Redesigning a simulation platform for two very different kinds of user
Simudyne App
Simudyne builds agent-based simulation software for financial institutions — tools that help companies model risk and improve decision-making under uncertainty.
A rebrand had given the company a clearer identity. The platform it made hadn't been touched, and the gap between brand and product was visible.
Role: Design lead
Agency: Territory studios
Year: 2023
Dev: Internal team
Challenge
The platform serves two distinct user types: the data scientists who build and run the models, and the senior decision-makers who act on the outputs. These two audiences have fundamentally different relationships with the same product. A redesign that works for one often creates friction for the other.
The solution
The work focused on separating those two modes without fragmenting the experience. Cleaner information hierarchy, stronger visual alignment with the new brand, and navigation that let each user type orient themselves quickly — without the product feeling like it was trying to serve two masters.
