Hi, I'm Dale Archibald

Challenge

SEDNA users often relied on their legacy email clients' Customer Relationship Managers (CRM) to find contact information. The data stored in these email clients was more comprehensive than what was available in SEDNA's existing CRM. Recognising that this subpar experience caused users to leave the platform, SEDNA sought to improve its CRM design and data points. This was a crucial step to retain users, minimise the risk of clients reverting to other tools, and ultimately increase engagement on the SEDNA platform.

User Stories

As SEDNA Systems, we want to improve the collection, browsing and relationship tracking of one’s contacts, so that our users reduce their dependency on legacy email clients.

As a customs broker, I want to increase the number of data points I have on a contact, so that I can browse and access it within the platform to inform my communications.

Discovery

Based on an analysis of user behaviour and interviews, a critical insight was identified: users frequently left the platform to gather additional contact information, often returning with supplementary notes or WhatsApp numbers.

Research revealed two distinct CRM user profiles: Basic Users who needed minimal contact details like a name and email, and Commercial Users who required a more detailed contact view. While core actions like viewing, adding, and editing contacts were consistent, the primary need was for greater contact customisation.

Solution

The solution involved several key additions:

• Extra data inputs for contacts in the address book, including multiple emails, phone numbers, and addresses.
• The inclusion of notes assigned to a contact.
• Introduction of a side panel to display additional contact details.
• The CRM was aligned with a newly established design system, prioritising function and structure.

Challenge

SEDNA's desktop experience provided a comprehensive workflow, but customers were dissatisfied with the mobile experience due to subpar navigation and a cumbersome interface in the web-wrapped app. The goal was to create a native iOS experience without compromising the efficiencies of the desktop version. This included aligning with the new design system.

User Stories

As SEDNA Systems, we want a holistic experience across device types, so that we can increase the market share of on-the-go persona’s within the maritime industry.

As a freight forwarder, I want to access SEDNA whilst on-the-go inspecting a ship, so that I can communicate my discoveries in real time.

Discovery

Behavioural data from Mixpanel was used to identify a key group of high-mobile users and analyse their core habits. Data showed that 23% of users accessed the existing mobile app daily, primarily to read emails, and were most active before and after work. This led to framing the mobile app as a supportive tool for the desktop experience, not a replacement.

Initial wireframes were created in Figma with simplified navigation and a "lite predictive assistant" to test assumptions. In-person interviews revealed that users found the streamlined navigation highly satisfactory, but the "lite predictive assistant" provided no value. The design was refined to prioritise seamless search and browsability, making features like the inbox filter more accessible for one-handed use. A pre-alpha trial in Oslo, Norway, confirmed the effectiveness of the design changes.

Solution

The native iOS app delivered:

• Simplified navigation centred on inbox, search, and account—the core flow for mobile.
• Offline capabilities, ensuring tasks could continue uninterrupted in low-data environments.
• Streamlined search and filters, designed for one-handed use, are critical in on-the-go scenarios.
• Alignment with the new design system, bringing consistency across platforms.

The results were clear:

• A 68% reduction in dissatisfied responses.
• A 52% increase in daily active users during alpha and beta phases.
• Significantly improved perceptions of usability and reliability.

Challenge

For solar installers, the primary goal is to increase installations. While solar design platforms streamline administrative tasks, a significant amount of time and effort is wasted on marketing and finding new "hot" leads. The objective was to leverage Easy PV's powerful backend automations to create a lead generation tool for homeowners. This would help installers reduce time spent on marketing and focus on installations. The main goal was to attract "hot" leads who were already actively interested in solar panels via a quick quote tool.

User Stories

As EasyPV, we want to increase the number of projects on a users profile, so that we can increase the number of hardware sales.

As a solar installer, I want a tool that helps me quickly filter “hot” leads, so that I can spend my time on the most promising prospects and close more sales.

Discovery

Through informal one-on-one chats with users, a key insight was that installers did not want to spend time designing for "lukewarm" clients. They needed a tool to empower potential leads to get a rough idea of a solar design, ensuring leads were as "hot" as possible. The manual lead generation process pulled them away from installations, highlighting a significant market gap for an automated tool.

This led to the creation of the Easy PV Self Quote Tool, an embeddable, low-touch web application. It can be added to an installer's website with a "Free Quote" button, taking potential customers to a seamless lead generation experience. Research helped define a quality lead as someone who fully completes the form, ensuring installers focus on the most qualified prospects.

Solution

An embeddable, low-touch web application for solar installers' websites.

• Using AI, it creates systems for homeowners based on their roof and the installer's preferred products.
• "Hot" leads want instant answers, so the tool has three simple steps that can be completed in less than 10 minutes: select property, review system designs, and submit a quote.
• Upon submission, the lead is added to the solar installer's Easy PV profile.
• The tool is optimised for mobile use, fully responsive, and integrates seamlessly with an installer's website.