Analytic Design = Experience Design That Works

RobertoBruzzese
CommunicationDesigner
office:604.669.7655
mobile:604.512.5714
roberto@analyticdesigngroup.com
Experience Design that Works
The Flack Block
Suite 507–163 West Hastings
Vancouver BC V6B 1H5
www.analyticdesigngroup.com
The Flack Block
Roberto Bruzzese
Communication Designer
office: 604.669.7655
mobile: 604.512.5714
The Flack Block
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
The Flack Block
Roberto Bruzzese
office: 604.669.7655
mobile: 604.512.5714
Analytic
Design
Groupinc.
RobertoBr
Communic
office:604.
mobile:60
roberto@a
The Flack Block
The Flack Block
Roberto Bruzzese
office: 604.669.7655
mobile: 604.512.5714
Analytic
Design
Groupinc.
Group
2013
We use research and analysis
to drive outstanding design results
Qualifications

RobertoBruzzese
ofﬁce:604.669.7655
mobile:604.512.5714
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
experience design that works
What is analytic design?
It is an evidence-based design
process driven by deep-dive
user research. The result is an
on-target strategy and beautiful
design solutions that are useful,
usable and compelling.
Analytic
Design
Groupinc.
nalytic
esign
roupinc.
The Flack Block
Suite 507– 163 West Hastings
604.669.7655
www.analyticdesigngrouo.com
info@analyticdesigngroup.com

analytic design group qualifications | 2013
game changing insight
Insight is not gained by
asking users what they want,
but by observing what they do.
Our researchers are not only
experienced in the methods, but they
are also highly creative thinkers who can
design the right study to get at the right
data to see the game changing insights.
See www.analyticdesigngroup.com/insight for
more detailed information on how we can help.
Analytic
Design
Groupinc.

RobertoBruzzese
ofﬁce:604.669.7655
mobile:604.512.5714
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
we have a broad and deep
research toolkit
Comparative Usability Card Sorting
Navigation (or tree) Testing
SurveysRemote Ethnography
Remote Usability
In-Lab Usability Testing
Ethnography
surveyscard sorting diary studies contextual group interviewsy testing navagation or tree testing
Comparative usability
remote ethnography remote usability
ethnography
surveyscard sorting diary studies contextual group interviewsin-lab usability testing navagation or tree testing
ethnography
ethnography
ethnography
ethnography
Diary Studies
surveyscard sorting diary studies contextual group interviews navagation or tree testing
ability
hnography remote usability
ethnography
Contextual Group Interviews
udies contextual group interviews navagation or tree testing
ability
ethnography
diary studies contextual group interviews navagation or tree testing
remote usability
ethnography
ethnography
surveyscard sorting diary studies contextual group interviews navagation or tree testing
ethnography
practicality,
ingenuity,
empathy,
imagination,
commitment
See www.analyticdesigngroup.com/research for more detailed
information on our toolkit.
Analytic
Design
Groupinc.

on-target ideas
We’ll develop ideas that are based on
real customer insights, balance business
and technology needs, and will give
you not only the what but the underlying
reasons why they’ll work.
We also develop strategic roadmaps
supporting decision making both now
and into the future.
Each set of deliverables is
customized to your business needs
See www.analyticdesigngroup.com/strategy/ideas
for more detailed information on how we can help.
Analytic
Design
Groupinc.

RobertoBruzzese
ofﬁce:604.669.7655
mobile:604.512.5714
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
our strategy ideas are
presented so that you can
‘see the math’.
Journey Maps Personas Design ConceptsConcept Models Strategic Roadmap
mote ethnography remote usability
ethnography
remote usability
ethnography
ethnography
ethnography
See www.analyticdesigngroup.com/strategy
for more detailed information on how we express our ideas.
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
Our deliverables
are designed
for at-a-glance
understanding

We deliver the right design
for your customer’s needs.
fresh innovative design
Our designers are not only skilled in
producing great looking deliverables,
they are also highly analytical thinkers
who ensure that every element of a given
design has a reason to be there and is
doing the work it needs to do to deliver
an outstanding user experience that
delivers on both the business as well as
the user needs.
See www.analyticdesigngroup.com/design/
innovative for more detailed information on
discovering your competitive advantage.
Analytic
Design
Groupinc.
ethnography
Analytic
Design
Groupinc.

