Related work
Cimmra Web Design
How Cimmra’s Identity Architecting Trust for the Modern Web
Repositioning an enterprise SaaS platform through strategic UX design to improve clarity, trust, and lead conversion.
Cimmra is a procurement and supply chain SaaS platform for enterprise teams, supporting sourcing, purchasing, and supplier management at scale. As the product scaled, Cimmra partnered with Tangle to refine product storytelling, modernize their website, and improve customer acquisition.
What we did
— Brand Strategy
— Visual Identity System
— Brand Guidelines
Key Metrics
Cimmra needed an identity that communicated authority without feeling legacy. We developed a "Combination Mark" system that maintains legibility across everything from favicons to billboards, establishing a unified voice for their technology.
25%
Increase in Demo Requests
3x
Vendor Credibility Lift
90%
Enterprise Readiness
20%
Faster Onboarding
Start with the Challenges
We structured the experience around procurement challenges, anchoring the narrative in real operational gaps. This approach helps users quickly recognize relevance and see their own workflows reflected in the product context.
Guided Discovery with Woddle Bot
The Woddle Bot was designed as a conversational UI UX layer that simplifies nursery shortlisting through step based interactions. By replacing complex filters with guided questions, it captures parent preferences naturally, reduces cognitive effort, and delivers personalised recommendations that accelerate confident enquiries and bookings.
Exploring the Solutions
A unified solutions page brings all capabilities into a single, cohesive experience. As users move through the page, contextual navigation enables quick access across solutions. Each solution is presented through how it works, key benefits, and use cases, making it easier to understand relevance and evaluate the product.
"We deliberately avoided the trend of 'friendly startup' aesthetics. Cimmra's identity is built on 'Gesit Mono' and 'Cabin' a combination that feels engineered, precise, and ready for enterprise scale."
Shekhar Kushwaha
Product Designer, Tangle
Designed Across Devices
We designed the experience to adapt seamlessly across screens, ensuring clarity, usability, and visual consistency at every breakpoint. Layouts and interactions were carefully optimized so users could evaluate the product anytime, on any device.
Brand-Aligned Icon System
We designed a custom icon system aligned with Cimmra’s brand to improve clarity and visual consistency across the website.
Using the core brand colors and geometry, the icons reinforced product meaning while strengthening overall identity.
Building the Component System
With the visual language locked in, we translated every token into a living component library built on three principles clarity, consistency, and scalability. Navigation, forms, CTAs, and typography were each designed with defined interactive states, so nothing was left to interpretation. The result gave Cimmra's team a shared system they could maintain and grow independently, without ever compromising the brand.
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