Project Overview

In the digital transformation of SIAE, the SIAE+ app serves as a significant step forward, reshaping how SIAE engages with its members. Anchored by a clear North Star Metric focused on enhancing member satisfaction and loyalty, our team took an end-to-end approach, leading the project from user experience design through to Agile product development. Leveraging iterative processes and rapid feedback cycles, we ensured that the app was designed and built around user needs while maximizing impact on key business goals.

Project Goals and Outcomes: Aligned with Strategic Metrics and Continuous Improvement

With a strong focus on aligning every element of development with measurable outcomes, we set ambitious objectives to deliver a high-impact, user-centered product.

Goals

• Streamline Design-to-Execution workflows for efficiency

• Elevate Customer Satisfaction and Member Loyalty through tailored features

• Drive measurable results on customer engagement and conversion

Results

• Accelerated Timeline: Achieved 2 months faster project delivery, from a typical 6-month cycle

• Development Efficiency: Saved 5 months in development, reducing from 9 to 4 months

• Alignment with Business Needs: Achieved 100% success in User Acceptance Testing (UAT), with all requirements met

• Increased Release Cadence: Shifted to quarterly releases, doubling iteration cycles to maximize responsiveness

• Consistent User Experience: Maintained a cohesive, brand-aligned experience across all portals involved in SIAE’s digital ecosystem

• High Adoption Rate: Secured a 75% registration rate for digital services within 2 months

• Public Launch and Recognition: Presented at the Sanremo 2020 Italian Song Festival and nominated for the ADI Compasso d’Oro in 2019

Framework Application: Strategic Integration of Design, Data, and Business Objectives

Our approach was grounded in a comprehensive framework of strategic product vision, data-driven insights, and Agile adaptability, ensuring that every phase aligned with SIAE’s overarching objectives.

• Strategic Vision and Ownership: We began by defining a clear North Star Metric to drive focus and alignment across the team. This allowed us to map every decision and feature back to SIAE’s core objectives of member satisfaction and operational efficiency.

• Backlog and User Story Prioritization: Each backlog item was evaluated not only for immediate impact but also for its contribution to our strategic vision. User stories were crafted to enhance member value and were prioritized based on alignment with SIAE’s goals and impact on customer engagement.

• Iterative Design and Agile Management: We managed the project with a Scrum-driven process, led by the design team, that facilitated rapid feedback loops and continuous improvement. This iterative approach ensured adaptability and accelerated our release cadence from bi-annual to quarterly cycles, optimizing for responsiveness and faster learning.

• Unified Design System: A consistent, scalable design system was developed to ensure brand continuity and a unified experience across the entire digital transformation ecosystem.

Data Thinking and Performance Optimization: Insights that Drive Innovation

With a commitment to data-driven decision-making, we implemented Firebase for real-time performance monitoring, which provided invaluable insights for optimizing the app’s engagement funnel and user experience.

• In-App Behavior Analysis: We used data to understand user interactions within the app, pinpointing areas for enhancement to improve engagement and reduce abandonment.

• Audience Profiling: A robust analytics suite enabled tailored experiences by profiling members, supporting personalization efforts that directly contributed to user satisfaction.

• Completion Rate Tracking: By monitoring completion rates for core user journeys, we continuously refined processes, optimizing funnels and creating a smoother, more intuitive user experience.

This data-informed strategy empowered us to adapt quickly and to ground every enhancement in user insights. Through strategic alignment, continuous iteration, and data-driven innovation, the SIAE+ app embodies a holistic approach to product management, delivering tangible value for SIAE and an engaging experience for its members.