Graz, Austria

Timeular

THE CHALLENGE

Primary Project: What entices B2B customers excited about a product. What needs do they have that are different from the B2C customers?

 

Secondary Project: What can be done to improve the B2C website?

APPROACH & KEY INSIGHTS

Primary Project: User interviews, surveys, and a comparative analysis revealed that key decision makers value:

 

High ease of use so that the product will likely be used consistently by their staff

 

High ROI with numerical backup

 

Easy integration into current apps

 

Secondary Project: We performed a heuristic evaluation on the existing website.

 

THE SOLUTION

Primary Project: The Timeular B2B landing page addresses B2B customer needs, concerns and level of engagement. 

 

Secondary Project: The heuristic review listed items for improvement, ranked by severity as well as suggestions to reiterate and clarify the product's value proposition.

 

CONTEXT & CHALLENGES

Industries that require accurate billable hour records spend a lot of time keeping track of their records. Timeular manufacturers the Zei° which is an eight-sided die that tracks time spent on up to eight projects/tasks with an easy flip of the die. 

 

Timeular needed a B2B site that would capture the interest of and articulate the device's value proposition to the financial decision maker. 

 

They also needed assistance in evaluating their current B2C site and requested recommendations to increase conversion rates.

DISCOVER

Our hypothesis was that managers want an easy to use timekeeping solution but want to ensure that the most pressing concerns about the product need to be addressed by Zei°’s B2B page.

 

Objectives of our research: 

  • How do professionals keep track of time spent on projects today?

  • What projects/tasks do they keep track of?

  • What do they do with that data?

  • How much time do they spend on timekeeping?

  • What are the pain points of their current timekeeping workflow?

  • What concerns do they have about adopting a new timekeeping method?

USER INTERVIEWS

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SURVEYS

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SYNTHESIS

From our research, we found a few themes that would guide our design process:

  • Current systems are often ‘jerry rigged’ to work, but most are not designed for tracking group billable hours

  • Employee workflow must be interrupted as little as possible (staff often don’t use current time tracking methods because they forget or the methods are disruptive)

  • A high level of accuracy was critical

  • Firms had an average of 5 activities that they required tracking separately for billing  purposes (range was 1-12)

  • Staff spent an average of 1 hour per week tracking, at an average cost of $4k/year.

  • While tracking billable hours was a priority, there was also some interest in identifying & reducing inefficiencies

 

When speaking about evaluating a time tracking device, the financial decision maker's areas of concern included:

  • What is the ROI of purchasing this device

  • How easy is it really to set up & integrate into my system

  • Will my people actually use the device

  • Do I have a manager dashboard to track my staff

 

 

EMPATHY MAP

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AFFINITY DIAGRAM

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PERSONAS

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IDEATION & ITERATION

We first brainstormed a few features that address the needs and concerns of the B2B financial decision makers and the needs of Timeular, sketched design ideas and then performed iterative usability tests. 

 

Key features included

  • An interactive ROI calculator 

  • A call to action to exchange customer contact information in exchange for a free report

  • Calls to action to sign up for a demonstration of the product

 

Sketching

  • Determined hierarchy of the B2B page - lowest time investment at the top, highest at the bottom

 

Usability Testing & Iteration

  • We produced rough wireframes in Balsamiq, tested using Invision. 

  • We performed 10 usability tests and four iterations. 

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SOLUTION & DELIVERABLES

Personas

Site Map

Site User Flow

Annotated wireframes for 

Mobile

Tablet

Web wireframes

 

Heuristic Review & recommendations report

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LEARNINGS

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TESTIMONIALS

“"It's incredible how quickly Lucretia and Dave were able to understand our business and find the spots where they can add value. On top of that I was even more impressed of the highly valuable output in such a short time frame and just a little input from our side."

Manuel Bruschi, Timeular Co-founder

Branding

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Storytelling

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DESIGN

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Consulting

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BOSTON

ECL HALL,

BOSTON

16   /   06   /   2023

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This is a great space to write long text about your company and your services. You can use this space to go into a little more detail about your company. Talk about your team and what services you provide. Tell your visitors the story of how you came up with the idea for your business and what makes you different from your competitors. Make your company stand out and show your visitors who you are.