Just ask Fitch Ratings. When their enterprise research platform started bleeding subscriptions, they tried aiming a series of visual design hotshots at the problem. But the product’s issues were more than skin-deep. It needed a fundamental reconceptualization by a designer with experience in research, usability, and crossfunctional collaboration.
FitchConnect needed way more than a refresh. But that product’s look was not inspiring confidence. So I revamped the aesthetic and made the UI responsive.
Talking design with your Product Org can be challenging when they’re all a city away, breathing the rarified air of Wall Street, and believe mainly in numbers.
Let’s face it, most B2B applications are pretty confusing. Which makes usability the perfect way to separate yourself from the competition.
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The MedTech market is saturated with online solutions, each vying for your doctor’s attention. Most of these tools are woefully unusable. This is an opportunity to differentiate your MedTech product by ensuring doctors can use it right out of the box. No help files. No training. That’s what I did for Epic, the most popular medical records system in the market.
Your clients don’t want to read your manuals. They don’t want to wait till their staff is trained to use your product. They don’t want to call your helpdesk.
It’s 10am in Bangladesh, but it’s 11pm in Chicago. Your best offshore developer can’t tell what you need him to code from the scanty mockups he’s looking at.
There is only so much that’s technically possible at any given point in the arms race of features between your competitor’s product and your own.
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If not, how can she understand your users?
Can she speak for these users in a room full of technical and business people? If not, how can she collaborate?
Understanding their business and their users is how I designed the second most popular tool in the Electronic Data Interchange (EDI) market for Cleo Communications. Because I was able to bring design thinking to the board room, this product has helped quadruple their enterprise valuation in the seven years since its launch.
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