iSight
A platform empowering SMEs with AI-driven insights and strategic consulting
In the ever-evolving business landscape, small and medium-sized enterprises (SMEs) frequently encounter obstacles in strategic planning, growth, and decision-making. The need for reliable insights, industry connections, and actionable data-driven strategies is paramount. iSight, developed in collaboration with iTeams, addresses these challenges head-on.
This case study explores the development of iSight, from identifying key SME issues through rigorous research to creating a sophisticated digital solution. By integrating AI-powered analytics with user-centric design, iSight equips business leaders with the tools necessary to make informed decisions and drive growth. The journey of iSight underscores the transformative potential of UX design in shaping effective business strategies, setting a new standard for SMEs worldwide.
OVERVIEW
ROLE & DURATION
UX Researcher | Designer
User Research, Interaction, Visual design, Prototyping & Usability testing
May - Jul 2024
The Problem
Small and medium-sized business (SMB) leaders confront significant challenges in strategic planning, market competition, and operational efficiency. The lack of reliable consulting services, industry insights, and networking opportunities forces many to make high-stakes decisions with limited support. Traditional consulting, often expensive and slow, fails to provide actionable insights or align with real-time business needs, exacerbating these issues.
Without access to data-driven strategies and collaborative networks, SMBs risk stagnation in an increasingly competitive market. This gap not only hinders growth but also threatens long-term sustainability.
iSight addresses these challenges by offering SMB leaders AI-powered insights, on-demand consulting, and strategic networking tools. By bridging the gap between expert advice and practical execution, iSight empowers businesses to make informed decisions, optimize operations, and achieve sustainable success.
Desk Research
Our desk research analyzed market forces, industry trends, and macroeconomic factors to understand the challenges faced by small and medium-sized businesses (SMBs) in strategic decision-making. We identified key barriers, including limited access to expert consulting, high costs, and inefficient decision-making frameworks, while also recognizing the rise of AI-driven insights and subscription-based consulting models.
Secondary Research
To understand the challenges faced by small and medium-sized businesses (SMBs), we conducted extensive secondary research, drawing insights from industry reports, market trends, and macroeconomic data. The findings highlighted several critical areas impacting SMB leadership and strategic decision-making.
These insights formed the foundation for developing iSight, a platform designed to address these challenges by providing SMB leaders with AI-powered insights, strategic networking tools, and data-driven decision-making support.
Qualitative Interviews
To gain deeper insights into the challenges faced by small and medium-sized enterprises (SMEs), we conducted qualitative interviews with six candidates representing diverse roles and industries within the SME ecosystem.
This allowed us to delve into the complexities and personal experiences behind the data, ensuring that the potential solution is developed with a deep empathy and understanding of the user's needs and challenges encountered by SME leaders.
Key insights from interviews,
Persona
We distilled our research into a persona, representing distinct age demographics, to inform and guide our design process. This persona, derived from our comprehensive findings and observations, plays a crucial role in tailoring our ideation and implementation strategies to meet diverse user needs effectively.
Conceptualization
We devised three distinct business models, each with its unique cost and revenue structures. For each model, we created storyboards to illustrate potential user interactions, highlighting how these solutions could seamlessly integrate into users' lives. These visual narratives not only demonstrated the user journey but also detailed the financial aspects, presenting a clear picture of potential profitability and sustainability for each concept. This approach allowed us to explore various avenues for addressing food insecurity while considering the economic viability of each solution.
The client appreciated the depth of each concept but saw immense value in integrating them into a comprehensive, "All-in-one" solution.
Their vision was to offer a holistic platform that not only assessed business health but also provided actionable strategies, CEO networking, and performance improvement tools, all in a single ecosystem.
Developing Business Health Score Formula
To support this unified solution, a Business Health Score was formulated, taking into account financial performance, market position, operational efficiency, risk management, and leadership strength. The concept map below illustrates how these key components feed into the B-Score framework, enabling businesses to gauge their standing and receive tailored strategies.
The Solution
Based on client feedback, we developed iSight, an all-in-one business intelligence platform that integrates business benchmarking, CEO networking, and employee-customer retention strategies. This solution provides a quantifiable Business Health Score, AI-driven insights, and tailored strategies to help businesses enhance performance and sustain growth.
With a user-centric approach, iSight ensures seamless decision-making, strategic connections, and long-term success.
Interactive Prototype
Usability Testing
To ensure the effectiveness and usability of the iSight platform, we conducted rigorous usability testing with key stakeholders. The feedback highlighted several strengths and areas for refinement.
What Worked?
Scope of Improvement
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The B-Score analysis graph needed clearer labeling for the X-axis (01-02-03-04) to enhance readability.
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In Financial Health Analysis, the color coding lacked clarity, making it hard to interpret the data.
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The Overview screen, though useful, caused some information to get lost in the layout.
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The Unified Hub’s design, particularly the purple background, didn’t fully resonate with users.
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The way integrated data appears post-connection was unclear, leaving users uncertain about how the system processes and displays external data.
Revenue Structure
SWOT Analysis
Project Learnings
1. User-Centered Iteration is Key
Conducting usability testing reinforced the importance of iterative design. User feedback helped refine elements like the B-Score visualization, color-coding in financial analysis, and the overall information hierarchy, ensuring a seamless and intuitive user experience.
2. The Power of Integration
Businesses rely on multiple SaaS tools, and our unified dashboard concept proved that integrating relevant data into a single interface enhances decision-making efficiency. The challenge was not just integrating tools but presenting data in a way that adds value without overwhelming users.
3. Balancing Functionality & Aesthetics
While the core functionalities were well-received, users highlighted design elements that impacted usability, such as unclear axis labeling and color inconsistencies. This highlighted the need to balance aesthetic appeal with functional clarity in enterprise-level tools.
4. Scalability Matters
The client’s request for an amalgamated solution combining multiple business models reinforced the importance of designing for scalability. A modular approach allowed us to merge different features into a single, adaptable platform without sacrificing usability.
5. Business Strategy & UX Go Hand-in-Hand
Developing the pricing model, cost structure, and revenue streams was a key learning experience. It demonstrated that UX isn't just about usability, it’s about aligning design decisions with business goals to create a commercially viable product.
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