A product built to the brief, but not for the people using it

Great People came to us after a previous agency that did exactly what it was told and never questioned the user experience. Several attempts in, they had an ambitious, complex vision but not a product that was clear, commercially sharp, or ready for the enterprise. They did not need more execution. They needed a partner who would challenge the direction: work out who would actually use this, when and why, and what they would pay for, then take a sprawling idea and their existing design system and reinvent both so the product could work across very different sectors and demographics.

We went right back to the drawing board and started with the people. We defined the user personas, the sectors they sit in and their real use cases, then split the product into three core verticals: people intelligence, customer experience management, and operational reputation management. From there we designed the whole thing end to end, onboarding, billing and the full product lifecycle, and reinvented their existing design system into one that could flex across every sector and demographic. We defined eight key user demographics and gave each its own user flows and product positioning, and we added a mobile app so employees, not just the employer, get value from the platform. To pressure-test it all, we built a master prototype of hundreds of screens for full end-to-end stakeholder demos and user testing.