Challenge

A technology-based start-up recognized that usability problems in its database applications could be a significant barrier to productization and mass market acceptance.

Insight

Applying a task-based architecture could radically simplify the entire application as well as improve ease of learning and use for the target market.

Solution

Analysis of the usability issues and market priorities led to a redesign with many fewer windows, a simpler application architecture, and opportunities for branding and partnering.

Impact

Radical simplification of the application design helped reduce support and development costs plus contributed to clarification of their product and market strategy.