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
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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:
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How do professionals keep track of time spent on projects today?
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What projects/tasks do they keep track of?
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What do they do with that data?
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How much time do they spend on timekeeping?
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What are the pain points of their current timekeeping workflow?
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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:
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Current systems are often ‘jerry rigged’ to work, but most are not designed for tracking group billable hours
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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)
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A high level of accuracy was critical
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Firms had an average of 5 activities that they required tracking separately for billing purposes (range was 1-12)
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Staff spent an average of 1 hour per week tracking, at an average cost of $4k/year.
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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:
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What is the ROI of purchasing this device
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How easy is it really to set up & integrate into my system
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Will my people actually use the device
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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
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An interactive ROI calculator
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A call to action to exchange customer contact information in exchange for a free report
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Calls to action to sign up for a demonstration of the product
Sketching
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Determined hierarchy of the B2B page - lowest time investment at the top, highest at the bottom
Usability Testing & Iteration
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We produced rough wireframes in Balsamiq, tested using Invision.
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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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