ScreenRoot

BACKGROUND

Introduce your business and what you do there.

I’m the assistant VP of digital at TATA Capital, a financial institution.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with ScreenRoot?

We were looking for a company that could help us revamp our website. We wanted them to not only look at it from a design standpoint but also give us ideas on what the missing functionalities were on our website. 

SOLUTION

What was the scope of their involvement?

ScreenRoot revamped our website’s design. With each feature, we gave them the requirements and they designed the frontend for it. For example, if we wanted a way for customers to use WhatsApp to drive leads for loans, ScreenRoot would design the content to make sure that the customer journey would be acceptable. It’s a business-driven project. 

Now, they continue to look after the website design and coding, handling content placement and strategy in addition to adding new products. 

They also manage the designs for our iOS and Android mobile apps. One of them is a complex solution that functions as a corporate credit card. Users have a specific credit limit they can draw from to pay for their invoices. They can also use the app to get approvals, see updates on existing limits, and enhance their funds. The second project is an investment app.

What is the team composition?

We’re in contact with the founder on a daily basis — he’s very approachable — and regularly speak with the head of project management. We’ve also had about three project managers so far. I interact with 3–4 designers, and there’s the sales head, too, who has since left the company.

How did you come to work with ScreenRoot?

We had multiple interview rounds with various partners to identify who would be the best fit in terms of cost, scalability, and more.  

We’d heard about ScreenRoot through the grapevine in the financial services industry. Our team did some research and saw that they were very good. They also came very well prepared for the pitch compared to the others. They currently work with one of the leading banks in India as well. 

In the end, we chose because they made a lot of points that we liked and had a good support plan.

How much have you invested with them?

We’ve spent about $100,000.

What is the status of this engagement?

We started working together in January 2019-ongoing. The engagement has increased in the last two and a half years since we contracted them.

RESULTS & FEEDBACK

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

For the website, we look at it from a purely analytical standpoint. We base our success on the bounce rate, the exit rate, and the time spent on the page itself. These metrics have significantly improved over the last two years. The main thing that’s very important for us is the speed, which we track on a regular basis. After having multiple discussions with their team, they’ve notably improved our site speed. 

Our search rankings have also improved overall. They work with our SEO team to ensure that whatever requirements we have, from metatags and meta descriptions to separate pages and keywords, are done by both teams. As a result, the number of visitors to our website has increased exponentially over the last three years.

Regarding the mobile apps, we launched the solutions for our corporate customers to service their existing loans in March 2020. The apps have done well, generating a huge amount of revenue for us over the last year. That has especially helped us during the pandemic. People like and use the apps on a regular basis.

How did ScreenRoot perform from a project management standpoint?

ScreenRoot’s project management is pretty bang on. Most of the requirements are understood properly, and the project managers ask the right questions. They don’t shy away from saying they don’t understand something. They’re eager to learn. 

Overall, they’re very good to work with and they’re usually spot on with the timelines. There have been a few timelines missed by a week or so, which is understandable in any project. The team delivers quality, and I can check their tasks each week through a Google Sheet.

What did you find most impressive about them?

Even though I’ve never visited their office, I can still convey my ideas to their team. Their ability to understand a project is second to none. If they don’t understand, they just ask questions. After I explain my point, they deliver the component exactly as I’ve imagined it. 

Are there any areas they could improve?

Since they focus on quality, sometimes they miss certain timelines. They still deliver within the limits we usually set out, though. If it’s a larger project, we usually buffer for 1–2 weeks in case there are design and wireframe changes and coding issues.

BACKGROUND

Please describe your company and your position there.

I work as Digital Marketing Manager at Dr Reddys who is responsible for Different product deliveries & build automated assets.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire ScreenRoot?

We wanted to come up with our own digital Asset for the organisation. The intent was to engage as many doctors as possible who we reach out to. This would help us gain insights and behaviors of different users which is both customized and personalized.

SOLUTION

How did you select this vendor?

We evaluated couple of agencies who we already worked with us and who delivered some of the best projects for our company. We are happy that Screen root has been part of our project and they brought expertise which helped us gain traffic of 50k within first month of the launch.

