SAAS Branding & UX Case Study —Catalyst
Background
In 2019, the COVID-19 pandemic hit the globe and work from home became the new normal for most companies. It became more difficult for companies to track their employees’ productivity and various methods were used. Popularity with project management tools was ever-increasing, remote working models were exploding and startups had more work then they could handle.
We saw an opportunity to provide a much-needed service. We geared up and forged ahead crafting a brand and business around this engine.
Exploration & Ideation
How could businesses or industries benefit from productivity tracking engine? What are a business’ day to day pain points and motivations?
We began interviewing contacts across various industries. From small software development companies to service providers, we were able to get across a wide spread of the potential market.
“I want to see why it’s taking my employees so long to complete their tickets. We’re averaging 70% completion per day delivering our projects.” — Hasnain A., Expando
1. Customer Persona Workshop
Gave us a general understanding of what industry type our potential clients belong too, their responsibilities, motivations and pain points.
2. Mind Mapping & Value Prop Canvas
Insights from our personas allowed us to develop a mind map for the product and a value map. Identifying pain relievers & gain creators for our customers.
3. Reviewing the Value Proposition Fit
Are products and services addressing essential customer gains and pains? Where are the gaps & opportunities?
4. Assumption Mapping
We brainstormed solutions & captured them in the form of assumptions and then sorted these by risk.
Synthesising User Research into a Value Proposition
“Catalyst’s automated productivity tracking engine saves hours of manual time logging while minimising misunderstandings and maximising on-time project deliveries.”
Branding
After much deliberation, we settled with the name Catalyst. It was memorable and simple. Some top considerations included: Elements and Dash. I dusted off my old logo design skillset and got to work. I chose purple as our primary colour to reflect power/ambition and, for our secondary, orange as a homage to the parent company, Plan Z.
Component Library
I created a component library, allowing me to craft the interface of the product with speed. This also gives the development team all the basics and variations needed.
The Website
Our product could be used strictly as a desktop app into our customers’ existing laptops, or as a stand-alone dashboard that delivers the majority of the features businesses would need to optimise and save.
Desktop App
Beautiful Desktop application interface was designed to ensure users have a seamless experience and want to play around the application while applying minimalism and lean UI practises at the same time.
The Dashboard
The dashboard gives our users the ability to track time, manage projects and to-dos and keep track of their productivity. It is an all in one solution for small to medium-sized businesses. From everything for IT companies to online e-commerce stores, the dashboard not only manages time tracking automatically, but it also gives real-time access to user progress throughout the day as well displaying a leaderboard to compare their stats with other team members.
Catalyst — User Dashboard
The Admin Portal
Our Admin portal gives our HR managers, founders and the team leads. clear productivity levels of all the team members for the day, allowing them to get up and running without any manual planning necessary. Special attention was given to keep the interface as lean and simple as possible to avoid confusions and enable ease of use.
Catalyst — Admin Dashboard
