I was contacted by the team at Northsea. They had a MVP that was already in use with top-level consulting clients. Their product automates the customer survey process. This is an integral part of most consulting cases and they identified a way they could drastically speed up the creation and synthesis of these surveys. In addition to this, they could then leverage the data to drive deeper insights using dramatically fewer resources.

The team at Northsea had done some intial user research and realised that they needed help with the user experience of their app. In addition to this, they also needed a brand that would sit with a new wave of AI-first companies.

To start, we worked together on design strategy. We wanted the brand to be confident, professional but also human. We worked through several different directions and settled on a brand that was clean, forward-focused and also slightly traditional. This slight paradox makes the brand stand out from an industry of homogenised brands, while also allowing it to play with the incumbents.

To start, we worked together on design strategy. We wanted the brand to be confident, professional but also human. We worked through several different directions and settled on a brand that was clean, forward-focused and also slightly traditional. This slight paradox makes the brand stand out from an industry of homogenised brands, while also allowing it to play with the incumbents.

On completion of the branding, we started to develop the web app. Northsea had a functional MVP which we remapped and consolidated to make the user experience more streamlined. We based the ideal user flows on feedback from interviews conducted with current and future users.

We focused on making onboarding as seamless as possible and in the process of learning the platform, the user creates their first survey. This shows them how simple it is to create a questionnaire and it also gives them acess to the analytics suite.

An additional benefit of Northsea is using synthetic respondents to get an answer-first approach which gives users an instant impression of the responses they will get. This system uses AI to create ideal personas which then answer the surveys, giving instant feedback into which areas perform well and which areas give unideal answers. This allows for extremely rapid iterations.

There is also a full commenting system which allows partners to leave feedback and which consultants can fix themselves or use AI to suggest best fixes. 

Once the survey is ready to go live, Northsea can send the survey brief to selected partners, giving users a quick and easy way to launch their survey without leaving the Northsea ecosystem. Quotes can be generated instantly and prices can be negotiated inside the platform making it easy for users to compare and contrast the best pricing and timelines.

In the backend there is also a full client management suite, allowing different users to set permissions, give and remove access and keep an index of both clients and respondents.