Polay + Clark
(Tantrum Agency)
The digital and virtual accounting and bookkeeping space is saturated with many key players, especially in this digitally-disruptive landscape. Our client, Polay + Clark, wanted to diversify and target their product and service offerings to a select user base, through a brand overhaul, or creation of a sub-brand. I was hired to provide strategic direction to the client, starting with branding exercises, and maturing to a more business-focused role which encompassed market and competitor analysis, business process flows and brand vision recommendations.
︎ Role
Performed strategic branding exercises to finalize the brand name. Built out business process flows and user journey maps to target financial service offerings that gave the client exclusive advantages with select user bases. Designed conjoint/non-conjoint surveys to target customer preferences. I utilized behavioral customer segmentation to develop personas for each segment and identified business strategies to enhance the customer experience. Finally, I utilized data to understand the customer lifecycle and map the customer journey along with analyzing data to identify pain and love points. Applied analysis of pain/love points to identify the most crucial areas for enhancement to increase the overall customer experience and recommend areas for enhancement.
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