How did the corporate design of ivoflow come about? What ideas are behind its visual identity? And how can user experience be continuously improved? These are some of the questions we asked Milena, our creative developer, who joined ivoflow in spring last year but has been part of the journey since its earliest days. Apart from being responsible for improving the UX and UI design of our product, she brings our brand to life with designs and templates for marketing. In her blog post, Milena talks about the complexity and business logic of the software, appealing landing pages, and why her dedication to ivoflow goes back to before she even joined the team.
When did you join ivoflow?
I officially joined the company as a full-time employee on April 1, 2024. However, my connection to the company goes back to the time before it was founded, when I helped develop the idea for ivoflow in the form of a prototype or click dummy. Since then, I have worked for the company on and off as a freelancer in various areas before finally deciding to join as a full-time creative developer.
What does your professional career look like?
Before joining ivoflow, I worked for a digital agency where I was mainly responsible for front-end development and design. At the same time, as already mentioned, I worked as a freelancer for ivoflow and on several smaller design and web projects, which gave me valuable experience and insights into various industries and technologies.
Why did you want to become part of the ivoflow team?
Since I have been with ivoflow from the beginning and supported the development of the original idea, I had a strong connection to the vision and goals. It was a great opportunity to actively shape this journey. The founders appreciated my previous contributions and were interested in having me as part of the team in the long term - an offer I gladly accepted.
What are your tasks at ivoflow?
My tasks are varied and can basically be divided into two main areas. On the one hand, I am responsible for design and development in marketing. This includes the corporate design, designing the stationery, developing and maintaining the website, creating templates for presentations and social media posts and much more.
On the other hand, my focus is on improving the UX and UI design of our product in order to offer our customers a continuously optimized user experience. For example, I create concepts and prototypes for new features and constantly check the current UI and our functions for usability and potential. In addition, I occasionally provide support in the frontend area and plan to expand this part of my work in order to further develop my personal skills in this area.
What has been your professional highlight during your time at ivoflow?
My personal highlight is a project that is currently in full swing. As our product has grown considerably over the years and the focus was primarily on functionality, it was particularly important to me when I joined the company to fundamentally overhaul the now partially outdated design and the complex UI. We named this process ‘ivoflow 3.0 ’ internally.
It is incredibly exciting to work on this project together with the entire team. The aim is not only to give our software a modern and appealing design, but also to introduce numerous improvements that will significantly simplify and optimize our customers' user experience. We are pursuing a sustainable and modular approach that will enable us to develop new features more quickly in future and thus respond more flexibly to our customers' needs. Although this project is very challenging, it is definitely a highlight.
Which project was challenging and why?
Not directly a project, but one of the biggest challenges for me was to fully understand the complexity and business logic of our software when starting out. Due to the very different and individual requirements of our customers, it was often difficult at the beginning to understand how the software is used and which functions support which processes. In addition, the topic of procurement was completely new territory for me, and the specific processes and requirements associated with it often presented me with challenges at the beginning (and still do from time to time).
Is there an exciting project you are currently working on?
In addition to my mentioned project highlight, I am currently also working on exciting projects in marketing - in particular the creation and optimization of various landing pages. The aim is to design pages that are both functionally and aesthetically convincing and offer real added value for users. It is particularly motivating to observe the positive effects of these adjustments on the performance of the website. This project combines creativity and strategic thinking in an ideal way and therefore always offers new challenges and development opportunities.
How did the corporate design of ivoflow come about, and what ideas are behind its visual identity?
The corporate design of ivoflow has already gone through an exciting evolution. In the early days, back when the company was still called Lhotse Analytics, the visual identity was very playful and illustrative. However, as the company grew, it quickly became clear that a new, more mature appearance was needed—one that would convey expertise, professionalism, and modernity. Together with an external marketing agency, we first worked in a brand workshop on core values, target audience, and positioning. From these insights, I then developed the current corporate design. I placed great emphasis on a harmonious interplay of color, shape, and typography to make both the technical competence and the innovative, human side of ivoflow visible.
What I found particularly exciting was designing elements that are not only aesthetically pleasing but also convey our brand values. For example, the idea of pinstripes emerged as a symbol of structure and professionalism, while circles serve as a visual sign of precision and focus. Typography was also carefully considered: we consciously chose a combination of serif and sans-serif fonts. This pairing represents a bridge between tradition and modernity—the serif typeface conveys trust and expertise, while the sans-serif emphasizes our technical and forward-looking side. It was an intensive but highly rewarding process, allowing me to fully leverage my experience in design, brand development, and visual storytelling. Today, I am proud that the corporate design not only makes a strong impression externally but also fosters a strong sense of belonging internally. We all identify with the look and feel because it perfectly reflects what ivoflow stands for.
What do you like best about your work?
What I appreciate most about my work is the variety of my tasks and the freedom to develop both personally and professionally. I love the fact that I always have the opportunity to learn new things – especially in the IT sector – which is developing rapidly and is constantly bringing new technologies and trends with it. It motivates me to keep my finger on the pulse and continuously expand my knowledge. This dynamic and the support I receive here give me the feeling that I am not only an important part of the team, but that I am also growing as an individual and actively contributing to the future of the company.
Describe ivoflow with 3 emojis.
🧠🔮🤯
2 truths a lie – write 3 statements about yourself!
Possums are my favorite animals I love listening to the True Crime podcast My middle name is Michelle Speaking of savings: Where do you find it difficult to save money?
In my spare time, I love crafting and plotting - and as is the case, you always need new materials. When I walk past a craft store (or browse online), I find it really hard to resist. Something always ends up in my shopping cart.
Which fictional universe (from books, movies, games) would you like to visit?
Stardew Valley - Just chill all day with cows/sheep/chickens/ducks and grow a bit of fruit & veg on the side. I'd love that.
