Context:
Data startup within a large IDE corporation;
High-tech product with a complex interface;
Dominance of the development team.
Problems:
Lack of design processes and research;
Focus on technological solutions;
Ineffective strategy during the transition of the business model (B2C → B2B);
Lack of brand positioning description and product value;
Dependency on the parent brand and third-party marketing.
Solutions:
I rebuilt task-setting templates, established a planning process in two-week sprints, hired missing design specialists, and conducted workshops and training;
Made research regular: introduced a system of side-by-side tests and in-depth interviews to implement the product strategy;
Developed a design system and carried out a redesign of the service, taking into account the new business model;
Found a relevant metaphor and defined a clear message for the brand. I connected the brand and the product with a unified tone of voice.
Results:
Successfully transitioned to a B2B model: sales doubled (see chart);
Сompetent design team was formed, and the design process was established;
Increased product satisfaction level (NPS 46%);
Сommunication strategy was created;
Reduced dependency on the parent brand, achieving a leading market status.
New brand identity:
Product: A collaborative data platform;
Proposition: A place for meditation;
Audience: Analysts, data scientists, researchers;
Character: A Japanese sage, monk;
Values: Purity, tranquility, respect for personal boundaries;
Mission: To help users be more efficient.