Core by Eccentrade - 2018
The aim of the Core platform was to take business information from over 400 sources on more than 13 million companies and present it all in a simple to use online platform for businesses throughout Europe.
My role in the project was complete UI and UX of both the website as well as the product itself.
Information is current scattered across multiple platforms, multiple paywalls or often does not exist. Collecting and making sense of this information is a time consuming process, and one that requires a certain level of expertise. Creating a platform for SME’s to access the data they need in a simple-to-use manner that works for them was the task of Core.
The opening dashboard, customised to each user displayed relevant information and customised monitoring for groups of companies.
Despite having a web-only service offering. With the future products and releases in mind, the choice was made to develop all screens in mobile first.
Gathering key project requirements
Sitting with stakeholders in both the sales, development and design team in the early stage of the redesign helped all involved start off on the same page. Outlining what we knew, what we wanted to know and what our desired outcomes were was vital to gain an understanding off before we began.
Team discussion and user feedback
As a small team, customer feedback for design concerns were addressed with everyone. This way, problems could be tackled collectively and solutions created that were feasible for all parties involved.
Understanding current and desired user flow
Onboarding was a big issue for the product. All sales were done via cold calling of potential customers. A more organic way of customer generation was a big topic to be addressed after the MVP. The designed platform would have to cater for adjustments in the future onboarding flow.
All ideas, flows and screens were wireframed in ultra-low fidelity through various whiteboard sessions. Subsequent refinement was done with wireframes on paper and on screen.
With the content addressed, wireframes were developed for developers and sales simultaneously to be able to both get a grasp of the technical architecture required as well as generate interest from both potential customers and investors.
The heart of the Core platform was to display company information. Organising what information belonged on which page was an exercise involving customer interviews and internal card sorting with the entire team.
Much like the opening dashboard, a mobile first approach was made. Much to our surprise, analytics showed that many customers were using iPads so responsiveness that catered to that was a big consideration.
The onboarding flow needed to cater for the current sales strategy of cold calling, as well as facilitate a future, more organic way of customer generation.
Analytics showed that many customers were getting near the end of the onboarding journey and subsequently dropping off. To combat this, at the point of most drop-offs, the opening dashboard would be displayed behind compulsory information, both showing customers they were near the end of the journey and getting them excited about the experience to come.
DASHBOard and Website
As well as a redesign of the Core platform, an accompanying website needed to be designed to both highlight the product, but also showcase other products Eccentrade had on offer. The decision was made to create a 2 layered navigation, highlighting both Eccentrade as well as creating a cohesive brand identity across products.
Custom graphics were created to highlight specific features of the product that differentiated it from competitors as well as highlighted features customers expected.
Our job is never done! - Gathering feedback
Despite a successful first response, the floor was open to any and all critique on design decisions for both UI and UX in order to identify potential problem areas and test with customers before development went underway.