Serendata Insight
SaaS Product
Project goal
The approach to Transformation projects hasn’t evolved over the past 30 years. Organisations continue to adopt a broken process, managing complex change on multiple spreadsheets, which become landfill for insightful data. As a result of this, we continue to see:
Teams working in silos
Conflicting approaches and methodologies
A disregard for impacted audiences
Lack of change visibility
Poor communication
Decisions are made based on opinions not facts
Our goal was to design a product that revolutionises how organisations deliver sustainable change. Automating manual activities, enabling data-driven decision making, whilst strengthening organisations ability to land change efficiently.
Role: Lead designer
Year: 2021
Responsibilities.
Brand Strategy
Brand Identity
Web Design
Product Design
– User Experience
– User Intergace
– Interaction Design
Design System
SaaS Launched September 2021
Creating a brand
The Serendata logo takes the form of a minimalist combination mark, that is both crisp and efficient. The logo accent is made up of multiple data points, forming the shape of a target to represent the process of identifying insights from multiple sources.
The primary colour palette represents our excitement and enthusiasm for the opportunities and potential data has when used to intelligently derive insights. The San Serif typeface is clean, modern and timeless. The logo uses two font weights to add additional emphasis to the we are a data-focused organisation.
Meet the target audience
Identification and creation of five key personas. Summarising the needs, concerns, goals and bios of our targets users.
The focus on a small set of individuals, helps our team foster empathy for the specific users we are designing for, and helps us break away from the attempt to design for everyone. We need all product-team members to empathize with users and be willing to go the extra step to develop something that will work for the actual users. But if users are described in statistical terms and as broad profiles, that information will simply not lodge itself as deeply in team members’ brains as a distinct persona will.
Wireframing the solution
Wireframing the solution enabled the capture and playback of initial requirements following multiple workshops. Early testing drove key insights, focusing users on content and navigation rather than brand and interaction.
Mapping user flows
Mapping users flows helped us to optimise the overall navigation experience, whilst highlighting opportunities for improvements. They also became a useful form of communication with project stakeholders and developers.
Crafting the UI
The core UI incorporates three key elements: Foundations, Components and Patterns. Each of these reflect the brand and our design principles: Clean, authentic and distinct.
Heavy consideration has been placed on accessibility to ensure a global, engaging end-to-end experience.
Building out a design system
Foundations > Components > Patterns
Launching Insight
The first challenge in designing Serendata’s web app and website was to bring the new brand to life, balancing style with a thoroughly sleek and efficient user experience.
The second challenge was organising all of Insight’s different foundations, components and patterns — to create a product that would feel seamless and intuitive.
Product design outputs.
18 x Component types
7 x Established patterns
124 x Published screens
The outcome
A data-rich platform that monitors how change is being received. The product provides a single-source of truth, preventing the need to manage large complex transformation across multiple spreadsheets. An insight engine that informs users of recommended decisions based on the data inputted to thew system.
Latest progress
Provided a consulting firm with a unique selling point, revolutionising how they deliver change.
4 x Successful Beta Clients.
Approved next round funding.
Seemless Product Launch.
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