RobertoBruzzese
ofﬁce:604.669.7655
mobile:604.512.5714
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
our highly detailed
deliverables take the guess-
work out of development
Interactive Prototypes Static Wireframes Visual Design MockupsInformation Architecture
(site map)
Responsive Design
Wireframes
remote ethnography remote usabilityremote usability
ethnography
thnography remote usability
ethnography
See www.analyticdesigngroup.com/design
to learn more about our design process.
Analytic
Design
Groupinc.
We can
also build
high-fidelity
prototypes for
testing

who do we help?
solution providers
These are companies who provide multi-faceted technology
solutions to different groups.
A sample of our solution provider clients
Our aim is to:
Make sure you and your
stakeholders can quickly
understand the core
elements of the report
Pinpoint issues and
opportunities so that you can
focus resources where you
need to
Explore the unexamined
assumptions and
‘negative spaces’ for
fresh perspectives
We help solution providers design effective
solutions and find innovation opportunities by
doing deep-dive user research to identify game
changing insights.
A typical outcome of this kind of project is a
highly visualized report with targeted key findings
and detailed recommendations.
Solution
Providers

RobertoBruzzese
ofﬁce:604.669.7655
mobile:604.512.5714
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
case study
solution providers
Client Question
What ecosystem barriers exist for
customers to switch platforms?
What hidden opportunities exist in your
customers’ ecosystem?
Methods used
› field study (12 participants)
› diary study + final interview
Things we looked for
› device ecosystem
› social ecosystem + device intersections
› set up pain-points
› stated reason for choosing current device
Key findings
› device ecosystem not all that relevant
› social ecosystem is very significant
› a failure to successfully transfer the social
ecosystem at set up is not easily overcome
over time
Value for client
› identified competitive opportunities
› highlighted how the experience changes when
the device is now in the carrier’s environment
› mapped importance of device and
social ecosystems
Solution
Providers
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
Ethnography, Diary and Lab Study

who do we help?
product managers/developers
These are people working on the management or
development of a particular product within a larger company.
A sample of our product manager/developer clients
Our work will:
Provide you with both
tactical and strategic
recommendations so that
you can develop a clear
plan of action
Identify additional insights
about how your customers
use and see the product so
that you can plan the next
version or release
Create a product design
that will work for your users
because its based on real
evidence
We help product managers improve the design,
sales, usability, user experience of their product.
A typical outcome of this kind of project is
focused and actionable recommendations that
will help the product manager achieve his or
her goals.
ProductM
anagers/
Developers

RobertoBruzzese
ofﬁce:604.669.7655
mobile:604.512.5714
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
product manager
Client Question
Why are returns for this product so high?
Ethnography
How can we help you meet your
product management goals?
Key Findings
HotSpot Setup Flow
Participants, who were all post-paid
users, would follow the pre-paid
instructions in the Start Guide
because they were presented in a
step-by-step manner. This re-
sulted in significant time wasting,
20 minutes or more, and a long,
confusing and frustrating process
for many participants. The SSID
and password, two critical pieces
of information needed for set up,
are very difficult to find, and once
found, very difficult to read.
HotSpot Knowledge
Participants were often unclear
on the capabilities of the HotSpot
in terms of data and speed. Most
understood that 4G is the fastest
connection speed, but weren’t
sure if they would get 4G speed
everywhere or in only certainly
locations. While most participants
understood that their speed would
be throttled after exceeding their
data allotment, they were not at all
clear on how quickly they would
use the data or how the reduced
speed might impact their
overall internet experience.
In Store Experience
People had overwhelmingly positive
reaction to their in-store experience.
People felt the store employees
took the time to understand their
needs and provide the best and
most cost-effective solution.
A number of participants comment-
ed that the in-store experience was
what made them loyal customers.
It appeared that sales associates
were not as well informed on
HotSpots when compared to
Phones, especially when it came
to data usage and may not be
giving entirely clear advice.
Customer Support &
Trouble Shooting
Calling customer support for a
HotSpot device is frustrating for
users. The automated voice system
does not recognize “hotspot” or
“data device” making it difficult to
get the right support person. Once
connected to a support person,
the participants we observed were
either given incorrect instructions
or simply passed on to a specialist
The website was not an effective
troubleshooting tool. When
searching for information on setting
up a Hotspot, the site only returned
information regarding purchase
and plans. When looking for ways
to activate or register their HotSpot
per the User Guide, the site only
returned results for setting up their
online account.
Environment and
Demographics
Most households had several smart
phones and laptops in the house
and they were always connected
to the internet. Wi-Fi enabled game
consoles were also fairly common.
Only a few participants had wi-fi
enabled TV’s or DVD players, and
those were recent acquisitions.
In addition to the usual Facebook
updates and web browsing, watch-
ing internet videos and streaming
Netflix were common scenarios.
Several participants were hopeful
that the HotSpot would serve as a
replacement for their Comcast or
Century Link internet service.
4G | 3G | mb/s
Overall
Although some users were initially frustrated by the device setup
experience due to difficulties with activation and registration, most
were generally satisfied with the device once they got it working. Most
wanted to see how it performed over the 2 week trial period before
making a final decision.
There were several places in the setup process where participants were
not confident that they’d done the right thing. This caused the participants
to question whether the device was functioning correctly and whether they
might have problems with the device in the future.
april // 2012
ProductM
anagers/
Developers
Methods used
› in-store intercept for recruiting
› field study (12 participants)
Things we looked for
› digital ecosystem
› setup pain-points
› stated reason for buying this device
Key findings
› often a disconnect between stated needs
and device capabilities
› while set up was fairly easy, instructions
from OEM made it more difficult
› access to help was next to impossible
Value for client
› pin pointed several issues that would not have
been apparent in usability testing
› more than just tactical findings, we identified
several strategic findings
› the findings were used to manage the product
and the program and the client found value
from them for over a year
case study
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.