Describe the project in detail and walk through the stages of the project.

DRL has been spending quite some on Digital platforms & however, DRL is not sure who the audience is. Data has become such a crucial ingredient to understand and cater to the audience needs. In addition to this, DRL understood that it can help updation/up-gradation of HCP knowledge in the space where its brands are available.

This triggered us to build a platform for HCP’s: Sweet spot for both organisation & our customers. Doc Vidya is DRL owned online website that is targeted to HCPs to drive change in their behavior and beliefs for our brands, molecules and therapy related initiatives. The website will influence change in behavior leading to high prescriptions.

How many resources from the vendor's team worked with you, and what were their positions?

Our team worked with one UX Designer & one project manager who delivered figma files as an end output.

RESULTS & FEEDBACK

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

Currently, we have 50K users within one month of go Live date.

How effective was the workflow between your team and theirs?

The team brought in the best industry practices and communicated regularly with us on what the improvisations that can be made based on different use cases. They also spent time during testing & QA which immensely helped in smooth execution of final product.

What did you find most impressive or unique about this company?

The involvement and the communication during the entire journey. (Research>>Design>>Testing>>Final delivery)

Are there any areas for improvement or something they could have done differently?

We faced some difficulty during transition between different resource. I think this is something that could've been improved.

BACKGROUND

Introduce your business and what you do there.

I’m the senior product manager at Harappa Education, an online institution that's building courses and curricula to bridge the skills gap currently in the workplace and preparing individuals for a better future. We’re located in New Delhi and have around 35 employees.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with ScreenRoot?

Our company started almost four years back. We had a clear proposition and wanted to quickly get into the market with our product. ScreenRoot was hired to do the entire UX/UI development. 

SOLUTION

What was the scope of their involvement?

ScreenRoot came up with all the wireframes and performed research based on the design brief we provided them. They provided the final deliverables as PSD files usable by our in-house development team. Most of the content was done by us, but they did provide some of it. They had a good understanding of our proposition.

What is the team composition?

We were assigned a project manager, who was our main point of contact at ScreenRoot. We always coordinated with him, and I managed the team on our side. ScreenRoot’s team varied in size across the engagement. There were 4–5 people assigned to our project on average, at any given time.

How did you come to work with ScreenRoot?

We were looking for agencies with certain design skills, good portfolios, and who’d worked for certain clients. We had discussions with a couple of other agencies as well, and we liked the thought process ScreenRoot presented. Their design methodology was quite impressive, so we moved forward with them.

How much have you invested with them?

The cost so far is around 21 lakh Indian rupees ($30,400 USD), and the total cost will be 25 lakh Indian rupees ($36,200 USD). Some parts of the work are still in progress and have not been paid for yet.

What is the status of this engagement?

We started working with ScreenRoot around June 2018, and the collaboration is ongoing. We’ve worked on a project-by-project basis and had a total of four projects since the beginning.

RESULTS & FEEDBACK

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

The work they’ve done has been found to be quite impressive by initial customers and certain partners. ScreenRoot has been very supportive in iterating with us and guiding us regarding how to collect feedback on our designs.

The go-to market has been quite smooth, and all our customers have loved the design. We launched a couple of months back, and we’re getting a really good response early on.

How did ScreenRoot perform from a project management standpoint?

There have been times when deadlines were not met, but not because of ScreenRoot’s inefficiency or bad project management. We needed extra hours to build certain designs, and ScreenRoot was upfront about possible delays. We understood that certain things were more complex than we envisioned at the time of the brief.

What did you find most impressive about them?

We’ve had a fabulous experience with ScreenRoot. As a product manager, I’ve learned a lot about how proper UI/UX is done. Their design methodology is all data- and research-driven, so they’re not dependent on 1–2 designers. There have been times when the team shifted and people were replaced, but that didn’t impact our work in any way. It’s been a smooth experience, and we wish to continue working with ScreenRoot for a long time.

Are there any areas they could improve?

