THE CASE FOR A GENERALIST DESIGNER

How one product designer saved Stream Analyze €325,000 while accelerating digital transformation

A case study on the merits and advantages of having a multi-skilled professional in a startup company.

BUSINESS PROBLEM

How to leverage a full design team on a budget?

In 2021, Stream Analyze faced a common startup challenge: the need for comprehensive digital presence and product design capabilities while managing tight budgets.

The Swedish AI data analytics company needed to maintain a cohesive brand across platforms, develop intuitive interfaces for
complex data visualization tools, and establish marketing channels—all while keeping operational costs manageable.

SOLUTION

Embracing the multidisciplinary approach

Rather than assembling a traditional team of specialists, Stream Analyze took a different approach by bringing on a versatile product designer with cross-functional expertise spanning:

  • UX research
  • UI design
  • Brand Development
  • Web Implementation
  • AI tool expertise

THE PROCESS: PHASE 1

Establishing brand foundations

First came a comprehensive competitor analysis to identify positioning opportunities. This revealed gaps in how data analytics tools were presenting complex information to non-technical users—an opportunity to differentiate.

Working directly with the CEO and the Head of Marketing, I developed brand guidelines that could flex across technical documentation, marketing materials, and product interfaces. This ensured consistency while supporting different communication needs.

THE PROCESS: PHASE 2

Building the digital experience

With brand foundations established, I:

  • Designed and implemented a responsive website in Web flow
  • Created a comprehensive design system with modular components
  • Developed interactive data visualization dashboards that simplified complex analytics
  • Built the sensor fusion analysis interface showcasing real-time equipment monitoring

THE PROCESS: PHASE 3

Accelerating with AI integration

To maximize output while maintaining quality, I implemented a strategic AI workflow:

  • Used MidJourney and specialized AI tools to generate on-brand visual assets
  • Developed chatbot systems using Claude and GPT for customer support
  • Created content pipelines that maintained brand voice while reducing production time

RESULTS

Time-to-market transformation

Traditional pipeline (estimated):

  • Concept to design approval: 12-18 days
  • Design to implementation: 14-21 days
  • Total timeline: 26-39 days

My streamlined process:

  • Concept to design approval: 4-7 days
  • Design to implementation: 3-5 days
  • Total timeline: 7-12 days

This represented a 200%+ increase in delivery velocity, allowing Stream Analyze to respond quickly to market opportunities and competitor moves.

+200%

Increase in delivery velocity

+158%

Increase in website content

RESULTS

Ownership & Financial impact

The elimination of handoffs between specialists resulted in:

  • Zero miscommunication delays between design and development
  • Complete design consistency across all touchpoints
  • Rapid iteration based on direct user feedback
  • Ability to pivot quickly when business priorities shifted
By consolidating roles typically handled by multiple specialists, the approach generated substantial savings:

Role

Approximated Annual Salary (€)

Junior UX Designer

€45,000

Junior UI Designer

€42,000

Brand Designer

€48,000

Junior Web Developer

€48,000

Content Manager

€40,000

Additional management overhead

€102,000

Total Avoided Cost

€325,000

Beyond direct salary savings, the approach eliminated recruitment costs, onboarding time, and management overhead that would have been required to coordinate a team of specialists.

KEY TAKEAWAYS

For a startup, versatility outperforms specialization

This case demonstrates how a strategic investment in multidisciplinary talent can create outsized returns for growing companies. For Stream Analyze, the approach delivered:

1. Speed: Faster time-to-market with streamlined workflows

2. Consistency: Cohesive brand experience across all touchpoints

3. Flexibility: Ability to rapidly shift priorities without complex team coordination

4. Cost-efficiency: 5+ specialist roles condensed into one strategic position

5. Quality: High-standard output maintained through systematic processes and AI augmentation

The Stream Analyze experience challenges the conventional wisdom that specialization always yields superior results. In rapidly evolving digital environments, the versatile generalist—equipped with the right tools and systems—can deliver exceptional value that specialized teams often struggle to match.