CaseWare pricing model

May 21st, 2019 Posted by 0 thoughts on “CaseWare pricing model”

CaseWare pricing model

The challenge

In preparing to release its cloud offering, CaseWare was interested in finding out more about the relevance of its pricing model in a changing and increasingly competitive market. Our design challenge (the fundamental challenge we aimed to solve) was: How might we develop a pricing model that allows CaseWare to grow?

Our approach

We conducted qualitative and quantitative research:

  • Surveys across the entire customer base;
  • Focus groups for four market segments: CA, SAIPA, corporate, and accounting admin support;
  • Three rounds of low- to high-fidelity* prototype testing and iteration.

 

*Our prototype started as an Excel spreadsheet and evolved into an interactive interface with calculation functionality that allowed respondents to see total costs and discounts. The final version was developed in html that is high fidelity enough for CaseWare to incorporate into their website.

Our solution

Working closely with CaseWare, and at each stage incorporating feedback from their customers, we got clarity on what customers value and what might shift their willingness to buy certain products, creating potential new revenue for the client within the existing market. We also came to understand who fits into the target segment for this model and who doesn’t, giving CaseWare clarity about their market.

The result

The result was a more flexible pricing model that gives customers choice and increased value, presented in a usable and transparent interface. We made significant strides in the customer perception of paying only for products and services they need and use.

Client

Financial software provider and developer

Services

Cloud software pricing model

Home loans value-adds

September 25th, 2018 Posted by 0 thoughts on “Home loans value-adds”

Home loans value-adds

The challenge

A financial services entity approached us wanting to understand how to package and market a value-added service (available via their app) to their existing home loan customers. They wanted to learn what the homeownership journey means to their customers, and how this value added service can help at various stages.

Our design challenge: How might we market this platform in a way that gives it traction with its intended audience?

Our approach

We conducted four focus groups to understand user behaviour and tendencies and to observe a group response to the concept of the mobile app’s value added service offering. We wanted to find out about respondents’ experience of taking out a home loan, as well as which platforms they might engage with to achieve this.

Our solution

We created a value proposition for the app.

The result

The client had a clear understanding of its market segments and how best to tailor their service to each segment, resulting in an offering that will find traction with its market.

Client

Financial services business

Services

Mobile app concept testing

Nedbank Insurance

September 25th, 2018 Posted by 0 thoughts on “Nedbank Insurance”

Nedbank Insurance

Nedbank commissioned design research in support of an IoT product concept. Tenaka was tasked with testing key assumptions relating to the value proposition as well as validating early stage ideas around the pre-contemplation and contemplation stages of the customer journey. 

The research showed that two thirds of respondents were interested in the solution (product-market fit), as well as highlighting differences around value perception. We created customer personas and collaborated on journey maps based on our research findings. The solution has since been launched to the Nedbank Home Loans customer segment with installations across South Africa.

The challenge

Nedbank Insurance proposed that a large number of geyser-related insurance claims could be prevented using smart geyser technology in the form of a geyser sensor – both a means of generating early warning signs of geyser issues, as well as a step towards home automation.

Our job was to establish product-market fit: are homeowners concerned about geyser-related issues and would they welcome technology that kept them in touch with their geysers better?

Our design challenge (the fundamental challenge we aimed to solve) was: How might we establish desirability for smart geyser technology among middle-income South Africans?

Our approach

We conducted in-depth interviews, sent out surveys and did secondary research. The purpose of the secondary research was to better understand:

  • the current internet of things (IoT) landscape
  • beliefs and behaviour around geyser use
  • possible barriers to uptake of the technology.

 

To make sense of the data, we used affinity mapping and created codes using data analysis software, which allowed us to rapidly explore relationships between data points and groups.

Our solution

Our findings included that the market holds different beliefs around energy consumption – some based on myth – but they share a need for convenience and control; and that motivations for and approaches to saving energy vary. We created customer personas and journey maps that accommodated the varying needs and beliefs of the market, ensuring that the voice of the customer is immortalised and reflected upon at all stages of their interaction with the solution. These artefacts are working documents, and the journey maps serve as a blueprint for Nedbank to refer to and update as they implement the solution and learn through ongoing feedback from their customers.

The result

Nedbank Insurance’s smart geyser app went live, giving customers both the ability to control geyser electricity usage through the app on their cellphones and peace of mind that they are in a position to reduce damage resulting from geyser bursts. 

Client

Nedbank Insurance

Services

Concept testing; customer personas; journey mapping

Digicall | Business to business

September 25th, 2018 Posted by 0 thoughts on “Digicall | Business to business”

Digicall | Business to business

The challenge

Digicall approached us with a very important need: to grow their business. They had many business strategies in place to contribute to achieving this goal, but believed that greater awareness in the market of their brand and services would strongly contribute. They suspected there was a lack of awareness, internally and externally, about what they do. 

Our design challenge (what we aimed to solve for): How might we understand barriers to uptake of the entire range of Digicall products and services across Digicall’s B2B customers?