There are no improvements I can recall, but there have been times when ScreenRoot overanalyzed certain things to reach customer satisfaction. They want their work to be perfect, but we’ve had to push them to kick deliverables out at times, rather than overthink them.

Turnaround times are important in business, so we can't wait for too much brainstorming and thinking around a particular deliverable. This is an area where they should manage how perfect a solution should be.

BACKGROUND

Introduce your business and what you do there.

I am the head of the marketing division of Karix Mobile Pvt. Ltd., a company that primarily provides messaging solutions such as SMS and email.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Screenroot?

We had a previous website that wasn’t designed well,  with bad UI/UX, and unorganized architecture. Our customers were having a tough time figuring out how to navigate site.

Screenroot was hired to create a new website for us to fix these problems and to increase our traffic.

SOLUTION

What was the scope of their involvement?

First, Screenroot defined a framework for us to understand the scope and requirements of the projects. Then, they developed a wireframe of our information architecture and how our content would be structured visually on WordPress. This step helped us clearly how our navigation was going to function and how our content was going to be organized on individual pages. After the final designs were approved, they delivered the HTML pages and finalized the WordPress sites.

What is the team composition?

We worked with a project manager and two developers.

How did you come to work with Screenroot?

Our previous company did not understand our business. I was new to Karix Mobile at the time and wanted to vouch for a company I knew could help the business. Screenroot met all my requirements and I was confident they could deliver quality results.

How much have you invested with them?

We invested ₹24 lakh rupees ($36,427 USD).

What is the status of this engagement?

We started the engagement in October 2017 and it ended in April 2018.

RESULTS & FEEDBACK

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

We saw a stark improvement between the older and newer website. The new website’s marketing automation gives us access to a robust and smoother lead management process as marketing automation. Our information architecture became much better, and our investors provided very positive feedback on the UX/UI. In the past, our customers didn’t even know who we were, but now, our site effectively markets our brand.

How did Screenroot perform from a project management standpoint?

We initially communicated almost on a daily basis and exchanged feedback. After we developed our project timeline, we communicated once a week as they continued to update us on their work. During implementation, our communication picked up again to discuss bugs and fixes. Overall, Screenroot made sure there was no gaps or misunderstandings between us.

What did you find most impressive about them?

Even though we only provided a minimalistic brief of our business, they were able to understand fully our business, our competition, and how to best represent our brand. They were very good designers and integrated a quality backend earlier than predicted. Screenroot was a one-stop shop and we relied on them from development to marketing.

Are there any areas they could improve?

Towards the end, they could’ve paid a little more attention to the design of the pages.

Do you have any advice for potential customers?

Make sure to clearly scope out the work and take the time to communicate your business’s needs. If you invest time and effort into your own project, they’ll do a great job.

BACKGROUND

Introduce your business and what you do there.

I am the manager of Mahindra Rural Housing Finance, a non-banking financial company that provides housing loans primarily for rural areas.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with ScreenRoot?

Our customers are not very well-versed in technology. Thus, we wanted to create a website that was easy to use, user-friendly, and attractive. We also wanted to recreate our perspective to be consumer-focused.

SOLUTION

What was the scope of their involvement?

ScreenRoot first conducted interviews and took the time to understand our business, challenges, and customers. They created a roadmap to outline deliverables, phases, and deadlines.

Their team developed the site’s initial version including the UX/UI, content, and features. Then, ScreenRoot tested the site for any bugs or errors. After an additional 6–7 months of smoothing out the code, they finalized the website.

What is the team composition?

We worked with a team of five including a sales specialist, designers, and developers.

How did you come to work with Screenroot?

ScreenRoot previously worked with our parent company. We were considering their company and four others, and they presented the best proposal.

How much have you invested with them?

We invested around $20,000.

What is the status of this engagement?

The engagement lasted from August 2017–April 2018.

RESULTS & FEEDBACK

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

It’s too early to show any consumer metrics. However, the day the website launched, our other industry executives and chairman applauded the professional appearance of the site. We also received a large increase in traffic to our site.

How did Screenroot perform from a project management standpoint?

