability across different use cases.

Interactive table rows

Rows were designed as actionable components, enabling users to rename, share, or expand entries. This ensured heavy datasets remained scannable, interactive, and user-friendly.

The Visual Language Redesign

  • Visual foundation: Modernized layout with clear spacing, fewer borders, and emphasized hierarchy through typography and color.
  • Brand alignment: Colors and typography that subtly referenced Outfit7’s identity while keeping the UI neutral and focused.

This system allowed internal teams to scale and extend the product without reinventing the UI each time.

Component Library

Fully documented atomic design system in Figma, including buttons, dropdowns, tables, and modals.

Dev Handoff & Implementation

  • Figma delivery: All screens annotated with component names, interaction notes, and behavior specs.
  • Design tokens: Shared with devs to ensure consistency in colors, spacing, and typography.
  • Proactive QA: Frequent async reviews with the dev team caught edge cases early.

This close collaboration ensured that the final build matched the vision — both visually and functionally.

Janze Racecic
Lead UX Designer @ Outfit7

"In my work with Conversion Design, I learned a lot about various dashboards, internal tools, and the importance of experimentation. Each session blended theory and hands-on learning, allowing me to test and implement strategies, then refine my approach after each review. Their feedback was effective, clear, detailed, and prompt. I really enjoyed working with Conversion Design."

Results

  • Users described the redesign as "modern", "intuitive", and "finally consistent."
  • Department heads reported reduced onboarding time and faster task completion.
  • Teams no longer needed to "re-explain" how the dashboard works — clarity was now built-in.

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