I worked as PiinPoint's lead designer during their time at YCombinator's Winter 2014 batch. I was responsible for all things design, from talking to our users to coding the front-end. Redesigning the hompage and defining the brand was a major project I worked on. I also worked on the PiinPoint map tool.
I tried incorporating photos into the initial designs. Although these designs provided great visual interest, they looked too complicated.
Next, I explored a more graphical style, condensing our key features into simple pictures.
In the end, I went with a flat look with minimal colors to help the map elements stand out.
This modern style helped us stand out from our competitors' corporate websites. While large retailers loved the simplicity, this style also clicked with younger retailers, investors and potential hires visiting the website.