Product Origin
Arcadia originated within a small product team at Havas NY. Being a “With Watson development partner,” Havas wanted to use their knowledge of IBM’s cognitive APIs and custom algorithms to help strategists work smarter and give clients the best customer insight. Arcadia is an online tool where users can input survey and syndicated data to track realtime audience segments, mindsets, and touch points. Data can be reused, reanalyzed, refreshed, and exported into .svg files for presentation.

I worked as a Senior Visual Designer, alongside an agile product team of UX, strategy, design, dev, and product management. For 9 months, I helped design Arcadia end-to-end. My responsibilities included the brand development, product UI design, and the final marketing materials.

Product Components
Alongside my ACD, we developed all of Arcadia’s branding and UI elements. We built an extensive and collaborative Sketch library of product components, which allowed us to share realtime design updates with our developers. The following elements are a small glimpse into what we created. We leveraged simple sans serif typography for legibility and clear communication. We also studied color applications for large data sets. Ultimately, we applied all of our branded elements across 80+ product screens.

Sample Journey - Survey
The following frames are a small snapshot of a typical Arcadia user journey. Users can build and field surveys directly in Arcadia or upload them from a third-party data aggregator.

Build a Survey
Demographic, psychographic and user journey questions must be created to develop a meaningful survey. Once users craft their survey they can generate a shareable link and start collecting responses within Arcadia.

User Journey
Arcadia will translate survey responses into rich data that is filtered across the user journey. Strategists will develop open ended questions and the user journey that it will map against.

Syndicated Data
In addition to creating surveys, users can upload syndicated research data from third party vendors. Arcadia will surface anomalies within the data and automate segment comparisons.

Analyze Survey Data
Arcadia utilizes AI to analyze your customers’ sentiment, emotions and language style to help find patterns faster and without cognitive bias. Advanced filters let you visualize different segmentations so you can identify the data that stands out.

Analyze Survey Data
After segmenting your specific audience with our advanced filter, users can view their respondent sentiment towards particular statements or keywords. At any time users can adjust the user journey phase and question, to see different results. By selecting the star, users can save the insight as currently segmented.