They interacted with us on a weekly basis and set clear milestones. ScreenRoot consistently let us know about any delays. Their team made sure communication was smooth.

What did you find most impressive about them?

They were very flexible and very quick to accommodate to last minute changes.

Are there any areas they could improve?

They could improve their data management. We had some incidences where we had to resend them our data.

Do you have any advice for potential customers?

It is very important to map out what you want to do in your project. Make sure to help them understand your business and your requirements.

BACKGROUND

Introduce your business and what you do there.

Mahindra is an Indian conglomerate that consists of several separate businesses in various industries, including automobiles, tractors, airplanes, and IT. I’m the senior manager of the Mahindra corporate brand team, which handles brand perception.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with ScreenRoot?

The first challenge that ScreenRoot addressed was to develop a website that represented Mahindra as innovative. As we are in 150 businesses in 100 countries, it was a gigantic task to consolidate all of that into one innovation philosophy.

Our second challenge was to create an interactive annual report, which was quite complicated because we have so many businesses. We wanted a web portal that could handle any sort of information that an investor in Mahindra would look for. This tool had to be easy to use and understand.

The third challenge was to make a career site for potential employees. We wanted to increase the number of jobs that gets filled through our website and reduce the dependence on consultants. Using this portal, applicants could see what positions are available.

SOLUTION

What was the scope of their involvement?

We use ScreenRoot primarily for website development. Initially, we would give them the requirements for what we want to do. They would develop the idea, put together a strategy, and create wireframes and HTML. Based on those, they would create mobile, tablet, and website applications. ScreenRoot also optimizes our site.They create advanced features for our sites, in terms of interactivity and representing complex data. Sometimes, they create content and images as well.

For the investor relations portal, ScreenRoot developed features that allow users to select any range of years and any figures and view that information on the website. Instead of having to create their own charts, investors are able to do it live on our website in a very intuitive way. They could also download the information as an Excel file or image.

On the career site, we were able to attribute a boss, location, benefits, and other qualities to each job. If you are a job seeker, you’ll be able to see the job and all those details online. This was made possible by cross mapping 2 companies within the Mahindra group. It was the first time in the world that someone has attempted to do a feature like this.

What is the team dynamic?

I interact with 3 people, including Priyanka, who handles the account servicing, and her boss. Tanmay is the CEO. They have a large backend team, with about 30 people working on different projects at different times. I have interacted with them sometimes, and I have been to their office. They’re flexible. There are no other team members who are exclusively dedicated to our projects.

How did you come to work with ScreenRoot?

ScreenRoot was one of the companies that we invited for a website pitch. We didn’t know much about them at the time, except that they were based out of Goa, which is unusual for an agency. We were pleasantly surprised at the amount of work they had done. They were able to accurately articulate ideas as per the brief. They quickly won our confidence and our business.

How much have you invested with them?

We’ve spent $100,000 on their services.

What is the status of this engagement?

We started working with them in March 2015, and the relationship is ongoing. A project with them can last from 2–5 months.

RESULTS & FEEDBACK

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

The easiest and most telling metric is the average time spent on the rest of the website, which is 2 minutes. In comparison, the average time a website visitor spends on what ScreenRoot developed is 2 minutes and 45 seconds. That improvement is significant when it comes to digital work. What they’ve developed is quite innovative, especially for the investor relations community and the job seekers community that we are serving. They’ve never seen anything like the tools that ScreenRoot developed. As a result, we’ve received positive feedback both externally and internally. We get feedback on the amount of effort we’ve put into these solutions as well as the fluidity of the experience and how well they are put together.

How did ScreenRoot perform from a project management standpoint?

ScreenRoot is able to handle tight timelines, and the team has strong project management. One thing that most agencies have in common is a looseness towards deadlines and about closing loops. In both these areas, ScreenRoot is particularly strong, which is why we prefer them when we have complex problems. We don’t have to watch over every aspect and micromanage every detail — ScreenRoot will handle it on their end. They do not make mistakes even if we want something and something else is delivered, or we’ve agreed upon a date and that date is crossed. Even if there are delays on our end, they’ve been able to deliver on the date we required.

