Case Study - Scaling MVP into a Full Product
DIVACS is a platform dedicated to consolidating pre-sale, post-sale, and customer or vendor values into a unified and transparent system of record. The platform enables users to create and manage value drivers, compare analyses for similar products or services, and leverage AI for trend analysis across customers or vendors.
- Client
- DIVACS
- Year
- Service
- UI/UX Design, Branding, Marketing Design, Frontend Development
Overview
When I joined in May 2024, the core functionality was emerging – it was in the critical MVP phase. The goal was to quickly transform this functional core into a polished, user-friendly, and market-ready product with a distinct brand identity.
I was immediately drawn to their unique idea and the team's clear passion for value management – helping businesses truly understand and leverage their core relationships.
What I did
- Web App Design
- Design System
- Branding
- Marketing Design
- Frontend Development
Design Journey
As a lean startup (fewer than 5 team members), we needed a process built for speed and flexibility. Operating within a lean team of fewer than five members, I With a team of under 5 people, we didn’t have time for perfect processes—we had to be flexible. I had to move between roles quickly: designer, frontend collaborator, brand strategist, marketerr. This multifaceted involvement required adaptability and efficient time management to meet tight deadlines.
The Design Process
Audit & Foundation
I started by working closely with our small team of developers, QA engineers, and leadership to assess the state of the MVP. We identified key UI issues, layout inconsistencies, and friction points.
From there, we built a plan to ship quickly—not perfect, but production-ready.
Design System on Tailwind
Instead of starting from scratch, we used Tailwind UI as a base—saving huge amounts of time. I expanded the design system in Figma on top of Tailwind’s assets, customizing colors, spacing, and components to match our brand.
This became our source of truth for design, which we synced with the frontend codebase to ensure consistency.
Hands-On Frontend Implementation
In this lean team, I wore multiple hats. I worked directly in the codebase using Cursor (an AI dev tool), helping implement Tailwind blocks and clean up designs once the devs had added core logic and API integration.
Our flow was simple but powerful:
Devs implemented functionality →
I refined the UI using our design system →
We shipped it.
Not traditional, but it worked extremely well for us.
Website Design & Development
I designed the DIVACS marketing website in Figma, then built it in Framer—my first time using the tool. It turned out to be fast, intuitive, and exactly what we needed.
🎯 Visit the live site → www.divacs.com
The website now acts as our front door—clear, clean, and conversion-focused.
Branding & Marketing Assets
I also redesigned the DIVACS logo, created a full visual identity, and built:
- Pitch decks
- LinkedIn/social media graphics
- Blog graphics
- Promotional videos
Conclusion
DIVACS is now live, growing, and serving real customers—and I got to be part of it from MVP to market.
Working closely with the CEO and the small, dynamic team provided invaluable experience in the entire product journey – from refining an MVP under pressure, through focused development sprints, to launching a live product, building a brand, creating marketing materials, and ultimately, seeing clients actively using the platform. It was a powerful lesson in speed, adaptability, and achieving significant results with a lean, dedicated team.