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Powerful analytics in a user friendly platform.

Crunchr is an online platform that uses powerful data analytics to give HR professionals data-driven insights into their workforce. By making it easy to collect, analyze and report on this employee data, HR teams can make more solid decisions. We were approached by Focus Orange, the company behind Crunchr to provide branding, UI, and later, to incorporate service design techniques within their business to allow for co-creation of an overall product strategy.

Creating a brand from the bottom up.


To stand out in the emerging HR technology market, we aimed to create a strong, yet approachable brand. Working together with Crunchr’s awesome team, we started by defining the brand values. From there we created a visual language that connected to the brand’s personality and target audience. We also came up with a catchy name: Crunchr. This firm branding foundation guided our approach to the rest of the design process.

crunchr macbook
crunchr logos

Four steps to user friendly insights.


Crunchr produces sophisticated analytics, but the information is only valuable if you know how to use it. To give users a gradual introduction to this powerful data platform, we broke their journey down into four easy steps: learn, play, build and return.

These steps formed the basis of our interaction design. As users progress through the platform, they first learn the basic functionality and how to read the data. From there they can play with the information to discover new insights, build custom reports and discover advanced capabilities.

crunchr flow
Crunchr platform

Crunching data can be beautiful.


Visual design was also a big part of making data analytics more approachable for users. We used bright, friendly colors against a dark backdrop for the control panels to offer a more playful feeling. In contrast, we chose soft, calm colors for the reports and charts to keep the focus on the data.

Digital style guide guards user experience.


The developers at Crunchr never rest – they’re always optimizing functionality and adding new features. To keep the visual style consistent, we offered the developers a helping hand with our interactive style guide. This repository of digital building blocks lets developers copy/paste components instead of coding them from scratch. From font sizes to color schemes, all the essential style elements at just a click away.

Crunchr Styleguide
Booreiland always delivers great designs. They listen to our ideas and translate them into useful visualizations.
Dirk Jonker, managing director Crunchr

Product strategy for continual improvement.


To keep the platform valuable for users and have them coming back, it seemed important to set up a solid product strategy for the future. By introducing service design thinking to Crunchr, we were able to conduct user research and combine these insights with Crunchr’s business priorities in order to come up with a roadmap that provides a reference to see which updates should be carried out and when, as well as a way to continuously validate if the company is still on track with the set out goals.

New design sprints.


With a clear product strategy in mind, we are able to carry out new design sprints together with Crunchr. New prototypes are being made, ready to be user tested and implemented when they meet the expectations. By user testing prototypes, Crunchr’s users feel they are truly listened to, and with the user tests hosted by a third party like us, they feel comfortable to give honest and clear feedback, improving the product for everyone.

“By working as a pop-up innovation team within Crunchr, we were able not only to set up their product strategy, but to train their staff in service design thinking as well.”

Vivien KinnearDigital producer
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