Collabaro had been a predominantly developer-lead product before the re-deployment, which created the problem of the app being very functional but challengingly unintuitive from a user perspective.

The brand re-design and the product re-development went hand in hand once qualitative data was gathered from the field. It was clear that the values of the company were not reflected in either and the first step was to re-centre people at the core of the product. The research process identified key stakeholders and their unique pain points, it was important to build a brand and software that worked for each end-user; Field users, who needed a more approachable and friendly interface and who often chose to work in a hands-on field precisely to avoid clunky software. Back office personnel, who needed more intuitive ways to decipher large quantities of data and reporting. And finally directors and CEOs who needed to see the impact of a software supporting daily efficiency and, increasingly, environmental initiatives.