Background

Decooda is a company dedicated to helping organizations gain actionable insights into customer experiences and behaviors. By leveraging research and data, Decooda aims to empower companies to design better end-user experiences through innovative tools and solutions.

Challenge

Despite having promising product concepts, Decooda recognized a critical need to transform their vision into truly impactful digital solutions. The company faced a fundamental challenge common to many innovative organizations: great ideas alone are not enough to guarantee product success. Many potentially groundbreaking products fail to reach their full potential due to a lack of investment in user-centered design. 

Specifically, Decooda needed to develop two flagship products that would not just exist, but truly resonate with their target users. The first was an interactive platform designed to connect customer experience thought leaders and professionals seeking insights. The second was a sophisticated survey tool intended to help companies engage more effectively with their end-users by gathering meaningful feedback.

The primary obstacles were multifaceted. Beyond creating functional products, Decooda needed to ensure that these digital solutions would:

• Develop an interactive site connecting CX thought leaders and users

• Create a sophisticated survey tool for gathering meaningful customer feedback

• Elevate both products’ user interface and visual design

• Ensure products balance aesthetic appeal with functional usability

The executive team understood that without a deliberate focus on user-centered design, their products risked becoming just another set of tools that failed to make a meaningful impact.

Solution

OneSpring partnered closely with Decooda’s team to transform their product vision into OneSpring approached the challenge with a collaborative design methodology that prioritized user experience and strategic functionality. Our team of experienced User Interface (UI) Designers began with intensive research, conducting market analysis and detailed product feature evaluations in close collaboration with Decooda’s internal teams.

Using advanced prototyping tools, we developed low-fidelity prototypes that served as a crucial foundation for design exploration. This collaborative approach allowed the integrated project team to discuss and validate UI design options, creating a structural skeleton for the new systems. The design process was inherently iterative, with our Visual UI Designers progressively refining the initial concepts.

Our comprehensive approach focused on user-centered design and collaborative innovation:

User Research and Strategy

• Conducted market research and product feature analysis

• Defined and prioritized product functionality

• Collaborated with client and development teams to validate design concepts

Design and Prototyping

• Created low-fidelity prototypes to establish foundational UI workflow

• Developed iterative design solutions through collaborative validation sessions

• Designed visually appealing interfaces that enhance user experience

• Produced code for page templates and UI components to support development

Design Refinement

• Iteratively refined UI and visual designs

• Developed a comprehensive design style guide

• Ensured design solutions met business needs, technical feasibility, and user satisfaction

The approach focused on creating products that were not just functional, but visually compelling and intuitive for end-users.

Results

The redesign project delivered transformative outcomes that elevated Decooda’s product concepts from promising ideas to robust, engaging digital solutions. The two flagship products – an interactive CX thought leader platform and an advanced survey tool – emerged as comprehensive, user-focused solutions that addressed the complex needs of customer experience professionals. 

The comprehensive Design Style Guide became a particularly valuable asset, providing Decooda with a documented framework for future product development. This guide captured the essence of the design approach, enabling the company to maintain a cohesive visual and experiential identity across its product suite. 

By prioritizing collaborative design and user-centered principles, OneSpring helped Decooda transform potential into reality. The redesigned products demonstrated the power of intentional design – proving that with the right approach, innovative ideas can be shaped into truly impactful digital experiences. 

The redesign project delivered significant improvements: 

• Transformed two flagship products with enhanced user interface 

• Created a reusable design framework for future product development 

• Developed a documented style guide for consistent product design 

• Improved potential for product impact through user-centered design approach 

By focusing on intentional, user-centric design, OneSpring helped Decooda elevate their products, creating digital solutions that more effectively connect organizations with meaningful customer insights.