NAGRAs Digital Portal
Digital infrastructure for Demo, Trial or Purchase of existing NAGRA products as B2C SaaS products.
UI/UX
Design Sprint
The challenge
NAGRAs extensive product portfolio was missing out on a huge client base by only offering enterprise B2B solutions.
Selling exclusively to businesses (B2B) presents a unique set of challenges compared to selling directly to consumer (B2C). B2B transactions often involve multiple decision makers and layers of approval, resulting in longer sales cycles and intricate negotiations with detailed contracts, customisations and extensive back and forth communication.
The pool of potential customers is smaller compared B2C, limiting market size, and loosing a single customer is can have a huge impact due to the high value of individual contracts. Marketing strategies need to be highly targeted and personalised, which can be costly, and maintaining a skilled sales team for relationship-building and direct selling requires substantial investment.
The solution
We saw an opportunity to expand our reach by creating a digital portal that allows users to demo, trial, and purchase 'Lite' versions of NAGRA's products. This digital offering provides immense value to NAGRAs portfolio by by reducing overhead costs and leveraging economies of scale for better profitability, whilst connecting and learning from wider pool of users. Having a B2C digital offering will allow NAGRA to easily scale and enhance customer engagement through direct communication and personalisation.
The process
The ask
"To create a Digital Portal for NAGRA, by designing a platform that is lightweight and scalable, and enables customers to learn, demo, try or buy products in our portfolio."
Design Sprint
Why do a Design Sprint?
By using design thinking methodologies (design sprint) we are able to imagine a Digital Portal, taking into consideration perspectives different to our own and move rapidly from input to prototype and testing, saving NAGRA time and money.
Final Sprint Outcome
The tanglible output was a working prototype that we could test and iterate on, to gain more insight from our testers, and also enable the development team of a project plan to bring the engineering/build of the portal in-house.
We had developed a prototype from NAGRA's marketing site that guides customers through a "Guided Discovery" process. This page enables users to identify the products they need by applying various filter criteria, including
• Value Chain
• Categories
• Product Options
• Active Users
Each product available on the site provides at least a 'Demo' or 'Learn' feature. Based on the active user filter criteria, users are directed to relevant purchase options, ensuring transparency in product offerings.
The aim of the design sprint was to identify the needs of our potential customers and (internal) stakeholders. We were able to identify potential obstactles we may face in the development of a digital portal and understand the different ways we could overcome them in a few days.
After the Sprint
After a few iterations of the prototype, an achievable project plan was put into place. We worked with Product Line Managers to build a roadmap of products that would be brought into the Digital Portal, starting with Multi-DRM, a digital rights platform to control and manage access to copyrighted media material.
After completing the design process we ended up with a final design that enabled us to go live with Product 1: Multi-DRM.
After launch of our first product, Multi-DRM, we saw huge success within the first 3 months, successfully securely 6 new b2c buyers. I am now working on implementing Product 2, KeyStream, NAGRAs Matter Product Attestation Certificate Service. With the implementation of product 2, we can fully execute the Guided Discovery and fully build up a marketplace for NAGRAs product offerings.
What i'm Proud of
• Helping define not just the UX — but the product itself
Designing a flexible system that could serve internal and external use cases
Balancing enterprise complexity with simple, scalable UX
Turning scattered tools into a platform that teams could grow with
