The Paradox of Choice: Streamlining a Legacy Brand

The world's leading personality assessment company had a legendary brand but a cluttered digital house. We audited their ecosystem across 5 countries to bridge the gap between their offline training and online revenue.

The "Catalog Bloat."

The client is the undisputed global leader in psychometric testing—a name synonymous with personality assessment for decades. But following a major acquisition and leadership shake-up, the company found itself paralyzed by its own history.

They were suffering from "Product Sprawl." Over the years, they had launched too many ancillary products, diluted their catalog, and confused their core customer.

The Digital Disconnect: Their revenue engine was broken. The "Offline Experience" (high-touch certification workshops) was world-class, but the "Online Experience" (purchasing tests and managing licenses) was synchronous and outdated. Users would leave a life-changing workshop and land on a clunky, transactional portal that felt like it was built in 2005.

15 Conversations, 5 Countries - Our Go-to-Human toolkit in action

The internal team thought the problem was "Marketing"—that they just needed to sell the catalog better. We suspected the problem was Structural.

We initiated a global UI/UX Audit and conducted deep-dive interviews with power users (HR Directors and Consultants) across 5 countries.

The Discovery: Customers didn't want more options; they wanted less. The friction wasn't price; it was Navigation. Power users who wanted to spend thousands of dollars were getting lost in a maze of SKUs. The digital portal wasn't acting as a bridge from the offline training; it was acting as a barrier.

The Product Design Blueprint.

We didn't just redesign a website; we rationalized the business model. We delivered a strategic Digital Product Blueprint that mapped user experience directly to financial outcomes.

1. The UI/UX Audit We heat-mapped the friction points where potential revenue was dropping off. We identified the exact moments where "Training Delight" turned into "Portal Frustration."

2. Catalog Consolidation We advised leadership to kill the "Long Tail" of low-performing products. We restructured the digital architecture to highlight the "Core Flagship" assessment, making it the sun around which other products orbited.

3. The Financial Map We proved that "Good Design" is "Good Business." We mapped the new user flows to projected revenue uplifts, showing how smoothing the path from "Certification" to "Purchase" would shorten the sales cycle.

Clarity for the C-Suite

In a time of leadership transition, we provided the data-backed clarity the new executive team needed to make hard decisions.

5

Global Markets Audited Synthesized user feedback from diverse cultural markets into a unified digital strategy.

Blueprint

Strategic Product Roadmap Delivered a design architecture that aligned the "Offline Certification" with the "Online Marketplace."

UX

Friction Removal Identified and resolved critical "drop-off points" in the high-ticket user journey.