Rethinking the value proposition with the help of service design

Problem

In pursuit of enhancing client work processes, WNDYR embarked on the development of a cutting-edge digital tool, intended to provide data driven insights and drive redesign and optimization efforts. WNDYR faced challenges in establishing traction and identifying a suitable product-market fit.

Solution

To address the client’s challenges and achieve their objectives, we applied service design methodologies to validate and refine existing assumptions about the product.

Discovery: Mapping the Existing Offering

• Conducted internal interviews and desk research to narrow project scope and identify initial target audience.
• Defined target audience based on company size and individual roles within the company. The hypothesis centered around US large-sized companies and managers to executives.

Customer Research: Mapping the Customer Perspective

• Conducted in-depth interviews and qualitative data analysis to understand customer perspectives and needs related to the SaaS solution.
• Defined three persona archetypes with unique value propositions, targeting US C-level executives from medium-sized companies.

Additional Discovery

• Explored insights from customer research, leading to academic research into soft metrics.
• This research resulted in a significant platform redesign, incorporating automatic stress and engagement detection model.

UX Design & Validation: Designing and Testing the Interactive Prototype

• Iteratively redesigned the SaaS product, incorporating new functionalities driven by unique needs identified during research.
• Interactive prototype formed the basis for UI design, resulting in a live product ready for licensing.

Results

Service design methodology was introduced to the project to validate the existing and well-established assumptions about the product to be developed, as a result of which the following was achieved:

• Re-introduced customer-centric prototyping to an agile development process, saving development effort.
• Transitioned product out of Alpha and Beta testing to “paid for” mode, kickstarting the product-market-fit journey.
• Increased user engagement compared to alpha and beta versions.
• Redefined the value proposition to be simple and useful.
• Enabled a functional pivot from the initial development plan.
• Bridged the gap between end-customers and developers.
• Introduced Service Design as a methodology and mindset.