Worksys

Project Overview

We were approached by a successful technology company specialising in healthcare recruitment to assist them in scaling and diversifying into other markets. We committed to helping Worksys by providing strategic business advice and developing specific brand assets to clearly communicate their offerings to the right audiences. Our engagement spanned over 11 months, during which our team worked to solve a range of complex business problems impacting sales performance and brand growth.

Our core focus:

Business strategy & brand development

As the company transitioned from a single digital product to a suite of products targeting different consumers, we found it crucial to detail the value proposition for each solution, and align them with carefully segmented customers. By understanding the company's culture, its vision for the future, and the current competitive landscape, we were able to assist with specific strategic decisions that benefited both the business and the brand.

Core tasks

Strategic Positioning

Customer Segmenting

Brand Design

Wireframing

UI/UX Design

Asset design

Key challenges

Expanding the business by introducing a new range of products, when the company's current success derived from one product, required a change in strategy and its application.

Through our initial consultations, we understood that the strategic positioning of the business would play a pivotal role in its brand communication as well as the business activities it conducted.

Strategic Positioning

In order to position the company for future success, it was important to understand how these solutions would be further developed, the value they provided to the end-users, and the companies that would look to use these solutions on a regular basis. Looking at the value propositions and aligning them with customer needs was the first step in helping us understand the positioning. Looking at future trends and the competition helped define a range of USPs that helped create a competitive advantage within the market.

Brand Design

We understood that each product within the overarching brand would, in essence, have its own brand identity, as did the Locumbell solution. We also understood the importance of creating an overarching brand identity that could integrate with these products to establish consistency. We recognised that brand values were critical to the company's communication and the design choices we made to target the right customers. We designed a range of assets that translated these choices into tangible assets.

Sales Process

By having a clear understanding of how we were going to play in the market, and equipping the team with the right design assets, we were able to improve the end-to-end sales process. This helped us to communicate the offering and the value it provided to the respective customers. We also understood that consistency across visual design played a critical role in the professionalism of the company. By understanding the existing funnel we were also able to advise on how to optimise for conversion and how to spark interest to populate the lead pool.

Engagement breakdown

We provided a highly collaborative business engagement that broke core design tasks down into deliverables and deadlines. Alongside this, we provided a consistent level of business consulting where we were able to help shape and contribute to the development of the company's core strategy.

Duration: 9 Months

February 2023 - Start Date

Business Consulting

Brand Communication

Wireframing

Strategy Workshop

User Flows

UI Design

Visual Identity Design

Persona Mapping

Web & Asset Design

Defining the customers

Since the company already had an existing customer base, we were able to leverage this data to create personas and empathy maps. This information helped us address a variety of business challenges. Conducting stakeholder interviews and assessments also helped us understand the new customer segment the company was targeting. Understanding their customers helped us to:

- Helping to shape decision choices that impacted the look and feel of the brand.

- Value propositions for the product suite which we could filter into the segmented customers.

- Website user experience and design choices.

- Improvements to the product interface and experience.

Persona Building

User Personas

Persona 1 - Ameesh Shah
Persona 2 - Sharon Wheeler
Persona 3 - Darren Jones

Ameesh Shah

Ameesh is the owner of a chain of pharmacies in the southwest of London. He often seeks locum pharmacists to ensure smooth operations across each store.

41 Year Old
Male

Married for
10 years

Pharmacy
Owner

City of
Birmingham

Goals

As a pharmacy owner, Ameesh is always looking for locum pharmacists to conduct day-to-day operations. As many pharmacists locum, it's often harder for pharmacy managers to have consistent pharmacists on standard payroll.

Influences

Things that influence Ameesh's decision making are the cost of the talent and the locum's reliability. Ameesh doesn't want the hassle of hiring someone that will slow down his day-to-day operations.

Frustration

Existing solutions fail to provide clear insight into the reliability of the locum talent in the area. This has led to many instances of Ameesh hiring and firing pharmacists who don't fit his operations.

Personality

Ameesh is a keen planner and struggles with anxiety. When plans deviate from the expected course, he can rapidly become overwhelmed. Maintaining organisation and adhering to a plan helps him manage these feelings.

Technology

Ameesh is not particularly tech-savvy, but he uses the latest iPhone Pro Max primarily for its large screen size and text clarity. He is willing to invest in solutions that significantly enhance his workflow.

Design Preferences

Ameesh, with his extensive experience in healthcare, prefers clear and easily understandable corporate branding. He values consistency over creativity.

Sharon Wheeler

Sharon is a locum pharmacist seeking more consistent work in and around her local area.

28 Year Old
Female

In a
Relationship

Locum
Pharmacist

City of
Coventry

Goals

Sharon aspires to establish her own business, but she still has daily costs to cover. She needs a reliable method to take on locum shifts to earn money according to her schedule.

Influences

The location and salary offered greatly impact her decision to accept a shift. She prefers not to travel too far from home to reduce commuting time. This gives her more time to build her business.

Frustration

Sharon often finds it frustrating when she can't discover potential opportunities in her local area. As a result, she typically has to travel further than necessary, which cuts into her available time.

Personality

Sharon is relaxed but also lacks the ability to stay organised. This means that she fails to plan her shifts in advance, which results in her often looking for opportunities week-to-week.

