Mission Statement

When I was approached by Tubics, they were in the middle of iterating on their current company strategy. Tubics is an agency which delivers both on the consultation front, but also on the self service side with a strong software suite. I joined them to make sure their new strategy would align well with a user centered approach

Challenges

Content is king?

Tubics self service customers primarily used the software to optimise their existent content, rather than change their strategy. This in some sense is like fixing the symptoms, not the cause.

Static friction

The onboarding process of the Tubics suite was quite cumbersome while also struggling to deliver the right message: Build a content strategy first!

Pulling in two directions

One half of the company believed that the company should focus on self service, while the other one desired to push the business as an agency.

Strategy

Identify the gap

The first step was to identify the current issues in the software product. Only this way we would be able to estimate its potential and how well it would align with the business strategy

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Project the future

In the next step we would build a working prototype of what a futuristic version of Tubics could look like, adressing the current issues and utilising state of the art technology

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Saying goodbye

Finally, I would present the findings to Tubics and provide them with my own voice while formulating the new business strategy. The goal was to provide them with all information necessary to make an educated decision of their own

🧑‍🔬 explore further

Identify the gap

Understanding the motivation

An issue is a matter of perspective. What might be detremental to one business strategy can make entirely sense in another. Therefore the first step always is to understand the context. I made sure to research and understand the reasoning and motivation behind Tubics as an agency. Thankfully, there were lots of materials available, including pitch decks and white papers

Snapshot the present

Equiped with an appropriate lens, it was time to look at the product and how well it was aligned with the agency. The two primary issues identified was the relatively high friction during the sign up process, but even more importantly, the lack of guidance towards the theory outlined in the agencies whitepaper.

Project the future

Don't shoot the messenger

I compiled a small research report for Tubics, which would outline all the main findings. The main content was a series of suggestions how the software product could be improved, starting with small scale iterative improvements, going all the way into a long term coherent product vision. This vision would entail gamification elements to nudge users towards the whitepaper methodologies

Put the box aside

Tubics gave me the go to create a prototype which would showcase some of the concepts presented in the report and I joined up with their tech consultant. As a first step, we made sure to deconstruct Tubics as a software concept into its elementary components and reorder them into a coherent structure through card sorting exercises

Rome WAS built in a day

We used that architecural framework to conceptualise a small vertical slice of what Tubics could look like. Within less than a week worth of time, we created a prototype heavily utilising Artificial Intelligence to guide users in their decisionmaking process. Features would include automated YouTube comment analysis which would summarise the community sentiment towards a particular channel, as well as a set of gamified metrics which would clearly show how well the users content strategy aligns with their own strategic goals

Hey, I'm Matt! I worked for various companies as a dev manager, including Sony Entertainment. I also created a nocode tool called Harmony which Michal used to create the frontend of the prototype. My latest craze is Artifical Intelligence!

Matthew Cloy

Saying goodbye

Back to the roots

The prototype was presented to the members of Tubics to gather their feedback. This would serve as the basis for a two days workshop with all the key stakeholders. We would go another step back deconstruct the very foundation of their agencies philosophy. This would create a clear picture on which parts still fit and which ones had to go

The future is yours!

Tubics now had everything that they needed to align their company vision into one common direction. I provided them with a user journey which summarised the insights from the workshop, which would also serve them as an artefact to keep everyone aligned in their day to day business

The result

An agency reunited

Given the revenue streams, Tubics decided that the self service vision wouldn't align well with their most profitable clients. The prototype would serve as a proof of concept for an internal company tool which would allow them to service their customers with increased efficiency and faster employee onboarding.

Tubics as a whole was now aligned and pulling into the same direction. They made sure to celebrate it, kicking off of their new journey during a company trip! (it was not Disney Land)

Hey, I'm Matthias! I'm one of the founders and CEO of Tubics. I was impressed by Michal's ability to quickly turn complex business requirements into clear, user-friendly designs. His efficiency and attention to detail make him a valuable asset for any UX project. Highly recommended!

Matthias Funk
Jealous?

No need to be! I got all the resources to make your project just as awesome and beyond! How about we have a short talk and exchange about your requirements?

Let's talk!

Ready to
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Maturity Check

9 points required to pass

How can design boost your revenue? (7 pts)

0 pts

It can make me avoid compliance violations

It can stop pesky customer support requests

It can reduce operational costs

It can facilitate buy-in of political stakeholders

It can help promise features that don't yet exist

It can attract better talent into my company

It can change my users personal preferences

It can improve my conversion during onboarding

It can exploit addictive patterns of humans

It can boost retention and customer loyalty

It can reduce the development effort

It can maximise the turnaround of key journeys

It can be the USP of my services

It can save the lifes of my customers

What makes great designs stand out? (4 pts)

0 pts

Can an Ai create great designs? (4 pts)

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