who do we help?
These are people working on the online experience for a
particular company/brand.
A sample of our digital communications/marketing manager clients
Our work will:
Be based on a clear,
evidence-based strategy;
one that you and your
stakeholders can agree on
Be transparent and inclusive Deliver the results digital
communication managers
are looking for
We help digital communication managers improve
the design, integration, usability, user experience,
and conversion rate of the online experience.
The outcome of this kind of project is useful,
usable, and compelling online experiences.
DigitalCom
m
unications/
M
arketing
M
anagers
digital communications/marketing managers

RobertoBruzzese
ofﬁce:604.669.7655
mobile:604.512.5714
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
b2b sales
Client Question
How can I impact sales and drive
business through my website?
How can we help your digital presence
hit the mark?
case study
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
Before After
Process
While we tailor our approach for each project
based on your needs there are some common
elements to every digital communications project:
› we ensure that our strategy recommendations
are based on evidence
› the interaction and visual design is delivered
to you with context of that evidence so that you
know why we are doing what we’re doing
› you maintain control of the timeline and
scope at all times
Value for client
› a clear strategy based on your overall business
strategy and your customer needs
› our interactions with you are clear and focused,
freeing up your time to focus on your business
› effective digital design that delivers
RC Pets features
› responsive design
› simplified ordering
› 3 brand identities
› dealer login
› vastly improved findability
› effective product showcaseDigitalCom
m
unications/
M
arketing
M
anagers

you know what your customers
do, we can help you learn why
Analytic Design Group inc. (ADGi) is a visionary user
experience strategy and design firm that specializes in
using in-depth primary research to drive strategy, product
development and user experience decisions.
Every element of our designs have a purpose, our work
activates the entire user experience in support of your
business strategy. We can do this because we know why your
customers do what they do.
This is the fuel to our in-depth analysis, the analytic part of
Analytic Design, and the driver behind what helps us craft
user experiences that ensure that every touch point of your
digital product both supports, delights, and enables people
as well as meets your business goals.
Innovation does
not come from an
epiphany, it is part
of a design thinking
process. Innovation
starts at insight.
Who we are

RobertoBruzzese
ofﬁce:604.669.7655
mobile:604.512.5714
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
the user’s experience is
the keystone of great design
Who works with us
“Thank you ADGi for your contribution to the advancement
of the Healthy Schools Portal. Your process was thorough
and efficient and helped us more effectively keep the user’s
experience in mind through the development process.”
DASH BC
“Karyn and her team at Analytic Design were a pleasure
to work with and provided a useful, creative solution to a
complex content problem on our corporate intranet. They
were dedicated, professional and a great value.”
Hilary Horlock, Provincial Health Services Authority
“When I saw the prototype, I almost cried. I couldn’t believe
the difference. ADGi created a visceral experience of my
impact. No design firm has ever understood my brand
like they have nor brought that brand to life. The feedback
has been incredible. Folks who haven’t met me yet are
impressed enough to reach out. They are amazing!”
Vickie Sullivan, Principal
When you are building one of the most innovative and high
performance buildings in North America, you need a cutting
edge online digital strategy to match.
CIRS

The Flack Block
Suite 507– 163 West Hastings
604.669.7655
@analytic_design
Jonathan Mattice
Relationship Manager
778.919.9063 (Canada)
206.923.9639 (USA)
jon@analyticdesigngroup.com
Karyn Zuidinga
CEO
604.669.7655 (Office)
778.386.6982 (Mobile)
karyn@analyticdesigngroup.com
RobertoBruzzese
office:604.669.7655
mobile:604.512.5714
The Flack Block
The Flack Block
Roberto Bruzzese
office: 604.669.7655
mobile: 604.512.5714
The Flack Block
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
Analytic
Design
Groupinc.
R
Co
of
m
ro
The Flack Block
Roberto Bruzzese
office: 604.669.7655
mobile: 604.512.5714
Analytic
Design
Groupinc.
The Flack Block
Roberto Bruzzese
office: 604.669.7655
mobile: 604.512.5714
Analytic
Design
Groupinc.
RobertoBr
Communic
office:604.
mobile:60
roberto@a
The Flack Block
The Flack Block
Roberto Bruzzese
office: 604.669.7655
mobile: 604.512.5714
Analytic
Design
Groupinc.
Group
Founded in 2005 on the principle that evidence-based
design will always be more powerful than design driven by
best practices, we have grown from a single practitioner to
a vibrant, collaborative team.

Analytic Design = Experience Design That Works

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Analytic Design = Experience Design That Works