Redesigned online marketing intelligence platform

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BaaS is the online marketing intelligence platform of the Greenhouse Group, an umbrella organisation for four successful and innovative digital marketing companies: Blue Mango Interactive, Fresh Fruit Digital (online marketing agencies), We Are Blossom (social media), and Source Republic (SEO and content marketing).

Client

Greenhouse Group

Services

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75+

In-house users

25%

More efficient

5GB+

Of daily data handling

The Project

As part of the revamp of BaaS, Vi. was asked to create an improved and user-centred experience for this platform, meeting the following objectives:

  1. Create a generic workflow for all users and stakeholders.
  2. Design a strong foundation for future functionalities.

Studio Vi was asked to make Excel
a tool of the past

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Desirability

To create services with interfaces that would appeal to a broad diversity of users using a variety of workflows, Studio Vi defined the term “desirability” as a universal concept to enhance adoption and viability. Desirability consist of three main values:

  • UTILITY — What the service offers the user, at a functional level
  • USABILITY — How easy is it to interact with a service
  • PLEASURABILITY — How pleasurable the interaction is at an emotional level
Image of the colour scheme used

Designing for different business objectives

As part of the revamp of BaaS, Studio Vi was asked to create an improved and user-centred experience for this platform, meeting the following objectives:

  • Using qualitative insights from user research in which we interview employees and stakeholders, mapping out their experiences and requirements. Also, we used a method that researchers call ‘contextual inquiry’ where we go to people and observe them in the environments that they use the service.
  • By using quantitative data to identify patterns in the usage of existing solutions and potential opportunities for us to improve them.
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Results

In close collaboration with the highly skilled Development team of Greenhouse Group we layered the foundation for a faster, more user centric service. As a result the data became more complete and more relevant, resulting in a more pleasurable experience for the Data Technologist and Data Scientist of Green House Group.