CASE STUDY
Outfit7
How we helped Outfit7 unify their internal dashboard experience.
(01) INTRODUCTION
When internal tools become a bottleneck, even the most innovative teams feel the slowdown. Outfit7, best known for the 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.
We redesigned this dashboard from the ground up. Over six 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.
(02) THE CLIENT
About Outfit7
Outfit7 is a global entertainment company that created the 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 support, asset management, marketing and beyond, but lacked the structure and usability needed to support modern workflows.
(03) CHALLENGES
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.
(04) DISCOVERY
Discovery
- Interviews with product managers, QA, support and marketing.
- An audit of the three primary dashboards used across the company.
- Interface analysis identifying more than a dozen UX issues, including missing affordances, lack of structure and inconsistent flows.
- A prioritisation workshop to scope the redesign around scalability, consistency and user satisfaction.
We mapped the existing workflows and found the gaps in visual hierarchy, user expectations and component reuse.
(05) THE STRATEGIC UX SHIFT
The strategic UX shift
- Content separation. A persistent left-hand nav with dynamic right-pane content, for clarity and modular expansion.
- Column grid system. Depending on the task, layouts scale from one to three columns.
- Streamlined flows. Complex actions like automation setup or bulk uploads were redesigned as step-by-step flows.
Flexible building blocks
Each screen is made of reusable data modules, tables, charts and inputs, so the same pattern turns up in the same place every time.
Streamlined flows
Creating and adding new elements to the system, an A/B test or a new device, used to be one long form. We broke those multi-step processes into smaller, manageable tasks.
Data visualisation
Dashboards are built from bento-style cards, one per data type, so each is legible on its own and the layout can be customised per use case.
Interactive table rows
Rows were designed as actionable components, so a user can rename, share or expand an entry in place. Heavy datasets stay scannable.
This simplified the complexity without cutting the functionality.
(06) THE VISUAL LANGUAGE
The visual language
- Visual foundation. A modernised layout with clear spacing, fewer borders, and hierarchy carried by typography and colour rather than boxes.
- Brand alignment. Colours and typography that reference Outfit7's identity while keeping the interface neutral and focused.
Component library
A fully documented atomic design system in Figma: buttons, dropdowns, tables and modals, with guidelines on how to implement and modify each one.
The system lets internal teams extend the product without reinventing the interface each time.
(07) MESSAGING AND MICROCOPY
Messaging and microcopy
- Action-driven language. Clear labels like Resolve Ticket and Upload Asset, in place of a generic Submit.
- Inline guidance. Descriptive helper text and empty states, so a new user understands a screen at a glance.
- Human tone. Microcopy rewritten to be helpful and context-aware.
Copy was treated as a core part of the interface, not an afterthought.
(08) HANDOVER AND BUILD
Handover and build
- Figma delivery. Every screen annotated with component names, interaction notes and behaviour specs.
- Design tokens. Shared with the developers, so colour, spacing and typography stay consistent in the build.
- Proactive QA. Frequent async reviews with the dev team, catching edge cases early.
That collaboration is why the finished build matches the thing that was approved, visually and functionally.
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.
(09) RESULTS
What changed
- 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. The clarity is built in.
(10) YOUR TURN
Do you want a dashboard like this?
If you’re thinking about building something similar, let’s talk. Tell us what you have in mind and we’ll help you figure out the best approach.
Not ready to reach out yet? No problem. You can start with a free audit and see what we find.