TeamStack: Driving Diversity, AI-Driven Team Optimization & Innovation

How I helped TeamStack prepare a winning demo, brand, and pitch deck; Harvard Business Analytics Program Pitch Competition Winner.

Introduction

In April 2022, I joined TeamStack as UX & Branding Lead Consultant, supporting the creation of a web-based SaaS demo designed to solve workforce challenges in the construction industry through AI-driven analytics.

Over three months, I collaborated with the founders and remote development teams to refine user flows, improve usability in Bubble.io, and design a high-fidelity demo in Figma. My work also included creating a comprehensive brand identity and supporting the pitch deck strategy for the Harvard Business Analytics Program competition, where TeamStack won top honors.

Tags: SaaS, AI, UX/UI, Branding, DesignOps, Predictive Analytics, DEI, ESG, Bubble.io, Data Visualization, Team Performance

Product Description

TeamStack is an AI-powered SaaS platform that uses proprietary algorithms to predict and improve team performance while optimizing for diversity, equity, and inclusion (DEI).

Designed for executives, managers, and team leads overseeing complex, multi-project environments, TeamStack leverages survey data and AI-driven analytics to generate insights like the Team Success Score (TSS) and Project Outcome Predictors (POPs). These metrics empower organizations to:

• Build diverse, high-performing teams
• Reduce employee turnover
• Predict project outcomes with more accuracy
• Align workforce performance with ESG and DEI goals  
  

By combining data, strategy, and UX, TeamStack creates a scalable solution that bridges workforce diversity and business performance.

SaaS evolution.

Context & Problem

The construction industry faces significant workforce challenges:

• High turnover rates due to project-based contracts
• Skill fragmentation, making team composition inefficient
• Leadership homogeneity and low diversity, especially for women and BIPOC individuals
• Limited visibility into workforce dynamics, leading to project delays and increased costs

These challenges highlight the need for a platform that connects people analytics with business outcomes.

☝🏽 How might we help organizations predict, optimize, and improve team performance while fostering diversity and inclusion?

Research-Driven Opportunity

TeamStack was born during the Harvard Business Analytics Program, where the founders; Susan and Sathia researched the relationship between team diversity and performance outcomes.

Research methods:

• Surveyed hundreds of employees across construction firms
• Conducted stakeholder interviews with executives and managers
• Analyzed organizational performance data and workforce trends
• Reviewed industry benchmarks on DEI, ESG, and retention

Key insights discovered:

• Diverse teams consistently outperform homogeneous ones
• Employees reported frustration with poor team composition and ineffective communication
• Executives lacked visibility into workforce health and predictive analytics to guide interventions

These findings shaped TeamStack’s core opportunity: to create a data-driven SaaS platform that connects team dynamics directly to project success.

Part of the journey involved applying UX methodologies, analyzing insights from the first round of MVP feedback with 10 real users, and translating those findings into a clear, structured process. I created the imageries and workflows you see here after interpreting the data gathered by the founders from their initial user testing.

Strategic UX Decisions & Module Creation

When I joined, the startup had completed its first round of demo feedback. My role was to analyze these insights, improve flows across the platform, and design user-friendly, intuitive modules:

• Dashboard Redesign: Designed an executive-friendly dashboard with simplified navigation and clear, intuitive data visualization.
  
  
• Role-Based Journeys: Created user flows tailored for executives, managers, and team members, ensuring each persona could easily access the most relevant insights and actions.
  
  
• Predictive Analytics Visualization: Supported the selection and design of graph types and color segmentation interfaces to visualize live performance forecasts and simulate the impact of team composition changes.
  
  
• DesignOps Culture: Established streamlined workflows to centralize design decisions, integrate spreadsheets for data synchronization, and enhance cross-functional collaboration between design, development, and strategy teams.

Crafting flows and modules through structured process design

Delivered a minimal design system with defined button states, illustrated icons, and complementary graphics to communicate system statuses.

Built high-impact screens for landing pages and presentation decks.

Positioning TeamStack as a Thought Leader in AI Workforce Analytics

For TeamStack, branding had to balance diversity, innovation with corporate trust. I designed a cohesive identity anchored in:

• Personality: Data-driven, reliable, and forward-thinking
  
  
• Visual strategy: Neutral, modern colors combined with trust-driven accents (light blues, greens, and deep tones)
  
  
• Tone of voice: Professional, inclusive, and impact-oriented
  
  
• Deliverables: Brand book, corporate assets, custom Zoom backgrounds, and investor-ready materials

By positioning TeamStack as a thought leader in AI-powered workforce analytics, we aligned the visual identity with investor expectations and the platform’s strategic goals.

Logo design and core brand colors. 

A sneak peek into the brand book slides. 

Corporate assets.

Outcomes

Over three months, I collaborated closely with the founders and development team to prepare TeamStack’s SaaS demo, refine the branding, and support the Harvard pitch deck strategy.

🏆 Winner of the Harvard Business Analytics Program Pitch Competition (June 2022)

🎯 Attracted investor interest and strengthened opportunities for future funding

🎨 Delivered a cohesive brand identity to support scaling and market positioning



Pitch Day Winner at Klarman Hall, guided by Scroobious Advisors 

Disclaimer: I am not a Harvard graduate.
My involvement was through working with members of the
Harvard Business Analytics Program.