Alteryx
Clarity and cohesion for a category-leading analytics platform
Client:
Alteryx
Year:
2025
Type:
Art Direction
,
Branding
,
Motion
Accelerating every step of analytics through clarity, motion, and system-driven design.
Overview
Alteryx is a category-leading analytics platform. After Trifacta, a former HUSL client, was acquired by Alteryx, I worked as Lead Designer at HUSL Digital on a retainer of more than a year to help Alteryx reposition its brand and website. My work spanned art direction, branding, UX/UI, web, and animation.
100+ website components in one organized Figma library
20+ icon animations
6+ product animations
3 LinkedIn campaign directions
2+ year retainer engagement
Challenge
Alteryx offers a platform plus several named products and AI features, and needs to speak to several audiences [confirm which: e.g., business users, data and analytics teams, IT, finance, and executives]. After the Trifacta acquisition, the company needed to reposition, and its design showed the strain. The website's modules had been built at different times, and the Figma files behind them were scattered across several documents.
The site needed to do three things it couldn't do well: explain what Alteryx does within a few seconds, keep up with frequent product and campaign launches, and work as well for product pages as for campaign landing pages.
Solution
I built a modular, component-driven design system that gave Alteryx's website and marketing a consistent foundation: more than 100 components in one organized Figma library, replacing files that had been scattered across several documents. Alongside it, I created 20+ icon animations and 6+ product animations that explain complex analytics workflows quickly, the visual identity for Alteryx Copilot for its market launch, and three LinkedIn campaign directions that explored new ideas while staying on brand.
The engagement ran as a retainer for more than a year. Alteryx valued the outside design perspective for exploring new paths, building brand consistency, and strengthening their market presence.
Key decisions:
Disjointed design files: Modules were scattered across several Figma files, and every new page risked starting from scratch. I consolidated everything into one organized Figma file, redesigned the existing modules, and created new ones. The result is a library of 100+ components the Alteryx team can use to build product and campaign pages.
Complex analytics workflows are hard to grasp quickly: Visitors needed to understand the platform in seconds. I created 20+ icon animations for product and solution pages and 6+ product animations, which were also used in explainer videos.
A new AI feature that users had never seen: Copilot was launching and needed an introduction. I led the visual direction and branding for Alteryx Copilot, giving it a distinct identity inside the broader brand. The timeline was tight, since it had to be ready for the launch.
A need to explore fresh options without losing brand consistency: The team wanted new ideas for paid social that still looked like Alteryx. I developed three LinkedIn campaign directions, static and animated, and all three were used and tested.
Credits
Art Direction, Brand, UX/UI
:
Brandon Swonger
