The Project

In 2016, Cast Software started to sell the Blacktrax system worldwide. A real-time tracking system that created a new kind of magic in live entertainment. This system used real-time tracking to make spotlights follow performers and make projection mapping move.

I was asked to only improve the look of the website. But it lacked many things that could jeopardize the launch of the product. I transformed the website in a powerful education tool for people to understand what they could do with Blacktrax. After the redesign, sales increased in $1.4 million dollars.

The Team

Petras Nargela

Layout, iconography,
and illustrations

Daniel Vianna

Research, prototyping, design, front-end, team management

Thiyagu S.

Layout, iconography,
and illustrations

Eva Chan

Research and wordpress implementation

Thiyagu S.

Layout, iconography,
and illustrations


Discovery Phase

I was tasked to do a redesign thinking only of improving the visuals. However, as a UX guy, I know that applying design as a coat of paint doesn’t result in great gains. Cast didn’t have intelligence reports on how the conversions were performing so I started doing an exploratory quantitative research and heuristics analysis.

The most accessed page was the one that explained the system, but people still contacted the CEO and support to ask about the same questions. I dug through every piece of data and came up with some hypothesis:

The old website visuals were failing to catch the user’s attention

Nobody was reading the copy based on Hotjar recordings

Text content used jargon & abstract concepts distant to visitor's mental models


Google analytics data showed the majority of visitors accessing the old website were non-English speakers. A great insight as to why some people couldn’t understand the content.


Research Phase

I interviewed every single employee in the Blacktrax team. It was not just important to get every person’s perspective on the product but also to ensure everyone had a voice.

Personal sketches trying to understand the big picture of how Blacktrax components worked together

I started compiling real uses that could only be possible with Blacktrax


By using triggered Hotjar surveys and Skype calls with current customers and leads. While at it, I learned many images were purely decorative, with no meaning or function on the old website.

The website was wordy, images were too small, not enough opportunity for products to be featured and to showcase their functionality. Things were shown in a boring way.

Users could not understand what Blacktrax could solve for them - “Alright, you have a complicated tracking system, but what can I do with it?”.

Interviews also revealed users needed to see real-life examples of Blacktrax in action. On another call, I was able to confirm that projection mapping was on the rise, requiring a dedicated page showcasing how Bracktrax was the perfect solution for that.


Production Manager

Lighting Programmer

Lighting Designer

Projection Mapping Artist


By approaching marketing and product teams I asked questions such as:
•What are the major problems with the current website?
•What would you change on the website if you were in charge?
•How does the current website impact your work?

The interview with the CEO was one of the most insightful ones because he was not only one of the people who had a better understanding of the system but also because he was directly handling sales. He said:

"Blacktrax should be perceived as selling a solution to a creative problem that needed tracking"

Cast role was to hand the client's hand until it's fully working. Those amazing nuggets of information were not communicated on the old website but they needed to be there.

I started compiling real uses that could only be possible with Blacktrax


Sandwich Method

Each important point from the research was labeled as an individual problem in a spreadsheet so the team could think of a solution and re-test it to see if the problem was resolved.

User Feedback
Too many questions about pricing
Dedicated page for projection mapping
Inquiries reduced
Projection mapping is growing
Sell product as solution based
Survey1 - problem solved
No understanding of sales process
Sell product as solution based
Inquiries reduced
People don't understand the content
Replace jargons, use grade 10 English
Survey1 - problem solved
Users don't understand Blacktrax
Step by step explanation - how it works
Survey1 - problem solved
Lack of client testimonials
Include Client Testimonials
Survey1 - problem solved
Lack of endorsement
Partner logos on application subpages
Survey1 - problem solved
Complaints on grammar mistakes
Review text with copywriter
Needs improvement
People are not reading text
Reduce copy, more white space
Survey1 - problem solved
Users want to see all components
Photos of all components together
Survey1 - problem solved
Lack of trust if it really works
Client production showcase
Survey1 - problem solved
Layout inconsistency
Grid, typography, color palette
Survey1 - problem solved
Meaningless images
Remove "decorative" and stock image
Survey1 - problem solved
Users said website is  boring
Add 2 or 3 additional color accents
Needs improvement
Difficult navigation
Contain most links on menu
Needs improvement
Quote form is too complicated
Reduce fields, rewrite form questions
Reduced 50% of questions
Slow time for response for quote
Triggered email with estimated time
Survey1 - problem solved
Blacktrax features are not clear
Group and separate features
Needs improvement


Making a quote for Blacktrax between the CEO and the client was a nightmare. Clients needed to fill a four-page long PDF, sent by email to Cast CEO who needed to go back and forth between outlook and the PDF copying.

The CEO's was copying and pasting (a four-page long PDF with 60 fields that needed to be downloaded and sent via email).


Design Phase

The "how it works" page worked almost like a static storyboard, explaining how the signal traveled through the system sequentially.

I started compiling real uses that could only be possible with Blacktrax


I solved some of the initial content readability issues brought up by the analytics data Creating a stronger hierarchy by defining larger typography, larger images and a higher image/ content ratio.


During the research phase, people asked for real examples that proved Blacktrax was not just vaporware. I created a new showcase section that displayed several real-life projects.

I started compiling real uses that could only be possible with Blacktrax




The previous website talked about 3D and 6D tracking, and that was one of the root causes user confusion. I solved this problem by demonstrating X, Y, Z, Yaw, Pitch, and Roll.

I started compiling real uses that could only be possible with Blacktrax


We ship BlackTrax server with all of its software already
installed including BTwyg, Blacktrax, and Motive.‍


Blacktrax doesn’t work by itself, it needs to connect to third-party systems such as robotic lights to trigger actions such as the act of making the spotlight follow the person anywhere.

I listed all functional supported systems and created this design component to be used on different pages.

Media Servers (Projection Mapping ) third Party Connections design comp

Development, Research & Impact

The Outcome

The initial goal I was tasked -- to make Blacktrax sexier -- was achieved. The last round of user interviews revelead that the website's aesthetics achieved a higher average score compared to other industry websites

I also recruited people via without any prior exposure to Blacktrax and found 100% of respondents were able to explain what Blacktrax, solving one of the website's problems found during the initial research.

1.4 m
Increase in sales revenue year-over-year
Of the interviewed users without prior knowledge were able to define it