zeroed in
The existing platform served ZeroedIn well in its conception. However, as they added more features, it became cluttered and disjointed. The product had lost its identity and lacked a clear vision. We needed to start by understanding ZeroedIn's goals and ensure that their DNA was reflected in their web platform.
We began by familiarizing ourselves with the existing product and speaking with the ZeroedIn team to understand their goals. Given the complexity of the domain, it was critical to learn as much as we could about the people-analytics domain and the many different needs of the ZeroedIn users. To gather all this information, we completed several research and analysis activities:
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Reviewed existing consulting reports and documentation
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Conducted competitive analysis on other people-analytics platforms, as well as data visualization tools
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Generated an interaction map to understand the existing site’s flows
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Created a sitemap to visualize how it was organized and get a sense of its complexity
Finally, we identified three target personas that represented the various ZeroedIn users: HR analysts, Sr. people analysts, and HR executives. We outlined their unique points of view and as-is user journeys to help us align and focus on their needs.
Experienced leader responsible for strategic decision-making in human resources. Focuses on aligning HR initiatives with overall business goals and relies heavily on analytics and data insights to guide critical decisions.
Organized and detail-oriented individual who uses data to support daily HR operations. Thrives on productivity tools, meticulous planning, and continuously seeks new solutions to optimize workflow and efficiency.
Once we finished the research phase, we collaborated with the ZeroedIn team to develop a product strategy. This involved multiple rounds of alignment and planning that resulted in a three-pronged approach, clear to-be journeys, and a set of design principles.
focus on key initiatives
To make the platform more useful and effective, we had to make some hard choices. We removed features that were less useful and didn’t align with the product’s value proposition.
Add meaningful value to customers
We also doubled down on the key experiences and features that were working, to serve ZeroedIn customers better and live up to their goals.
streamline offerings
Finally, we streamlined the interaction flows and journeys to reduce the friction and learning curve of the platform.
We also defined a set of design principles that we felt were most important for our users and were valuable standards for us to reference during the design process.
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Reusability: recycle components and patterns
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Honesty: everything visible is usable
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Clarity: transparency in what one can see and use
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Simplicity: no excess
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Consistency: standardized experience
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Accessibility: desired outcomes are within reach
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Respect: experienced users are rewarded
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Collaboration: users can easily work together
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Aesthetics: looks & feels great
After establishing a clear product strategy, we designed all key screens for ZeroedIn’s platform. Our goal was to craft an intuitive, user-friendly experience that simplifies HR analytics workflows, making complex data accessible and actionable.
Once we felt confident in our design direction, we conducted concept validation sessions with target users. All the research participants were existing users of the legacy ZeroedIn platform. In our tests, we were able to cover the key elements of our design:
Interaction flows
Information architecture
Usability
Speed and productivity
Participants gave us valuable insights into what worked well with our designs, as well as areas where we could do further refinement. With this feedback, we were able to update our design and make it the best possible platform for the ZeroedIn users.
With validation and final refinements complete, we delivered the full design, along with brand guidelines and documentation. The clients at ZeroedIn were very pleased to receive high-quality design artifacts and deliverables within their time and budget constraints. Additionally, the M10 agency who hired us was delighted with the outcome and work we provided, which resulted in our continued collaboration on future projects and initiatives.
