Disrupting marketing data insights with an innovative, unified platform

Overview

Client: Global Marketing Measurement & Effectiveness Consultancy

Industry: Consulting, Marketing Analytics

Stage: Internal Start Up

Activity: Vision & Product Strategy, Product Discovery, Product Design, User Experience Research, UI Direction and complete end-to-end design including UI/UX Design System

Challenge Overview

With excellent client relationships, a high retention rate and consultants who deliver high quality insights—Gain Theory was already a leader in marketing analytics.

However, their consultancy was supported via a number of non-integrated tools which had generated a fragmented, inconsistent and informal digital delivery. Workflows were manual and there was no clear end to end workflow—most of the work in fact was happening in Excel spreadsheets.

This meant that the digital delivery was only accessible to those in more analytical marketing roles. However, Gain Theory saw an opportunity to support a broader range of marketing professionals including those in less analytical roles but who still needed to evaluate the performance of their campaigns or content for example. With the nature of marketing professionals being quite varied, Gain Theory wanted to do more to support their clients in facilitating closer collaboration and more effective decision making.

Our engagement

With an ambition to become a world leading marketing consultancy, Gain Theory identified an opportunity to help clients make faster, smarter investment decisions by creating a proprietary application suite.

Their vision was to deliver a single, unified platform experience that would use personalisation to contextualise the data to tell a meaningful story to a variety of user groups with a variety of needs.

Super User Studio was engaged to accelerate this vision and lead the organisation towards product-led growth, while tackling operational inefficiencies.

The process kicked off with Super User Studio’s Product Vision Accelerator. This framework enables us to align business level stakeholders on the focus of the vision, challenge the value proposition while also validating it with customers prior to major investment.

Throughout our Product Design delivery, we adopted a rigorous human-centred approach delivering individual/team interviews, workshops, surveys and validation sessions to ensure the new experience would support underserved user groups and better connect marketing professionals across an organisation.

Acknowledging too that design and product management capabilities were not yet mature within the organisation, we created a UI design system based on an adapted version of a well-known development framework. This ensured they could keep the momentum required to deliver upon their roadmap, while also protecting the consistency of their experience during the development process.