Uploadcare is a scalable API-first file infrastructure layer with visual tools for teams across dev, no-code and product.

Company
Uploadcare, US

Segment
SaaS File Infrastructure No-code

Year
2018—2024

Role
Founding Product Designer

Expertise
Branding
Strategy
Design System
Developer Handoff
UX/UI

Research methods
Community analysis
Stakeholder interviews
Userflow mapping
Heuristic evaluation
Usability testing
Competitor audit
Prototyping
Design feedback loops

Ideation
Workshops
HMW framing
User journeys
User flows
Sketching
Async reviews

Project overview
Uploadcare is a developer-first platform that offers complete file infrastructure that spans uploading and storage to optimisation and delivery. As the company expanded into no-code and SMB markets, it needed a UI that matched its powerful backend. I led the UX and branding redesign of both the widget and the dashboard to improve clarity, usability and visual consistency across the product.

Challenge
Joining as the founding product designer, I built a cohesive product and brand experience from the ground up. The interface was fragmented, the UX lacked clarity and non-technical users struggled to onboard. My goal was to create a unified design system and intuitive UI that simplified file workflows while keeping the experience scalable and developer-friendly.

Branding
I designed a neutral, scalable visual language that worked seamlessly across dev tools, dashboards and marketing, all without being intrusive. The system included a refined logo, flexible colour palette, clear type hierarchy, and consistent micro-brand elements that was used across UI, pitch decks, and internal docs.

Problem Definition & Results
While Uploadcare had a powerful API, the UI was patchy and confusing, especially for non-technical users. Lack of hierarchy, unclear feedback and bloated flows slowed down onboarding.

User Insights

Too many options = overload
Switching sources felt disorienting
Missing visual feedback on selection

Business Goals

Make UI clear for no-code users
Guide onboarding visually
Expand beyond devs, keep power

Market Gap

Relied heavily on documentation
Lacked visual onboarding
Offered rigid or code-only widget setup

Opportunity

Lead with real-time UI previews
Guide users through visual onboarding
Build smarter, modular widget logic

Tools
FigJam
Figma
Tokens Studio
Trello
Slack

Ideation
I mapped the key flow from Upload to Transform, breaking it into intuitive steps based on user feedback. Using stakeholder input and HMW framing, I simplified the navigation logic and grouped actions around clear mental models.

Process
Working asynchronously with PMs and devs, I ran weekly design reviews and rapid iterations. The prototype was built in Figma via Variants, Tokens and smart layout logic to ramp up handoff and future-proof the system.

Product Design And UI Crafting
I redesigned the file uploader and dashboard UI aiming to reduce friction, improve clarity and support non-technical users. The key changes included a collapsible sidebar for source navigation, file previews with tickboxes and a clear, step-based flow. The design matched simplicity for no-code users with the power expected by developers.

Dashboard UI
The dashboard design meant to support clarity, hierarchy and modularity. The interface featured simplified settings, analytics, API logs and upload history, allowing for scalability and easy access. Every screen was optimised for dev-readines. Further, it kept clean and visual for no-code users.

Widget UI
The widget was rebuilt for usability and speed. I introduced a visual file preview system, grouped interactions into steps, and added real-time upload feedback. The new layout allowed users to switch between sources without losing context — reducing friction for first-time users.

Credits to
Anatoly Chernaykov
Igor Debatur

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Impact
This UX and visual identity helped Uploadcare evolve from a backend-heavy developer tool into a more universal platform for no-code users and small teams. The refreshed brand system supported consistency across widget, dashboard and marketing touchpoints, which made for a unified and trustworthy product.

Internally, the design system streamlined dev handoff and aligned cross-functional teams. Externally, it strengthened Uploadcare’s market position and paved the way for future features like AI-powered onboarding and media intelligence.

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Pulse By Makina