The ZipWhip SaaS application was used by many industries and verticals (e.g. Banking, Insurance, Orthodontics, Massage Therapy, etc.). It had grown as a set of "features" demanded by all of ZipWhip's customers. In order to strategically redesign the application, we needed a new way of thinking about our customers. 

Through rapid user research, licensing & usage data, CS support ticket information, and user demographics, I drove the creation of a set of Personas called the Encyclopedia Ziptanica. This new persona set enable UX and my Product Management peers to focus our efforts on our most valuable customers for the next generation application. The Personas embodied in the Encyclopedia Ziptanica proved that by purposefully solving for one vertical, ZipWhip could successfully satisfy all our customer's needs.

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Results

• Identified that the Insurance Vertical comprised >55% of our active user based, drove >40% of our annual revenue, and had the most complex use cases for our application

• Enabled the rapid creation a next generation prototype solving for the Insurance vertical 

• Prototype was leveraged to conduct 5 live moderated studies focused on non-insurance customers resulting in a 6.3 positive rating (scale 1-7). Results proved that additional verticals (e.g., Retail Furniture Sales, Broadcasting, Chiropractic, etc.) were highly satisfied with the new application