The Power of Collective Intelligence

Imagen del proyecto


Online innovation management software that allows you to create communities where one or more groups within a company (such as employees, customers or suppliers) can share their ideas. Every time a new account is created, an instance of this software is installed, adapting the branding to that of the company and customising the configuration according to its purpose.


When I was asked to redesign the interface, I came across a functioning programme, which had been on the market for over 7 years. It was working properly but its style was obsolete and it offered too many features.

Main challenge

Design framework that suits all accounts and customer objectives.

My role

Participating in all of the redesign phases: research, prototype, implementation, user testing and continual improvement processes.

My main responsibility was to draw insights from the research, present wireframes based on these discoveries and, once approved, translate them into HTML/CSS templates.

The process

  • Empathize

  • Define

  • Ideate

  • Prototype

  • Test

  • Develop

  • Test

  • Launch

  • Qualitative data research, user interviews
  • Research of quantitative data, Google Analytics
  • Research and review of existing functionalities
  • Definition of existing problems in the application
  • Definition of the real needs of users
  • Ideation, divergence phase: brainstorming and co-creation
  • Ideation, convergence phase: decision-making
  • Prototyping: Evidence on paper/board
  • Prototyping: Creation of wireframes using Balsamiq
  • Internal testing
  • Testing with users
  • Develop HTML/SaaS templates
  • Development of views in Ruby on Rails
  • Internal testing
  • Testing with users
  • Output


We carried out an exhaustive study of the existing functionalities and, subsequently, an analysis of which ones were truly useful for the application’s purpose. This was none other than user participation through the posting of ideas.

For this purpose, we consulted the quantitative use data which was available to us and compared it with the qualitative data collected in interviews.

As a final step, we looked around in order to conduct a study of the competition.

Main insights
  • As a programme for collective innovation, the priority was to encourage participation.
  • We had obsolete functionalities that were barely useful.
Less is more!

Having clear common scenarios, we were able to define some "personas" to represent the users of our communities.

Person #1 Person #2 Person #3
Name and profession Elena. Financial Rafael. Sales agent Clar. Student
Age group 35-40 40-55 18-25
Motivations and benefits of the tool.

You care that your work is appreciated, you are looking for a promotion.

Want to improve their working conditions and those of their colleagues.

You are motivated by the prizes and that your idea can be carried out.

Context of use

Reserves one hour of its weekly day to publish new ideas and comment others.

They do not have a fixed time to use the tool. Take advantage of gaps between visits to customers.

Participate only in contests that are published periodically.

Using device

Visit the community always from the work computer.

Indistinctly uses laptop or mobile computer.

Uses tablet or mobile.

Path to the product

Recommendation from a co-worker.

Company intranet.

Through Twitter.

Digital literacy




Our People.
User flows

We studied the different routes that a user could make when entering our Site. We compared the data collected with Google Analytics to see what most people were doing at that time and study that we could improve to get them to reach the desired pages.

Flujo de navegación
User navigation flows
Flujo de navegación
Navigation flow applied to one of the "Personas"
User Tasks

The next step was to prepare a matrix with the user tasks and their frequency of use.

Person #1 Person #2 Person #3
Create a profile Only Only Only
Spontaneous sharing of ideas Many times Sometimes Never
Sharing ideas within a contest

Many times

Few times

Many times

View ideas

Many times

Few times


Filter ideas

Many times

Few times


Comment ideas

Many times

Few times

Many times

Vote ideas



Many times

Sharing ideas in networks

Few times


Many times

Users tasks


  • A clean and easily scalable interface.
  • Maintain consistency during implementation and facilitate the work of the development team.
  • A structure that works properly for all accounts and objectives.
Design decisions
  • Build a Card-Based Design.
  • Prepare a library of components to help maintain consistency for all types of views.
  • Provide two layers of customisation: first, to adapt to the company’s branding and, second, to its objectives.

Working on tight deadlines, we decided to prepare wireframes and work on them when preparing the HTML templates that the development team would later turn into Ruby on rails views.

After the first paper tests, we went on to the prototyping tool; on this occasion we opted for Balsamiq, mainly because it allowed us to work quickly and removed the temptation to add unnecessary visual elements.

Low-fi wireframe para la Home
Low-fi wireframe for the Home

Final result


We achieved our two main goals: a cleaner interface and a higher loading speed, which translated into more engagement (i.e. increased time spent on each visit), encouraging participation and improving conversion rates.

The two layers of customisation that we added allowed us to adapt to the company’s branding and its purpose, so that a single product could adjust to the needs of every customer, such as large banking groups, insurance brokers, hotel groups, retail companies, social institutions, local governments and universities.

Final design - home
Home of one of the communities
Final design - ideas
List of ideas from one of the communities
Some examples of our communities
  • Grupo Hotusa
  • UNLTD Spain
  • Alain Afflelou
  • Digital enterprise show
  • Womenalia
  • Ayuntamiento de Santander

Product developed by

ideas4all Innovation