L
Loom, brand v2
For the
next century.
The challenge
Most software in this category looks the same. We were asked to build something that read as a tool, not a marketing surface. Fast, legible, and designed for people who use it eight hours a day.
What we did
We started with the data, not the screens. Every view earned its place by reducing the number of clicks to a real answer.
Then we built a design system from scratch. Twelve primitives, not three hundred, so the team could keep shipping without us.
The shift
The result is a product that loads in under a second on tier-2 networks, and a team that hasn't needed to redesign it since.
Time to first trade
−42%
The single largest gain was up front. New users went from average four-minute first-trade time to under two-and-a-half.
Looking back
Eighteen months on, the product team owns the system completely. We're still on call quarterly for tone reviews and major new surfaces, but the day-to-day shipping is theirs. Which is how we measure a project that worked.
Have one of your own?