Catalina Labs

Problem
Catalina Labs, a startup aiming to solve Internet Service Provider (ISPs) connectivity issues before they affect end-customers, was seeking to define its positioning, fine tune its suite of products and develop a marketing strategy to help them grow. Given that it interfaced with both end-customers and ISPs, it had a consumer product as well as an ISP desk help product.

User Research
After our initial discovery, we mapped key instances where end-customers were most frustrated with their customer experience. We conducted user interviews with customer support staff to better understand obstacles for reducing support resolution time. Streamlining data to have clarity about a given issue became paramount.

Design Goals:

  1. Improve customer satisfaction
    By proactively resolving issues

  2. Streamline a given issue’s data
    And surface in an actionable way

  3. Clarify value proposition and
    Develop systems to help them scale

Solution: Clarify the offer
With customer satisfaction as its true north, we crafted a strategy, value proposition and messaging that clearly and succinctly communicated the company’s vision: “An interconnected world, uninterrupted.” We segmented messaging to address each target audience’s unique needs.

Solution: Streamline the Product Experience
Informed by our user research, we crafted user stories from help desk and customer support staff’s tasks. The resulting experience showcased a task-oriented navigation that surfaced clear, actionable insights distilled from several data streams.

Solution: Create a flexible system
We developed a series of components to enable them to implement and roll out the new look and feel across product and marketing.

Solution: Design for growth
We built new content marketing websites for Catalina Labs’ enterprise and consumer-facing Internet of Things products. We developed a content strategy that favored SEO-optimized articles to drive product conversion.


Results
Our work helped position Catalina Labs for impressive growth, which ultimately resulted in their acquisition by Asurion in 2018.

Mayan Mathen, CEO Catalina Labs

"Very satisfied! The team’s flexibility and ability to adapt to the changing requirements on the customer end, and needs in terms of speed and deadline, was very, very advantageous."