Mfour Studio is a flagship consumer research SaaS platform. The primary goal of the platform is to allow individuals and businesses within the consumer research space to view and analyze research data and quickly draw conclusions about consumer behavior.
Atlas Studio is a flagship consumer research SaaS platform. The primary goal of the platform is to allow individuals and businesses within the consumer research space to view and analyze research data and quickly draw conclusions about consumer behavior.
Within the market research space, there are a lot of disconnected data sources with conflicting signals, making it difficult for experienced and inexperienced decision makers to make reliable decisions. Mfour wanted to create a SaaS product backed by its consumer data that allowed users to make intuitive, streamlined decisions based on balanced data points.
I led the branding and UI/UX direction from inception to completion for the MVP of a flagship SaaS platform. After release, I later led the iterative process of redesigning the platform with improvements based on user feedback and scaling the product with additional features.
Create a simple/intuitive, balanced, connected SaaS product that allows decision makers to make data-backed decisions quickly and monitor those decisions over time.
Establish a unique brand identity for Atlas
Create an MVP version for market validation and (later) build toward a version 2
Create a unique brand identity that also complements the parent company’s brand
Determine the target persona and the type of data that would be relevant and actionable
Establish an MVP using Tableau and the associated UI/UX contraints
Time and resource constraints
A web application that uses data visualization to clearly communicate trends with consumer data
Granular filtering capabilities to allow users to narrow the data down to specific cohorts they are interested in
Utilize Tableau and Sigma to house the data and allow quick creation of visualizations
Together with PMs, developers, and additional stakeholders, I curated and led design thinking workshops to collaboratively guide the design process. I conducted separate sessions for brainstorming, journey mapping, and storyboarding.
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I collaborated with the marketing team to create a unique brand identity for Atlas that centered around the company’s principles of innovation, consistency, and connectivity. I designed the Atlas Studio logo as well as unique icons to be used for the tools within the larger platform. The story was grounded in the story of the God Atlas from Greek Mythology. The name was later change to Mfour Studio.
After initial release and market validation, I had the opportunity to create a custom UI for Mfour Studio. As a result of this process, I build out a design system that could be used for future iterations to create consistency across all designs.
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Feedback from the initial MVP taught us that we needed to refine our approach and modify the platform to better suit the individuals who would use it most. The team and I worked to create a single target persona based on all the client feedback we received.
The MVP version of Mfour Studio included a single service - Atlas Views. The data and visualizations were built out as multiple Tableau dashboards. The key goal at this stage was to present the data using easy to understand visuals and allow users to filter down the data set according to their interest. The team presented this version to clients and gathered feedback.
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The final Mfour Studio platform simplified the experience for users. I used unique landing pages to simplify the experience and allow users to clearly understand their journey. I also used intuitive components decrease barrier to entry and make the experience less overwhelming.
In conclusion, the MVP version of Mfour Studio was validated, which allowed the team and I to dedicate additional resources to improve the platform. At this point, I am utilizing user feedback to create customized user interface components for the platform that will make the user experience cleaner and intuitive. I am also adding additional features like dashboard personalization, product walkthroughs, and an in-depth onboarding experience.
Next steps for this project would be to continue building out the dashboard elements, user test the wireframes, and create high fidelity designs.