Shaping next generation products

User-centred application design case study

The challenge

Aligned Assets are re-platforming their core gazetteer product, Symphony iManage, from an installed .NET solution running on Windows to a fully hosted, cloud & browser-based solution.

Though the application is best of breed in the marketplace, Aligned Assets recognise that the Symphony iManage user experience is no longer best practice, with out-dated design patterns and lack of portability to other devices.

Without the dedicated design resource and expertise internally, Aligned Assets turned to Conduit for user experience consultancy and software design skills to help them achieve their aims:

Key objectives

Aligned Assets

Aligned Assets specialise in address management and GIS solutions for local authorities, emergency services and utility companies. They have a portfolio of software products for searching, visualising and maintaining complex spatial, address and location information.

The solution

The first step was to marry the business and customer perspectives. Interviews with key personnel involved in all stages of the product lifecycle enriched the understanding of the wider strategic and operational context of the project, enabling us to clearly define the priorities, scope and success criteria.

In order to gain valuable insight from the existing solution, our UX consultant conducted research with customers, to understand how they used the software in the context of their roles and how well it meets their needs.

The findings were documented in realistic customer personas and journeys, which mapped tasks, pains, needs and behaviours. These were shared with the Aligned Assets team to establish a collective empathy and understanding of the customer voice.

With a clearer picture of the current user experience, the next step was to identify opportunities to remove friction, address unmet needs and avoid the pitfalls of the existing version. Ideas were brainstormed with the team and documented in visual storyboards that captured the vision for the next generation experience.

The user stories generated were collated in a Product Story Map and prioritised by the team collectively, based on feasibility, benefits for business and customer. This enables us to focus on the activities that deliver the greatest gains for both the business and customers, plus begin to define a development roadmap.

With the vision and priorities clear, the detailed design was developed, starting from initial sketches that evolved into a tactile and polished Axure prototype. The prototype was used to validate the proposed user interface with real customers and to provide design specifications to the development team for the implementation phase.

The user stories generated were collated in a Product Story Map and prioritised by the team collectively, based on feasibility, benefits for business and customer. This enables us to focus on the activities that deliver the greatest gains for both the business and customers, plus begin to define a development roadmap.

With the vision and priorities clear, the detailed design was developed, starting from initial sketches that evolved into a tactile and polished Axure prototype. The prototype was used to validate the proposed user interface with real customers and to provide design specifications to the development team for the implementation phase.

How we helped

Outcome

Conduit delivered a repeatable product design process, using user centred design principles that married the needs of customers, the possibilities of the platform and the business objectives.

The project is now in the implementation phase and Conduit continue to be involved to help ensure that the proposed design and user experience are successfully translated and implemented.

Customers have responded very enthusiastically to the proposed UI, which offers them the following key benefits:

I had no hesitation in employing Louise to shape the next generation of our already successful product range. I have worked with a lot of talented people in the world of software development, but I would class Louise as one of the best. Her knowledge of the latest industry trends, married with her ability to grasp our business and our customer's needs and translate them into beautiful, efficient and user friendly designs is a rare talent.

Dinesh Thanigasalam, Co-owner, Aligned Assets

Get in touch about your project

If you would like to know more or would like to chat your requirements, we would love to hear from you:

This website uses cookies to ensure you get the best experience on our website.

Download our free

Loyalty key principles guide​

Your privacy is important to us. We will not share any of your information with anyone ever. No way, no how.

Download our free

Data Zen White Paper

Your privacy is important to us. We will not share any of your information with anyone ever. No way, no how.

Download our free

Performance Measurement Toolkit​

Your privacy is important to us. We will not share any of your information with anyone ever. No way, no how.

Download our free

Customer Acquisition Cheatsheet

Your privacy is important to us. We will not share any of your information with anyone ever. No way, no how.

Download our free

Persona template

Persona template

Your privacy is important to us. We will not share any of your information with anyone ever. No way, no how.