Creating the ultimate user-centric, on-the-go application through unprecedented customer insights.

The Short Of It
A confidential, manufacturing powerhouse client sought to revolutionize their customers’ experience and disrupt the market with a mobile application unlike anything their customers and partners had previously experienced.
Through a focused strategy and user experience partnership, our team embarked on an intensive, two-month research and discovery project. Our strategists and UX experts conducted and analyzed research, developed user archetypes and mapped customer journeys – all to inform feature prioritization, scope and areas of opportunity for further ideation. We employed lean, iterative, rapid prototyping to test assumptions with customers and evolve the user experience. In the end, we successfully added depth to the knowledge about their target audience and market segments, exposed new areas of business opportunity and created stakeholder alignment around the product vision.

The Situation

Digital transformation was one of the key, global business strategies for our client. Their company had decades of experience bringing very successful physical products to market through a robust product planning and manufacturing process, but were increasingly aware that their customers’ expectations were changing – and competitors were stepping up to fill the void.
Unearthing a cohesive, focused vision for the product and user experience meant shifting the way they worked. Customer research focused on digital behavior and a new approach to product planning and development were paramount. From these discoveries, we would eventually need to build a robust application for iOS and Android in collaboration with their internal development team.

Our strategists and UX experts conducted and analyzed research, developed user archetypes and mapped customer journeys – all to inform feature prioritization, scope and areas of opportunity for further ideation.

Our strategists and UX experts conducted and analyzed research, developed user archetypes and mapped customer journeys – all to inform feature prioritization, scope and areas of opportunity for further ideation.

The Challenge

  • Create high levels of engagement with their customers
  • Create a seamless, connected experience between digital and their product
  • Identify areas for increased revenue
With these key goals in mind, we defined a custom discovery framework and outlined the research, data-gathering process and key milestones for review. The framework of Motivational UX™ led to the exploration of how we could infuse moments of joy and efficiency to improve customer satisfaction – and in turn, help our client’s bottom-line.

Our Approach

We began by interviewing key stakeholders about their specific business and customer needs. We reviewed all existing research, which gave insight into their high value customers and helped identify individuals for in-depth interviews. It also exposed areas where there were gaps in knowledge on both of our teams – these became important areas to focus on given the goals for the product.
Through a number of interviews, two focus groups, contextual research and a competitive market scan, our strategists and UX team formulated archetypes around customer groups that are behavior and time based, rather than traditional persona stereotypes. We discovered that customers wore multiple hats and occupied one or more archetypal group at any given time, depending on their current behavior. This insight alone was responsible for pivoting the initial direction of the product.
The archetypes fed into an experience map workshop, which we conducted with our client. This collaborative workshop illuminated the full customer journey and identified pain points, touch-points and context for each archetype. Areas of opportunity were identified and visually showcased in the resulting experience map artifacts. These areas of opportunity provided the fuel for a team brainstorm session and, through our Lean UX practices, an early demonstrator prototype was created that was reviewed by customers for feedback.

The Result

We created a true strategic partnership with our client by guiding the collaborative discovery process. Through the experience mapping process, we collectively decided to pivot the product direction and focus on a specific target audience rather than a broader set of customers. The key insights gathered from user research identified an untapped market opportunity that will likely become a new source of revenue.

Our Motivational UX™ framework exposed opportunities to create engagement loops and moments of joy that improved customer satisfaction.

Winning
Success came throughout the journey of working together, producing happy clients and adding strategic value to their business endeavors. We formulated a strong foundation for full product development and devised a platform for ideation and innovation.

Services

  • Strategy
  • User Research
  • Contextual Research
  • Motivational UX™
  • Experience Mapping
  • UX Design
  • UX Architecture
  • Visual/UI Design
  • Rapid Prototyping

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