We communicate more during the beginning and end phases of a project. I speak to them daily or once every 2–3 days. Towards the middle of the project, we would talk once a week. At the end, there would be increased conversations again. We have very fluid conversations. They’re not scheduled. The conversations would last for 5 minutes to an hour, depending on the complexity of what we’re trying to address.

What did you find most impressive about them?

ScreenRoot works in a very structured manner and delivers complicated projects with little supervision. They do not need micromanagement — you can leave them to themselves. They use common sense to see if something works and if it’s user-friendly. Considering the amount of management that we have to do for other agencies, ScreenRoot comes out on top by leaps and bounds.

I would recommend them very highly. Potential clients need to make sure that the project scope and deadlines are tightly agreed upon. If your brief is clear, they will be able to deliver very clearly on that brief.

Are there any areas they could improve?

When it comes to developing a strategy, they have ideas of their own, but they do not do benchmarking. We look at the competition and best practices, then we bring that information to ScreenRoot. We tell them what we like, and they deliver it. That is an area they can work on.

They are an agency that works out of Goa, which is not a commercial hub for most clients. They don’t attend a lot of events and award functions. If they did, I think they would have better business. That’s just some feedback for them because I wish they could grow.

BACKGROUND

Introduce your business and what you do there.

I represent a group of hospitals. We’re a free care hospital in the northern part of the country. When we started, we were the largest hospital in this region.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with ScreenRoot?

We concentrated on patient care when we established our business, but eventually realized our web and physical presence didn’t correlate.The previous website was inward looking. We wanted to carry the glamour in the healthcare business over to the distant world.

We were not looking for minor template changes, but rather a complete, uniform makeover of our UX. ScreenRoot did a preliminary investigation of our website and informed us that it was focused more on offered specialities rather than patient experience. The fact that they pointed out our website was focused inward, rather than outward, was very impressive to us. The journey began, and they then started working on our website. More recently, they have been helping with three applications.

SOLUTION

What was the scope of their involvement?

One of the top digital marketing companies in the country was working with us on our website previously, but we chose to cease our partnership with them because of resistance on their side. They failed to use Google Analytics or any kind of testing software on our website, and we needed someone whose agenda fit with ours. I wanted someone to challenge and guide me, rather than simply taking orders.

Talking about something during a presentation and delivering what is promised are two different things, and it makes it more difficult when you aren’t sure what you’re looking for. In our case, we weren’t completely sure of what we wanted with the website and app, so we had a meeting to compile a laundry list of possible things for both.

After the first phase of initial planning, phase two involved sitting in and working long hours with ScreenRoot’s visual and UX experts, then designing the entire thing. Phase three involved analytics of the product where we identified possible improvements for the site. There was not content development in the initial phase, but rather a design based on certain templates. We realized without any kind of media, that the website would be ineffective. ScreenRoot helped us develop unique and rich media for our UX, including short informative videos of hospital employees and their daily duties. These three phases completed one-and-half year and are now in production.

What is the team dynamic?

We work with a total of 20-21 people total from ScreenRoot. As far as wireframing and visual design goes, we typically have about seven people. We also have project managers and various people working in the background.

We communicate mostly with the project managers, and in the initial phase, I spoke with them on a daily basis, then less during the coding cycle. We work for 6 days a week. Being in the conceptual stage and design stage, my initial interactions with Screen Root were very long and intense. As I was part of the initial story from my company's side, I used to personally interact with them a minimum of 1-2 times a week.

How did you come to work with ScreenRoot?

My roots are in programming. Twenty-four years before joining this hospital, I was in an IT consulting firm, so I was familiar with how difficult it can be to find someone that can not only build software, but develop good UX/UI.

We were looking for someone with a good balance of flexibility and expertise. ScreenRoot was referenced to me through a fellow CIO and became one of the three contenders. We spent 2.5 days in their office with their project managers, designers, UX specialists, and developers. It was not so much an interview, but an observation of their problem solving abilities. We then called them on a Saturday morning to see if they would accommodate a client on a nonworking day, because hospitals operate seven days a week. We selected ScreenRoot after much deliberation and due to their ability to meet our all of our requirements.

