Safiyo
Overview
Safiyo AI is a powerful market research, data visualisation, and business intelligence tool designed to help businesses gather consumer insights in emerging markets. It simplifies the process of submitting survey and consumer tracking requests, processes consumer data, and provides a user-friendly data visualisation dashboard. This case study outlines the user experience (UX) design process for Safiyo AI, highlighting key stages, challenges, and solutions.
![](https://imisioyinloye.com/wp-content/uploads/2023/11/18-Self-Serve-Dashboard-1024x591.jpg)
Project Goals
- User-Centricity: Create a user-centric B2B SaaS web application that caters to the specific needs of businesses seeking market insights in emerging markets.
- Simplicity: Design a user-friendly interface that simplifies the process of submitting requests, processing data, and visualising insights.
- Data Accessibility: Ensure that businesses can easily access and interpret the processed data through interactive and informative data visualisations.
- Scalability: Create a scalable solution that accommodates niche specific trackers, future feature enhancements and growing user needs.
Connection
![](https://imisioyinloye.com/wp-content/uploads/2023/11/Connection-Safiyo-1024x591.jpg)
Research
1. User Personas:
- Business Analysts who are responsible for interpreting data, forecasting trends, and optimizing business strategies.
- Market Researchers who play a crucial role in understanding consumer behavior and market trends to inform strategic decisions.
- Data Scientists who use their expertise in statistical analysis and data-driven decision-making to solve complex business problems.
- Marketing Managers who oversee the planning, development, and execution of marketing and advertising initiatives.
- Product Managers who are involved in the strategic planning, development, and launch of new products or services.
- Business owners or Founders who oversee the entire operations of their business and make key strategic decisions.
- Investors who provide capital to businesses in exchange for equity or debt and play a vital role in funding startups and growing businesses.
2. Research Methods
- Conduct generative research for problem definition. This is based on numerous engagements between the end users and product managers, or sometimes, the sales team.
- Conduct summative research, primarily involving iterative usability tests such as first click tests, session replays, and eye-tracking.
3. User Needs
- Effortless request submission, providing users with a simple and easy-to-navigate interface to input their requests.
- Real-time data processing, ensuring that the most recent and relevant data is always available for decision-making processes.
- Intuitive data visualization, allowing users to easily comprehend complex data sets through visually appealing and easy-to-understand graphs and charts.
- Scalable solution, designed to grow and adapt with the user’s needs, accommodating increasing data volumes and complexity.
- Data security and privacy, ensuring that all data is protected with state-of-the-art security measures and user privacy is respected at all times.
Design Solution
Final Design
![](https://imisioyinloye.com/wp-content/uploads/2023/11/Imisi-Safiyo-1-1024x640.jpg)
Design direction: Safiyo product is made with one simple focus and scope: Data should be useful and understandable.
Stats card: We gathered from the first click test and session replays that the stats card needed to focus on top level data like active surveys, completed surveys, task and available audience group.
User needs hierachy: The primary intent of the user is to request and visualize data for business intelligence. It is important to prioritise user access to these action. Allowing access to respective trackers on the dashboard.
Data visualization: Within the target audience we have a significant amount of users that are not research expert, so it is important to them for to make data easy to interpret and less cumbersome at the top level.
Filters: The challenge of data is finding the most crucial specifics, the tracker screens are equipped with usable filters at the side, in-chart, screen and in-card. This helps users to find the smallest pin in heaps of data.
Navigation: The general find-ability of actions, with the use of side menus, obvious CTAs and buttons.
General controls: Included more dashboard controls, especially for request submission, survey creation and data visualisation.
New Feature: Data driven feature validated by user needs, Safiyo logic flow for survey requests, speak to expert and admin platform provide automated professional help to users.
More Screens
Admin
Landing page
![](https://imisioyinloye.com/wp-content/uploads/2023/11/Safiyo-Landing-1024x728.jpg)
Impact
Since the redesign, on the Safiyo product over 35 clients (E.g Uber, Kellogs, Colgate, Diageo, Cocacola, ABInBev etc) are currently using the product to understand consumer behaviour, view data and insights.
The admin platform currently processes, Over 120,000 transactions monthly