Start-up: Agil, a collaborative marketing platform

Helping Agil with their UX research, design & strategy as well as UI needs

Start-ups Case study 3/3, Reading time:10min
  • Make Agil a truly innovative platform
  • Introduce Agil to UX
  • My role as sole UX was to start by conducting user research in order to find innovative angles for the platform. The platform was not even in its Beta version so there was a lot of potential solutions to explore. We did a series of user interviews, mainly with CMOs. This process would help us inform our design and surface relevant information to them when users would need it most. I was mainly involved during the discovery phase, hence you will see below various deliverables highlighting insights.
    In terms of Digital Product Design, I:
  • Developed low fidelity, medium fidelity and high fidelity wireframes with data visualisation
  • Designed advanced prototypes with Axure
  • Tested & iterated concepts, fedback and presented findings to relevant parties
  • In terms of User Research, I:
  • Conducted research via remote tools as users were based on a vast array of locations
  • Captured research and presented it back to key stakeholders
  • Used insights in order to explore design and business opportunities
  • Agil used some of the innovative concepts that were researched and designed in order to sell the platform to users and keeps optimising the product into a very useful and desirable digital product.


    Below is a summary of the key elements that have helped with enhancing the product.

    1) Conducting & Capturing Research

    We started with a discovery phase that lasted for a couple of months. The idea was to truly explore opportunities in order to create a truly innovatove product, therefore the research phase was even more crucial than usual.

    2) Exploring innovative concepts for services and data visualisation

    I joined this project pre-launch, therefore, we needed to research and analyse innovative concepts for contextual services as well as data visualisation. The relevant data would help CMOs make the right choice when it comes to the campaigns they have launched.

    3) Mapping a user flow style mental model of CMOs in order to surface the right information at the right stage of thinking

    In order to develop a truly innovative product, we used different mental models to map CMOs' ways of thinking. For each stage, we then added the potential tools that could be given access to them in order to make the UI as clear and meaningful as possible. This mental model follow a CMO user flow when using digital tools for influencing their marketing campaigns.

    4) Mapping a tasks focused mental model of CMOs

    In this mental model, we explored all the tasks that CMOs have to go through so we could best serve them. This method had proven very successful as we could map every single relevant details and map these insights to a meaningful UI.

    5) Drawing an affinity map

    Using different types of tools helped us map in details what information and tools CMOs would be looking for. This helped us planning some of UIs in advance and would be truly valuable during the design phase.

    Thank you.

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