How much have you invested with them?

We’ve spent $250,000.

What is the status of this engagement?

We started working together in December 2015, and the relationship is ongoing.

RESULTS & FEEDBACK

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

We’ve received a lot of positive feedback from patients and others who use our website to generate patient traffic. Some of the videos ScreenRoot created are played on the website as well as in our hospital. Even ScreenRoot’s competitors (who did the initial bidding) have told me ScreenRoot has done a fantastic job on the videos and website. Nothing is better than positive testimonials from your partner’s competitors

How did ScreenRoot perform from a project management standpoint?

We were unsure of our website expectations because we didn’t have a lot of talent in this area, and previously had negative experiences. Screen root completely changed the way we were conceptualizing and did a great job. They had shown immense patience with us and were ready to get their hands dirty. Their project management was impressive, because they were able to navigate all the possibilities we were throwing at them to come up with a manageable project goal.

One thing we liked about them is that they are a company that is strong in human and machine interactions. When they started working with us, they weren’t extremely savvy in the healthcare domain, but have since asserted themselves in the industry by investing in their own progress. Now, they can speak the same language as a few of my colleagues with ease. There have been times when we have suggested a route, and they informed us that there may be a better way of going about it.

What did you find most impressive about them?

They are not timid, and if something’s not right, they will stand in front of me or my boss and state multiple reasons why something is wrong and a way to fix it.

Are there any areas they could improve?

Sometimes, a more pragmatic perspective is needed. Their scalability should also be considered because as a young company, it makes it hard to judge whether or not they could handle a large project load at short notice.

In general, clients should know what they expect and determine what the scope is. The work will be better and sail more smoothly if they know the limits of their own project.

BACKGROUND

Introduce your business and what you do there.

I’m the COO and co-founder of a technology startup in India providing IoT [Internet of Things] and SaaS solutions for the transportation industry. We’ve been in operation for 2 years, providing a lot of solutions for the transportation industry, including the freight and passenger segments.  Our company has been backed by global institutional investors.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with ScreenRoot Technologies?

Considering we have such a diversified platform, the challenge was to make it easy for each set of customers to understand what value we could add to their business. We wanted the platform to be designed in a way that the customer could easily understand the solution. Our customers include small, medium, and large enterprises, so all of them may not necessarily be sophisticated in terms of technology. Our messaging and user experience needed to be consistent on the website and on the platform, which customers pay to use.

We had 2 clear goals. First, we wanted to design and develop the website. Second, the platform that we have is an enterprise SaaS [software-as-a-service] platform, and we wanted to redesign its entire UI/UX [user interface and user experience]. We were working with a freelancer before who had designed the website. However, we were not fully satisfied with the outcome. That was why we wanted to find an agency that was more established.

SOLUTION

What was the scope of their involvement?

We had a debriefing session with their team, which consisted of a design person and a project manager. Once they understood the requirements, ScreenRoot came up with a scoping document and timelines. They assigned a dedicated project manager who collaborated with our team during the entire duration of the engagement. We were given multiple options during the building phase, and they finalized the designs based on our feedback. ScreenRoot asked certain questions to find out what our customers wanted in the solution. We also wanted the questions addressed on the website to show the specific solutions that we have.

What is the team dynamic?

My team interacted with 3 people from ScreenRoot: the creative head, a project manager, and a designer. They stayed the same throughout our entire engagement. I don’t know how many developers were on the project. When we were interviewing them, I interacted with 5–6 people. I’m not sure if they were the same people who worked on the project in the backend.

How did you come to work with ScreenRoot Technologies?

We conducted a thorough research on several agencies and checked out their work. We also met with their teams in person. After that process, we ended up choosing ScreenRoot. It was easier to coordinate with them because they were local.

How much have you invested with them?

We spent $12,000 on the project.

What is the status of this engagement?

We started working with them in December 2016, and the project was completed in February 2017. We will be engaging with ScreenRoot again to work on phase 2 of our product. The website will remain the same.

