From cluttered
to converting.
Insight discovery was the company's main revenue lever. PE associates who could pull a credible buyer perspective into a deal memo kept renewing. The ones who couldn't, churned without ever feeling the product work.
The flow was technically functional but experientially broken. Too many steps, the wrong things on the wrong screens, and attribution signals filed in places no one looked.
6 client side (PE / consulting), 6 expert side
80+ SESSION REPLAYS
Insight workflows in detail
FUNNEL ANALYSIS
Where users actually dropped off
"Trust is established before the first read. The insight page was doing the work of a CV, not a pitch."
Insight cards and customer profiles were restructured to answer "why this perspective for this thesis" before showing former titles and tenure. The drop-off was at the profile view, not at checkout. The content order was the problem.
Vetting, attribution and recency had their own page. We pulled them inline, surfacing them at the moment a client was deciding whether to quote a finding. Trust signals work best when they appear exactly when trust is being weighed.
The original Calls and Surveys request flow had seven steps with compliance gates in the middle. The new one had three, with compliance handled async after submission. The friction was never regulatory, it was the order things happened in.
three views
From cluttered v0 to a dashboard the project lives on.
The project dashboard is where a deal team spends most of its time. The redesign restructured it around the next decision, surfaced attribution and recency inline on every insight, and unlocked a heat-map view that lets a partner read a thesis in under a minute. Same data, same project, three points in the work below.
90 day post-ship comparison
Including compliance review
