The Challenge
What Spander Was Facing
Spander was an internal productivity tool that leadership decided to commercialise, but it had been designed entirely by engineers for engineers. Discovery research with prospective external buyers revealed fundamental IA mismatches: the tool's taxonomy reflected internal data structures that external users found meaningless, and there was no onboarding path for non-technical personas.
The Solution
What We Built
We conducted 25 in-depth interviews with target buyer personas across three market segments and ran comparative usability testing against two competing products. The resulting IA redesign introduced audience-segmented navigation, a guided onboarding flow built on progressive disclosure, and a component design system aligned with enterprise SaaS conventions to reduce the "looks like an internal tool" perception.
Results