RESULTS & FEEDBACK

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

ScreenRoot presented our solutions in an authoritative and beautiful way. Just by looking at the website, anyone should be able to understand what we do. Our goal was to satisfy every industry use case.

Our customers appreciated the messaging that came across on our website. They were happy with the look and feel of the website and how easy it was to use. The same thing was true of the platform. Within a few minutes, our customers could understand the entire product, which was rare.

The investors have specifically spoken about the website, and they’re very happy with the results. The investors, both new and existing, have said the whole product experience is fantastic.

How did ScreenRoot Technologies perform from a project management standpoint?

We had a tight schedule of 3 months. Fortunately, ScreenRoot had a structured process, from the scoping and the briefing to the actual development.  They assigned the necessary people to the project and stuck to the timeline. With the work they did, it could have been a much longer project, but they met the deadlines that they set for themselves. We spoke with the project manager or designer twice a week, and they would come up with options and ask for our feedback. They were highly professional.

What did you find most impressive about them?

They put a lot of emphasis on understanding the mindset of the end users, whether it was the product or the website. It was critical to have an understanding of why people were using the product. This understanding allowed ScreenRoot to build a solution that met those needs. That approach was missing from the freelancer we tried first, so the messaging wasn’t coming out clearly.

ScreenRoot had more than 1 opinion, which helped us clarify the position we wanted to highlight. They had probing questions that helped us define our thoughts on what the messaging should be. Their involvement went a lot deeper than just the design.

Are there any areas they could improve?

It was not easy for us to find ScreenRoot. They’re not a widely known company yet, considering the strengths they have. Their brand awareness and marketing is probably lacking, since they have all the ingredients to become highly successful. I think the customer acquisition piece is something they can improve on.

Do you have any advice for future clients of theirs?

I had a discussion with the creative director. It’s time for ScreenRoot to get into this kind of domain so that they could have a much deeper engagement with enterprises. There’s a lot of things about the communication that happens internally and externally, including online and offline media, and all the pieces need to come together. The basic understanding and process of design are already there.

Right now, ScreenRoot can do websites and mobile apps. In the future, they could also design software platforms, internet portals videos, or brochures. From a company perspective, everything needs to have a common messaging theme. A potential customer should check if an end-to-end solution is available with ScreenRoot. If it’s available, it would be a wonderful option.

BACKGROUND

Introduce your business and what you do there.

I’m the CTO of a company that operates three brands that are part of a 43,000-strong restaurant company in India. We’ve been here for 20-odd years, and we operate about 800 stores in India.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Screenroot Technologies?

When we started e-commerce for our food business three or four years ago, it was important for us to have a website that had an appealing design, one that had been designed from a scientific approach.

SOLUTION

What was the scope of their involvement?

Screenroot Technologies was able to put together a website design that is appropriate for the target consumer and removes obstacles in the consumer’s journey. We deliberated on the journey with the marketing and IT teams in terms of coming up with features and functionalities that could be incorporated into the system. We also wanted to use heat maps to track the eye movements of people who visited the website in order to nail down the final part of the design.

We started with an out-of-the-box template for e-commerce. We knew that conversions on the old website weren’t taking place, because people were dropping off because of the website’s poor design and journey.

They provided us with five or six different types of initial designs to choose from. Once we chose, they started working in-depth on those design lines. There were a lot of iterations. Essentially, what they do is they try to understand the brand as much as possible. They visited a couple of our stores near their offices, and they actually included the artwork that is in the store, the tonality, all of that stuff. They also provided the rationale behind why they were suggesting what they were suggesting.

How did you come to work with Screenroot Technologies?

I found Screenroot while browsing online. I was looking for a designer, and I looked into the designer behind the website for a particular cab company in India, because our business also has this issue of addresses. We don't deliver to all of India; we deliver to certain areas within a certain proximity of our stores. We looked at the cab company’s website, liked it, found out that Screenroot designed it, and then brought them in for a meeting. We were considering four companies. One was our existing vendor, one was Screenroot, and then two others. The existing vendor was more of a technology company. They had very little design perspective.