Technology

Sharon is technologically savvy. She often researches for the best value-for-money solutions, which has resulted in her choosing a Samsung phone as her daily driver.

Design preferences

Sharon is drawn to lighter, more pastel colours. She prefers clarity and consistency when it comes to selecting brands.

Darren Jones

Darren is the owner of a medium-sized commodity trading company and has over 30 employees.

58 Year Old
Male

Married for
20 Years

Business
Owner

Central
London

Goals

Darren's main objective is to create efficiency within his company. It has been making stable profits over the years, but compliance and operations are cutting into his margin.

Influences

The ease of use is significant for Darren. He understands that if any purchasing decisions regarding software are made, he needs to.

Frustration

His business currently uses many software solutions that lack integration options. This means that his software costs are consistently increasing, while there is a lack of a coherent workflow across his business.

Personality

Darren is quite reactive to situations. He is patient, however, things that have a high learning curve or seem more confusing than they are lead him to become dismissive and frustrated.

Technology

Darren understands the importance of good software but is far from being well-versed in technology. He uses a Dell desktop PC for work and a mid-tier iPhone for daily calls and writing emails.

Design preferences

Bold colours, large fonts, and clear imagery appeal to Darren. He isn't averse to information being more visual, as long as it is clearly presented.

Persona Building

Empathy Maps

Persona 1 - Ameesh Shah
Persona 2 - Sharon Wheeler
Persona 3 - Darren Jones

Thinks

"It shouldn't be this difficult to find good locums to manage my pharmacy."

"I don't have time to look for pharmacists."

"Is there an easier way to find the right, reliable talent?"

Does

Relies on referrals for current recruitment.

Researches options on locum-centric platforms from where he can hire.

Looks at websites of companies that meet his specific need.

The website that presents the right value proposition leads him to book a demo.

Says

"I can't afford to hire the wrong talent; it will cut into my profit."

"It's becoming harder to find the right locums in the area."

"I want my pharmacy to perform better. Talent makes a difference"

Feels

Ameesh is feeling stressed, overwhelmed, and at times, out of control. Having to work shifts where locums have not shown up as scheduled is making him feel overworked. Being tired is impacting his decision-making.

Thinks

"I find it hard to stay organised or plan my life too far in advance.”

“Maybe I'm not cut out to run a business. Looking for work while finding time to build a company is challenging. “

“Commuting is draining my time."

Does

In the short term, Sharon continues to work with the pharmacies she has built a rapport with and trusts her abilities.

The need to find a solution to her problem forces her to research options where she can seek locum opportunities.

Websites that seem to solve her problem and make it easy to sign up are companies where Sharon creates a profile.

Says

"I need to find local pharmacies where I can regularly find work."

"There must be an easier way to find work."

"If I can find a few local pharmacies, it can facilitate a lifestyle that gives me a chance to build a business."

Feels

Sharon as a person is often relaxed, which creates a lack of urgency during specific times of her life. She feels as if she needs to get more organised in the way she manages her time and her finances which is pushing her to look for solutions that make it easier and more convienient to find more accesible work around her area.

Thinks

"I don't have time to work with a software company that lacks a strong understanding of HR compliance."

"I want a specific tool that fits my budget and meets my business needs."

"The customer service for the solutions I currently pay for is unacceptable."

Does

Darren speaks to managers in the organisation to find out the depths of the inefficiency and how these are impacting performance.

He begins to research a scalable HR solution which can be customised to meet his business needs.

He holds a meeting to discuss the possible solutions and brings the solutions to showcase how flexible they are.

Says

"I want to maximise the productivity of our business.”

“I don't really want to have to pay for different software solutions that only partially solve my HR compliance problems.”

“Paying for a completely bespoke solution will be too costly for us at this stage of the business."

Feels

Darren has been running a business for many years, developing patience and empathy along the way. However, he has grown accustomed to the status quo, and the rising costs and endless task lists necessary for action completion have left him slightly frustrated. This frustration, combined with his innate problem-solving abilities, is prompting him to seek viable solutions.

Brand Design

Our objective:

To develop a strong brand identity that allowed them to stand out in their specific sector, while maintaining consistency and professionalism, we created a comprehensive set of brand guidelines. These guidelines ensured consistency across the brands under their umbrella. We tested various designs and collaborated with senior management to arrive at a unified decision.

Wireframes

Our objective:

Wireframing sessions were put into place not only to design and cultivate the digital user experience, but also to understand and optimise the user journey. We leveraged our data from our personas and empathy maps to hone in on the nuances that would help build brand connection.

Product Prototypes

Our objective:

To help guide changes in the design and experience of the existing product solutions. We understood that the solutions, the way they had been built had certain design constraints imposed on them. We focused on maxmising the design within these constraints.

High Fidelity Designs & Web Development

Our objective:

To design a high-value brand website whcih allowed aligned to Worksys' target audiences whilst providing a seamless user experience.

Final Throughts

Project Summary

Working with a company like Worksys proved to be an enjoyable experience from the get-go. The company culture and thirst to continually improve acted as a catalyst for us to get the best out of the project. We enjoyed elevating the facets of the brand and ultimately, we were proud to make an impact on not only the direction of the company but its brand development.

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