Greenhouse GroupMarketing intelligence platform
BaaS is the online marketing intelligence platform of the Greenhouse group, an umbrella organisation for four successful and innovative digital marketing companies: Blue Mango Interactive, Fresh Fruit Digital (online marketing agencies), We Are Blossom (social media), and Source Republic (SEO and content marketing).
On a daily base the BaaS platform plays a key role in helping Data Technologists and Data Scientists to transform data into bite-sized insights for the Greenhouse Group and its clients and stakeholders.
As part of the revamp of BaaS, Vi. was asked to create an improved and user-centered experience for this platform, meeting the following objectives:
– Create a generic workflow for all users and stakeholders
– Design a strong foundation for future functionalities
– Make Excel a tool of the past
In order to create services with interfaces that would appeal to a broad diversity of users using a variety of workflows, Vi. defined the term “desirability” as a universal concept to enhance adoption and viability. Desirability consist of three main values:
UTILITY — What the service offers the user, at a functional level
USABILITY — How easy is it to interact with a service
PLEASURABILITY — How pleasurable the interaction is at an emotional level
How to design for different business objectives?
To build tools for such diverse workflows, our process begins with knowing who we are designing for by:
In close collaboration with the highly skilled Development team of Greenhouse Group we layered the foundation for a faster, more user centric service. As a result the data became more complete and more relevant, resulting in a more pleasurable experience for the Data Technologist and Data Scientist of Green House Group.