Overview
Pricing what information is worth
ZZAZZ is a research company building Large Pricing Models (LPMs): AI that reads how people interact with content and puts a live, fair price on every article, video and post. The idea is simple to say and very hard to show. Our job was to make it tangible.
We designed the three things that carry ZZAZZ to market. A marketing website that frames it as a research company, not another AI tool. The ZZAZZ Terminal, used by large publishers to evaluate and act on their entire content library. And the design system that keeps both speaking the same language.
Challenge
A price is useless if nobody can read it
Publishers sit on enormous libraries and judge them with pageviews and gut feel. ZZAZZ could put a price on every item, but a number alone changes nothing. People had to understand it, trust it and know what to do with it.
Approach
Borrow the language people already trust
We looked for the most familiar way people already read value that changes over time. Markets were the obvious answer. Tickers, candles, highs and lows, demand and volatility: patterns millions of people can scan in seconds. We applied that grammar to content, then made sure every number had a clear next step.
Personas
Proto-personas built from the jobs each screen serves. Each one owns a different part of the Terminal, which shaped the navigation more than any feature list did.
Architecture (sitemap and flows)
The website answers why ZZAZZ exists. The Terminal answers what your content is worth and what to do about it. We kept the Terminal to five top-level destinations, mapped to how publishers actually work: check the pulse (Dashboard), manage your own content (Publish), read the market (Exchange), look ahead (Forecast), and configure (Settings).
Key Flows
Each persona has one loop they repeat every day. We designed these first and let the rest of the Terminal support them. Labels above each step show the screen where it happens.
Solution
Results
1
One language, three surfaces
Website, Terminal and Signal ship on a single system, so the brand idea reads the same from homepage to a badge on a news site.
2
A Terminal in publishers' hands
Used by large publishing platforms to evaluate articles, videos and posts across their full libraries.
