Visualizing the Customer Lifecycle

Mananging customer relationships for SaaS Startups

The aim was to develop a new way of visualizing the customer lifecyle for Software as a Service startups. The user-centered design process included interviews with growth hackers, the primary target group, that were held to create a persona and a scenario. The results were implemented in the interface design and an interactive prototype.

Relations between metrics at a glance

Strive Analytics is a startup from Stuttgart that provides meaningful metrics and insights for SaaS startups to help them grow their businesses. The Growth Model is a part of their software that illustrates the relations between the metrics as it represents the customer lifecycle.

Actionable metrics for data-driven decisions

The Growth Model helps growth hackers to make data-driven decisions by indicating problematic metrics and encouring experiments to change them.
The interactive prototype was made with flinto. You can download it below, to open it you need flinto (only for Mac).

Download the prototype

Identifying and organizing problems with sticky notes and How Might We's.

Identifying problems with How Might We.

A first sketch of the user journey.

First sketch of the user journey.

The results of the user interviews were incorporated into a persona and a szenario.

Persona. Short szenario.

The first ideas were captured with pen and paper, starting with crazy 8s to generate various ideas and refining them during the next iterations.

Crazy 8 sketches. Early sketches. Early sketchs.

Early mockups for the final concept, made in sketch.

First digital mocks.

The final growth model and a detail screen.

Final Screens. Final Screens.

This video explains the main functions (in german).

Download the prototype