Supporting an ERP and accounting software company to develop customer-centric product, UX design and marcomms
Challenge: As part of its mobile application development, an international ERP and accounting software provider engaged KAE to surface a deeper understanding of customer needs and expectations ->
Client goal: Inform decision-making and prioritisation around features and functionality, UX design and marcomms
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United Kingdom
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SMEs and accountants
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Secondary research
In-depth semi structured interviews with small businesses to explore their expectations for accounting software mobile applications
Delivery findings and recommendations containing:
An executive summary outlining:
A dashboard of key Mobility trends among SMEs and accountants
Interview findings surfacing SME and accountants’ wants, needs and jobs-to-be-done / user requirements regarding a Mobile application of accounting software
Willingness to pay analysis
Prioritised recommendations around the usability and functionality of the user experience based on interview feedback and competitive analysis
Best practice case studies of mobile applications that were successfully in market, both direct competitors and inspiration from other categories
Practical suggestions for the clients’ teams to incorporate in product and UX design and marcomms
Impact for the client:
KAE’s insights provided valuable customer feedback to inform the prioritisation of app functionality and UX design, along with the value proposition and marcomms to be rolled out