The Logic Analyzer hardware engineers had reached a hurdle in a critical project: they needed a test application that didn't exist anywhere in the world. Seeing a potential market opportunity, the product team jumped at the chance to create it. I helped lead a cross-functional, rapid product strategy process that defined a new product family with potential massive market disruption.
As Biamp continues to grow its business, it recognizes the need to improve on its already excellent reputation. A key step on its journey was to understand its users behaviors, needs and goals. Biamp hired Phase II to do a deep dive into its user-base to complement other on-going market research efforts.
When I founded Cliffside Software with my three partners, we focused on creating usable software for disaster response. This was my first venture into user-centered research, design and strategy, and I was surprised by the results. Cliffside’s application was the only exercise planning software users had ever been able to use out of the box without training.