Case Studies: Swiftpoint

"The part Nick played in the R & D phase of our product was not only critical, but in fact pivotal to the success that can now be measured by the worldwide critical acclaim of the Swiftpoint Mouse. From Website to User guide ...his philosophies were equally successful through all consumer touch-points of our product experience"

Grant Odgers. CEO, Swiftpoint.

Swiftpoint is a Kiwi startup whose product is a tiny laptop mouse you can hold like a pencil.

We were hired to bring a user centred approach to their design process.

Our customer research informed the design of the product, packaging, website and marketing material.

We loved every second.

Here's how we did it:

Starting point

We began with 8 working prototypes.
Each had different combinations of shapes, features and functions. (button position, grip surfaces etc.)

Usability study

To compare and evaluate ergonomics and ease of use for each version, we carried out qualitative research with a demanding sample of the target market.

Observing natural behaviour

During ‘test drives' we observed natural behaviour and use. We captured valuable feedback relating to each prototype, as notes and on video.

Seeing the wood for the trees

Our analysis process made sense of a sea of data, mapping detailed observations and feedback to specific design features.

Patterns and themes
Clear overall themes emerged, allowing product designers to clearly see what worked well, (and what didn't) amongst the 8 prototypes.

Iterating the design
Findings from the analysis suggested likely shapes, features and functions to roll into the next round of 4 prototypes.

...and importantly, which to leave behind.

Diary study
We gave 4 new prototypes to a fresh and diverse sample of laptop users.

They recorded their experience of using each mouse in different contexts, then talked us through their experience in a series of exit interviews.

Focusing the design brief
This longer study generated rich insights around the strengths and weaknesses of the four versions.

From these findings, the team were able to build a functional wish-list based on real-world use.

Building consensus and confidence
Evidence-based recommendations provided stakeholders and design teams with a single set of goals and vital confidence to set about designing a final prototype.

Competitor analysis
In an observation facility, Swiftpoint stakeholders looked on as potential customers shopped online for a laptop mouse.

This revealed their decision making criteria when comparing Swiftpoint with competitor products.

Website usability
Usability studies with an early 'concept' website generated valuable feedback for the web team before they committed their design to code.

Web designers saw the structure and content of the site through customer’s eyes, empathising with their needs and discovering triggers to capture their interest.

Out of box experience (OOBE)
To simulate 'first use' of the mouse, potential customers were 'delivered' the product, complete in a mock-up box.

We observed customers encounter and familiarise themselves with the product for the first time.

Rapid prototyping
Product and packaging designers witnessed how different packaging styles influenced each customers' experience of discovering the product.

Mock-up boxes were tweaked, then tweaked again, making sure imagery and prompts provided a smooth experience.

Quick Start Guide
Studying people's behaviour as they got up and running with the device spotting areas of confusion and helping copy-writers fine-tune the wording and diagrams of instructional material.

Remote customer research

From NZ, we ran web-interviews with early-adopters in the U.S.A to test the messaging and tone of marketing communications.

Customers browsed the revised website design while the web team watched, pin-pointing usability, navigation and content improvements to make prior to launch.

Speaking the customer's language
All our findings fed into a workshop to help the marketing team develop a strategy to communicate the product in engaging terms.

Proof of the pudding ...
Swiftpoint launched to critical acclaim, has won several awards, and wowed customers all over the world. ...freeing them from using their touchpads!

We are so pleased to have shared in their success.

...And we'd like to do the same for you, ...Get in touch.

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