What's this about?

When I was approached by Tubics, the whole company was divided into two fundamentally opposing strategies. I provided them all the pieces needed to align in one shared direction:

  • An audit with recommendations for quick wins and long term strategy
  • An AI-based prototype providing a glimpse into the product's future
  • A strategic workshop that lead them to their final decision

Challenges

Content is king?

Tubics self-service customers mainly used the software to optimise existing content instead of shaping strategy. In other words, it treated symptoms, not causes.

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 product's current issues. That made it possible to assess its potential and its fit with the business strategy.

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Project the future

Next, I built a working prototype of a future facing version of Tubics. One that addressed the current issues and used state of the art technology.

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Saying goodbye

Finally, I presented the work to Tubics and helped frame their next business move. The goal was to give them the clarity they needed to make an informed decision.

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Identify the gap

Understanding the motivation

Problems depend on context. What hurts one strategy may support another. So I started by understanding the business context behind Tubics as an agency. Fortunately, there was plenty of material to work with, including pitch decks and white papers.

Snapshot the present

With the right lens in place, I reviewed how well the product supported the agency model. Two issues stood out: high friction in sign-up and a lack of guidance toward the methodology outlined in the agency's white paper.

Project the future

Don't shoot the mes...

I compiled a concise research report, outlining the key findings and my recommendations. These ranged from small, iterative improvements to a longer-term product vision, including gamification elements to nudge users toward the agency's white paper methodology.

Put the box aside

Tubics then asked me to turn parts of that vision into a prototype, and I teamed up with their tech consultant. We first deconstructed the product into its core components, then reorganised them into a clearer structure through card sorting exercises.

Rome WAS built in a day

Using that framework, we built a vertical slice of a next-gen Tubics vision. In under a week, we created an AI-powered prototype with comment analysis to summarise audience sentiment and gamified metrics to expose how well a creator's strategy aligns with their 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 Tubics team to collect feedback. It then became the basis for a two-day workshop with all key stakeholders. Together, we stepped back and re-examined the foundations of the agency's philosophy to see what still fit and what needed to change.

The future is yours!

Tubics left with a shared direction. I also delivered a user journey that captured the workshop insights and gave the team a practical artefact for staying aligned day to day.

The result

An agency reunited

Based on its revenue model, Tubics decided that a self-service direction would not serve its most valuable clients. Instead, the prototype became a proof of concept for an internal tool that could improve service delivery, increase efficiency, and speed up employee onboarding.

With the team now aligned, Tubics could move forward in one direction, and they marked the moment with a company trip.

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!

NEEEXT!!!