Overview
Xcalar is a Big Data startup in Silicon Valley that helps data scientists and engineers build large-scale applications using Python, SQL, and visual programming. At Xcalar, I led the design of the brand experience—including the website, identity system, marketing collateral, and product demos.
Challenge
The team needed a modern website and cohesive brand identity to attract customers and investors, while showcasing products, events, blogs, and team culture.
Outcome
A clean, informative, and visually engaging website, paired with a consistent identity across all digital and physical touchpoints.
Role
Lead UX, Web & Visual Designer (research, interaction design, visual design, branding).
Deliverables
Website (xcalar.com), brand guidelines, marketing & sales collateral, illustrations, graphics, icons, and videos.
Key Outcomes
• Delivered a website that was easy to navigate, informative, and aligned with user expectations.
• Established a cohesive brand identity across all customer touchpoints.
• Created product demos, videos, and collateral that supported sales and investor conversations.
The Challenge
• Xcalar needed a modern, cohesive presence to attract customers, investors, and talent.
• Existing materials were inconsistent and didn’t communicate the platform’s value clearly.
Research and Discovery
To guide the design, I conducted secondary research, competitive benchmarking, and stakeholder interviews. This helped define Xcalar’s story and how to translate it into a clear, approachable brand.
Market Research
Analyzed Big Data trends to identify standards, challenges, and opportunities for growth.
Competitive Analysis
Reviewed competitors like Snowflake, Databricks, Trifacta, BigQuery, Alteryx, and Knime to uncover strengths and weaknesses.
Personas
Created provisional personas including investors, data analysts, engineers, and database administrators to align the brand and site with real user needs.
Stakeholder Interviews
Collaborated with CEO, employees, and customers to understand brand story and vision.
Information Architecture
To establish a clear structure for the website, I created a site map that defined the overall flow and content architecture. This step ensured that navigation would be intuitive, consistent, and aligned with both user needs and the marketing team’s content strategy.
Value
• Identify content gaps early.
• Ensure the hierarchy supported both customers and investors.
• Provide a foundation for wireframes and page layouts.
Design Approach
The goal was to create a brand and website that felt professional yet approachable, positioning Xcalar as a modern leader in Big Data.
Key Contributions
• Built a scalable design system with typography, color, and iconography.
• Designed a clear, accessible website with structured navigation and easy-to-scan content.
• Developed visual consistency across marketing, sales, and investor materials.
Screen Library
Previous Website
When I joined Xcalar, the website was functional but lacked clarity and cohesion. The design relied heavily on stock imagery, dark visuals, and generic messaging that didn’t effectively communicate the company’s value or product offerings.
Key Issues Identified
• Overuse of abstract visuals and jargon, making the product hard to understand.
• Inconsistent layout and weak information hierarchy.
• Limited scalability for future content and product expansion.
• Lack of brand consistency across digital touchpoints.
• Ensure the hierarchy supported both customers and investors.
• Provide a foundation for wireframes and page layouts.
This baseline gave me the opportunity to rethink the site architecture, content strategy, and visual identity — ensuring the new website would be clear, professional, and scalable.
Brand Identity
To create a strong and consistent presence, I developed a brand identity system that reflected Xcalar’s innovative yet approachable personality.
Moodboards & Exploration
I began with inspirational moodboards and concept sketches to align the brand with modern tech aesthetics while ensuring accessibility and clarity.
Logo Refinement
The initial logo was created by one of the CEO’s friends. I refined the design, adjusted proportions, and introduced updated color variations to match the new brand palette.
Color Palette & Typography
I defined a fresh palette and typographic system that balanced professionalism with simplicity, ensuring consistency across web, print, and digital collateral.
Guidelines & Implementation
Delivered a set of brand guidelines covering logo usage, colors, typography, and visual rules to ensure a cohesive identity across all touchpoints.
Icon and Illustration Library
I created all icons and illustrations in Adobe Illustrator, building a consistent visual system with clear rules for line weight, color, and style. This library unified the website and marketing materials, giving the brand a modern and approachable look while ensuring consistency across all touchpoints.
Marketing and Collateral
Deliverables
• Extended the identity into investor decks, product demos, videos, and marketing collateral.
• Designed icons, illustrations, and graphics to simplify complex technical concepts.
• Ensured brand consistency across digital + physical channels.
