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Product concepting, definition and storytelling

RevenueBase logo

HUMANLOGIC CLIENT: REVENUEBASE

Location: Boston, MA, USA (remote)

INDUSTRY

SaaS product for B2B sales and marketing

PRACTICE AREAS

Product concepting, definition and storytelling

SUMMARY

HumanLogic worked with RevenueBase’s founding CEO and CTO to perform abbreviated concepting for the initial product vision, clarify the offering, and tell the story of the product’s value proposition to prospective investors and customers prior to seed funding. Our deliverables and activities for this project included:

  • Providing critical feedback on the founders’ initial concept from a product design and technical perspective to help set a vision for the product before it was built.
  • Designing and documenting the product journey and critical flows for the MVP release.
  • Designing an interaction model to ensure a self-service user experience, one that is extensible as the product offering grows.

CLIENT PROFILE: REVENUEBASE

RevenueBase is a SaaS solution for B2B sales and marketing teams that provides a customer database as a service to successfully reach and engage with prospects. RevenueBase’s solution aims to be the most complete, accurate, and easy-to-use B2B data solution in the world.

ENGAGEMENT PROCESS

During the very early stage of RevenueBase and before seed funding, the HumanLogic team worked closely with the CEO and CTO co-founders to participate in concepting for the product vision to tell the story of the product’s value proposition to prospective investors and customers.

Over a three week period between October and November 2021, we completed the  engagement in three phases:

  1. Discovery
    A project kickoff included the gathering of existing documentation and graphical assets. We conducted a discovery workshop with the founders to understand the product vision to date.
  2. Brainstorming
    From the product vision and several subsequent review sessions, we documented a product concept with three priority user journeys tied together into an extensible self-service application flow.
  3. Storytelling
    From the brainstorming outputs, we delivered rough Figma wireframes of key screens from each user journey to enable storytelling. 

This product concept and wireframes were then used to communicate the company’s vision to prospective investors and customers, resulting in a successful seed funding round.

HumanLogic process for an engagement with RevenueBase
HumanLogic’s engagement with RevenueBase included a Discovery workshop to understand the product vision, brainstorming to design priority user journeys, and a set of wireframes to enable product storytelling.

RESULTS

RevenueBase officially launched in the spring of 2021. In April of 2022, RevenueBase announced their $6 million seed round led by Bessemer Venture Partners. The funding round includes investors from ten venture capital firms working alongside RevenueBase’s founders Mark Feldman and Milenko Beslic to expand the company’s offering further.

CLIENT REFERENCES

Mark Feldman, CEO and Co-Founder, RevenueBase

“As the CEO of an early-stage venture in Boston, I hired Karen Donoghue and Craig Newell from HumanLogic to assist in an investor presentation and help our founding team envision our product as a concept to be shared with various stakeholders. 

Karen and Craig provided invaluable feedback and concrete recommendations on our product planning, using their deep expertise and skill in interaction design and data architecture to help set a vision for the product we will build. In addition to tackling the technical and data-intensive aspects of our product, they focused on ensuring the user experience concept is simple and promotes self-service, one of our business goals as a SaaS offering.

Karen and Craig are very skilled in understanding founders’ needs, helping them understand how to prioritize and focus on designing new product concepts that clearly and succinctly tell the story of a new product while being mindful of the constraints of developing software technology.

I highly recommend Karen and Craig to early-stage founders for product planning and designing new technology product concepts.”
(November 2021)

Milenko Beslic, CTO and Co-Founder, RevenueBase

“I am CTO and Co-Founder of RevenueBase, an early-stage startup in Boston.
Karen Donoghue and Craig Newell from HumanLogic recently worked with me and RevenueBase’s CEO to prepare an investor presentation for fundraising. They efficiently worked with our founding team to set a vision for the product that we will build, helping us to envision our product as a concept to be shared with stakeholders. They provided clarifying feedback and concrete recommendations on our product and design planning, leveraging their deep expertise and skill in interaction design and data architecture. 

In addition to tackling the data-intensive and technical aspects of our product, Karen and Craig focused their deliverables on ensuring ease of use and a self-service experience, one of our business goals as a SaaS offering.

Karen and Craig are very skilled in understanding founders’ needs, helping them understand how to prioritize and focus on designing new product concepts that clearly and succinctly tell the story of a new product while being mindful of the constraints of developing software technology.

I previously worked with Karen Donoghue on product planning in a VC-backed fast-growth early-stage startup in Boston and asked her to help with this project in 2021. 

I highly recommend Karen and Craig from HumanLogic to early-stage founders for product planning and designing new technology product concepts.”
(January 2022)

FOR MORE INFORMATION

For more information on how HumanLogic can help with designing and enhancing your product user experiences please visit www.humanlogic.com.