Dynamic Reports
Digital product
About the project
PDA International is a B2B company in the human resources field. Its core product is a digital test that identifies a person's behavioral profile so companies can select, manage and develop their employees. PDA had a 98% customer retention rate, but new clients were not growing.
The output of the test was a 26-page PDF: long, hard to read and focused on a single person, which made it useless for HR consultants and analysts who compare many profiles at once. The hypothesis was that turning that PDF into dynamic, role-specific reports would open a new customer segment.
We ran market research, interviews with clients and prospects, a qualitative analysis with three user groups, benchmarking, a value proposition canvas and a new information architecture, then prototyped and tested five report formats before the pilot. During the first two months after the beta launch, PDA achieved a revenue record in the new customer segment. Usability tests, NPS and heat maps continue as ongoing evaluation.
