Customer profile

IXUP is an Australian software company specialising in secure data collaboration. Its data collaboration platform enables matching of data across silos to provide insights in a secure environment
Sector: Information Technology
Country: Australia


From a niche market, with a very specific product the business now serves a different, bigger or more diverse customer base

IXUP data collaboration software provider is a start-up and its platform was originally created to fulfil specific business goals and user needs of actuarial and insurance consultants.

After going public, raising $12.5M in initial public offer in November 2017, the company was compelled to change its product strategy and adapt to different market segments and diversify solutions, but first needed to deliver the product in agreement with its first investor and shareholder.

Our Challenge

Supporting transition and guidance on new direction and growth

IXUP needed help to optimise its product usability and improve the user experience for the final deliverable in contract. The product team had the challenge of creating a workbench in one month to give users quick access to critical information and task flows and improve the whole user experience on the current system.

Concurrently, while working on its final deliverable and before the product re-positioning, IXUP also relied on the Readify Innovation & Design team to further understand and explore product use cases, validate product market fit and identify new product requirements

Our Approach

Workbench Design Sprint

In the first week, the Readify Innovation & Design team ran a design sprint with IXUP to collaboratively create a conceptual workbench and address the platform's most essential usability problems.

1. Understanding users and journeys

On Monday the team specified system user roles, user tasks, user flows, user pain points and opportunities for user flow optimisation.

2. Problem definition and ideation

On Tuesday the team worked on problem definition, identifying assumptions and creating hypotheses which were then prioritised. In sequence the ideation and sketching sessions were conducted for the workbench co-creation.

By the end of the day, after exploring different possibilities, the team voted on the best solution that would be worked on in detail the next day.

3. Building an interactive prototype

On Wednesday the team prototyped detailed wireframes, considering system navigation, content structure, labels-naming and messaging. An interactive prototype was built for the next day where wireframes would be presented and validated by IXUP stakeholders before user-tests.

4. Validating with stakeholders

On Thursday the team presented the interactive prototype for stakeholder validation, feedback and alignment, and wireframes were updated for next day user-tests.

5. User tests and refinement

On Friday the team conducted user walkthroughs on the interactive prototype and gathered feedback from contextual interviews. Usability issues were identified, and wireframes were updated. By the end of the week, IXUP team had created and validated a conceptual workbench that went to the software delivery phase on the following week.

Product Repositioning and Uplift

Stakeholders interviews and workshops were conducted to define new market segments for IXUP's platform, create proto-personas and a unique sales proposition.

In parallel, Readify also worked on competitor analyses and expert design reviews on the current platform, improving the current product look and feel, information architecture, content and usability.

Usability issues were also identified and reported during use test cases on the platform with the development team.

Customer Research

An exploratory research was organised to validate market fit and proto-personas, revisit and further understand product use cases, identify existing legal requirements in which the product had to perform within, understand if and how legal and/or contractual obligations should be made available within the system and to understand the mechanical framework to source and work with data.

Interviews were conducted with data scientists, data analysts and product managers from government, banking, wealth management, health care, food and accommodation, higher education, retail manufacturing and automotive industries.


In six weeks Readify helped IXUP to deliver a complete new and core functionality, improved their product's usability and the overall experience of the current users of the platform, guided stakeholders on developing a new unique selling proposition, redefine and validate market fit, target audience, and identify new product requirements for the platform.

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