Working with a tight-knit team (Jobber's principal designer and Atlantis' tech lead) we implemented a new visual direction for Jobber's web application in 3 weeks.
As Jobber grew, a frequent pain point of the product was a lacking of "right-size" complexity. By keeping the product simple enough for small businesses, we make it hard for larger businesses to adopt. By showing every possible feature up-front, we overwhelm new users and smaller businesses. Visually, we were over-indexing on borders and boxes to structure our content, and under-serving our typographic hierarchy and relational groupings.
The design team had explored the idea of introducing functionality in a modular way, where the product could grow with you. The challenge with this was our over-reliance on borders, backgrounds, and boxes to delineate interfaces across the product - any element that needed to be shown conditionally would require a ton of "state management" from both a design and development perspective to look right in context. The visual techniques we were relying on for structure were hindering both adoption and evolution of the product.