CivicScience

Consumer Insights

Challenge.

CivicScience came to RevUnit for a pre-flight, which is a 6-8 week process to understand the business needs and prototype a solution. They had a proprietary platform that allows customers to uncover consumer insights. But the software needed to be modernized and easier to use:

The interface was difficult to navigate

Data and insights weren’t actionable

Legacy systems caused for a slow heavy system

Users were using the tool as a secondary thought

Goal.

Gloria has a marketing campaign that she needs validated. She wants to create and find user segments, find questions related to her campaign, and have the ability to run/export reports for her team. She also wants to find data that is true and leverage collaboration for her organization.

Elegantly designed and easy to use customer insights tool.

Metric.

Coming soon.

Process.

Observe → Reflect → Make

To drive meaningful outcomes for this project, we first wanted gain a deep understanding of the challenges they faced. By constantly immersing ourselves in the worlds of these users, we ensured that our solutions would meet their needs. We spent the first two weeks identifying who are customer base was, their needs, and how they use the tool. To verify, we spent several hours with these customers. We wanted to build a tool that people started with and not was a second stop. How do we lead with surfacing insights/education instead of customers always trying to search for their needs?

After several weeks spending time with customers, both internal and external, we started the design process. Doing market research and leveraging what other analytical/data tools in the market were key for success. I wanted to create a user behavior that was easy for people based off other tools they had used. Also, realizing a happy path based off a users goals or ideas led this project to success.

Rapid, quick iteration prototyping allowed us to simulate ideas and test hypotheses quickly and cheaply. We would design and test with the business stakeholders on a weekly basis to get the proper feedback. After prototyping and approval process we moved on to using high fidelity mockups with Figma. We would meet weekly with with end-users to get feedback and also leverage survey tools like Maze to validate.