Screenroot Technologies came to us with their team, which included a visual designer and two or three other people. It was good to debrief and share with them what the brand is. Afterward, they went and did more research on the companies that are doing business in and outside of India. Then they came back, presented a pitch, and we began moving forward with design iterations.

How much have you invested with Screenroot Technologies?

I would say we’ve invested close to $160,000-$270,000 with Screenroot.

What is the status of this engagement?

We started working with Screenroot around the end of 2014, and the website went live around the end of 2015. We’re still working together.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

After we moved to the new design, we were able to increase conversions by about 3%-4% for two of the brands. The site they are building for us is an e-commerce site, so the key metric is the conversion. That’s the only goal that we were aiming for, to ensure that everybody who is coming to our food site has a high intentionality to purchase, so we can convert them to a sale. On that particular count, we were able to achieve what we wanted to achieve.

How did Screenroot Technologies perform from a project management standpoint?

I think four or five people worked on our project at any given time. The CEO was involved in the project, and then there was a project manager and two designers, I think. The team was quite stable, and I was in touch with two of the team members. We never had a problem bringing somebody up to speed. From a project management standpoint, they had a single point of contact throughout the project who they used to keep the communication going with all of the stakeholders. They were very diligent as far as scheduling and project management in general.

What did you find most impressive about Screenroot Technologies?

The most impressive thing about Screenroot is that they are a good bunch of people who come to understand a business quickly. They are able to empathize and see what the business and customers are going through, and put together a design that improves the interaction.

Are there any areas Screenroot Technologies could improve?

We keep telling them to push their boundaries.

What tips or recommendations could you share that might increase the likelihood of success with Screenroot Technologies?

It’s important to have the right design company designing the entire journey for your customers. From that perspective, Screenroot is aptly resourced at this point in time to deliver on that count. As a matter of fact, after we decided to do this in India, we got Screenroot to do some of our global projects as well. We recommended them to a couple of regional offices in Singapore and other locations, and we also engaged with Screenroot for other work.

BACKGROUND

Introduce your business and what you do there.

We provide a real estate portal listing new properties. I am a product head for the company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with ScreenRoot Technologies?

We needed to design certain UI and UX features for a new section of the website. We didn’t have that much bandwidth in our team, so we looked at outsourcing the work.

SOLUTION

What was the scope of their involvement?

ScreenRoot Technologies has provided design work for our website. We provided raw data based on which they designed a complete user experience and interface from scratch for our AngularJS website. We have had to make a few changes to the UI, but, in terms of UX, ScreenRoot Technologies’ work was perfect.

They also designed our mobile application and a brand-store section for the main site.

How did you come to work with ScreenRoot Technologies?

When it comes to user experience design, ScreenRoot Technologies is one of the best companies on the market. We had worked with other companies in the past, but their UX design capabilities didn’t compare to ScreenRoot Technologies’.

How much have you invested with ScreenRoot Technologies?

We have worked with ScreenRoot Technologies on three phases of our project, each one with a cost of 1.95 Indian lakhs [$3,000].

What is the status of this engagement?

We started working with ScreenRoot Technologies in January 2016, and have completed around six projects so far. The most recent one was completed in March or April 2017. We plan to outsource more projects to ScreenRoot Technologies.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

When it comes to our mobile application, we have received a lot of appreciation on the Apple Store and Google Play. It’s unlike other apps in the market in terms of design and user experience.

How did ScreenRoot Technologies perform from a project management standpoint?

They have excellent project management. We have worked with two managers from ScreenRoot Technologies’ side over the course of our collaboration. I don’t know how many designers were assigned to our work. Most of our deadlines were met.

What did you find most impressive about Screenroot Technologies?

Their approach to project management is very good. ScreenRoot Technologies also has very good talent in terms of user experience.

Are there any areas ScreenRoot Technologies could improve?

The UI part could be improved.

What tips or recommendations could you share that might increase the likelihood of success with Screenroot Technologies?

I don’t have any advice.