Reflective Digital

Please describe your company and your position there.

I am the CEO and Cofounder of Keystroke DNA. We provide behavioral biometric authentication cybersecurity services using keystroke dynamics based analytics of user typing patterns.

For what projects/services did your company hire Reflective Digital?

My company recently participated in Google for Startups (GFS) launchpad program and based on advice received from program experts and mentors, we realized that our website content, messaging and online product demo were ineffective and not reaching our intended target audiences. While my current team is quite strong technically, we lack in house design capabilities and typically outsource this function.

What were your goals for this project?

We wanted to completely revamp our website content and rework our product demo to increase lead generation and conversion and bring in additional online sales.

How did you select Reflective Digital?

I first solicited bids from 3 different local Estonian companies to get cost and timing estimates. After receiving the bids, I called and discussed the scope of the project directly with Reflective Digital.

I had previously worked with the founder of Reflective Digital in a different company and was familiar with the quality of his work and ability to deliver on time and within budget. I then asked and received a bid from Reflective Digital in about a week, which was both below cost and estimated to take less time than the bids I had already received making it an easy decision.

Describe the project in detail.

The project entailed a complete redesign of our website including content and messaging, as well as redesigning our online product demo. I provided notes I had gathered during the GFS launchpad program as well as my own thoughts as the basis for the redesign.

Reflective Digital used Figma as the main tool for our collaboration and even gave me access so that I could easily make edits and suggestions. Reflective Digital provided mockups of the various web pages, and also the product demo that I reviewed and edited in an iterative process of the course of several months. During the project, Reflective Digital also made various suggestions that were out of scope related to our pricing strategy and our online marketing efforts, some of which resulted in changes and improvements in these areas as well.

What was the team composition?

I worked directly with Andrew Mykhashula who was my primary contact and who performed all of the work on Reflective Digital's side.

Can you share any outcomes from the project that demonstrate progress or success?

The feedback gathered post project on the changes we implemented from the GFS program, our investors, and customers have been overwhelmingly positive. While its difficult to adequately measure the success of the project due to the negative impact that COVID has had on our business, our online conversions are now steadily increasing.

How effective was the workflow between your team and theirs?

I would say that the workflow was extremely effective with Reflective Digital, but I expected this going into our collaboration based on past experience.

Andrew was continually available to speak directly whenever I needed and was also responsive to any and all queries I had. I added him to our Slack team and he interacted very well not only with me but also with the other members of our team on the various components of our site and demo that each were responsible for.

What did you find most impressive about this company?

The most impressive thing was that we felt that they had a sincere desire to help our business. They are not just after completing the task that was originally assigned to them. Andrew wasn't there just to do a job, he was there to help in any way that he could whether or not it was originally within scope. I stay in contact with Reflective Digital to this day and will use their services again as the need arises.

Are there any areas for improvement?

There's really nothing that comes to mind that I would suggest needs improving in how Reflective Digital worked with us.

Introduce your business and what you do there.

I’m a managing partner at Noltic, a consulting and development Salesforce company.

What challenge were you trying to address with Reflective Digital?

We were helping a financial institution in the U.S. deliver a new customer experience with our CRM. The original UI that Salesforce provided was quite difficult for the team and it wasn’t proving an effective way for their sales process. We needed help with the UX.

What was the scope of their involvement?

Reflective Digital handled the UX part which was essentially getting the flows done with the customer and how the Salesforce was to move through the whole process from getting the lead to actually closing their opportunity.

For the UI work, they were putting screens together. We work with them on other projects from time to time and we’re going to start another one soon.

What is the team composition?

There are two people working with us and we have a primary contact.

How did you come to work with Reflective Digital?

I’d worked with our primary contact on other projects before as a part of a different company. I knew they’d do a good job.  

How much have you invested with them?

We’ve spent $50,000.

What is the status of this engagement?

We started working together in June 2019 and the engagement is ongoing.

What evidence can you share that demonstrates the impact of the engagement?

Our customer, thanks to Reflective Digital’s help in solving their problems, is much more efficient in their sales process. They’ve seen a 20-30% increase for each salesperson. They’re able to use the platform instead of spreadsheets, too. Compared to before the new interface, there’s 5x less negative feedback. 

How did Reflective Digital perform from a project management standpoint?

The project management is handled on our side. We use Jira and Slack.

What did you find most impressive about them?

I like that they think outside the box and challenge things. They’re always trying to achieve the best and won’t settle for something that isn’t good enough. 

Are there any areas they could improve?

No, my experience is good and there has been nothing negative.

Do you have any advice for potential customers?

Listen to what they have to say before making a decision.