Our approach

We conducted one-on-one interviews with Digicall B2B customers and executives, did observational research with Digicall employees across their work environment, and sent out online surveys to Digicall execs and Digicall employees, group-wide. These combined methods allowed us to get a holistic view of the business.

Our solution

Discovering that a good business relationship is built on trust and connections throughout the hierarchy, it became clear that an education and unification strategy was needed.

The result

We created a new brand value proposition, customer personas and journeys, and brand and internal communications strategies – all of which depend on ongoing implementation and contribute to the greater objective of business growth through putting Digicall’s customer at the heart of what they do. Digicall is now implementing those strategies to improve its overall brand and customer service.

Client

Digicall | Business to business

Services

Value proposition design, customer personas and journeys, communication and brand strategies

BUSA

June 22nd, 2018 Posted by 0 thoughts on “BUSA”

BUSA

The challenge

How might we develop a website that positions BUSA as the apex voice of business in SA?

Our approach

We conducted one-on-one interviews with BUSA stakeholders including business, labour and government to understand their information and communication needs.

Our solution

Our research revealed that BUSA members need up-to-date information around policies and legislation, so we gave this priority in a current, easy-to-navigate website.

The result

Even though our focus was on the website, we used our design capabilities to refresh and elevate the BUSA brand, as well, bringing a fresher and more accessible platform to BUSA members.

Client

BUSA: Business Unity South Africa

Services

Website research, design & development

Offix Office Furniture

June 22nd, 2018 Posted by 0 thoughts on “Offix Office Furniture”

Offix Office Furniture

The challenge

Offix, a producer and distributor of office furniture, wanted to enhance their offering in support of interior design clients. Our design challenge: How might we help interior design consultants to provide solutions for their clients?

Our approach

We recruited a sample of interior design consultants (both clients and non-clients) and conducted in-depth interviews with them to understand their needs and the needs of their clients. Based on our findings, we then converged into low-fidelity prototypes and tested these ideas with the same base.

Our solution

We designed and developed a comprehensive online catalogue for Offix office furniture, with in-depth search and filtering functionality. This also included login, download and lightbox functionality specifically tailored to the interior designers’ needs.

The result

Offix’s online catalogue offers greater flexibility, searchability and personalisation to facilitate more effective conversations between interior designers and their clients and to give interior designers greater control over their ordering experience.

Client

Offix Office Furniture

Services

Communication research, low-fidelity prototyping, website design & development

Volkswagen | Master sessions

June 22nd, 2018 Posted by 0 thoughts on “Volkswagen | Master sessions”

Volkswagen | Master sessions

The challenge

Volkswagen (VW) Group’s Customer Centricity Program (CCP) identified a gap in VW’s relationship with their dealers – a lack of trust and cooperation. 

Our design challenge (what we aimed to solve for): How might we rebuild VW’s relationship with their dealers so that they may collaborate and cooperate in improving the customer experience?

Our approach

We collaborated with the CCP team, engaging with VW dealers and dealer principles, to find out how the CCP could improve their service to dealers. Through a coffee-themed workshop experience, we encouraged dealers to open up about some of the challenges and wins of running a VW or Audi dealership. Coffee served as a metaphor for customer service: the perfect cup comes from selecting the right bean, grinding it just the right amount, brewing at the perfect temperature. The need for detail and processes to deliver a great customer experience becomes evident. Bean There coffee joined us to demonstrate and educate the group about the perfect cup of coffee.

Our solution

The sessions showed us that a great customer relationship comes from balanced internal relationships based on trust and support. We suggested an ongoing awareness program throughout VW that would cultivate mutual respect and collaboration across divisions and lead to greater customer satisfaction.

Client

Volkswagen | Master sessions

Services

Qualitative research

Nedbank

January 23rd, 2016 Posted by 0 thoughts on “Nedbank”

Nedbank

The challenge
  • Understand online shopping behaviour of millennials (trends, habits hacks & preferences)
  • Understand unique triggers and behaviours of the younger millennial segment
  • Frame learnings to inform the development of an online marketplace
Our approach

We ran focus groups, co-creation workshops, guided storytelling, concept testing and remote ethnographic research with a sample of 55 young people, ranging from 15 – 35 to understand their sentiments and desires around, retail, lifestyle experiences, travel and service.

Our solution

Derive market insights, define motivators for our particular segment and identify behaviour and overall user experience to shape the design and user experience direction of the platform and its offering.

We formed our initial insights by understanding our target market’s relationship to brands, identifying who their key influencers are, as well as forming buyer archetypes based on our findings across retail, travel, lifestyle and service.

The results

Our extensive research led us to an intimate understanding of our target market, including:

  • Their experience principles that guide their buying behaviour
  • How they relate to brands
  • Why and how they travel
  • Their preferred travel destinations
  • How they fund their travel
  • Their most important, unaddressed jobs in terms of service offerings
  • Pre-, during- and after-sales purchase behaviour
  • Key opportunities for differentiation with our platform.

All in all we played a central role in developing a user-focused platform designed to speak to the heart of a well-considered target audience.

Client

Nedbank

Services

Marketplace customer segment research & concept testing