Upon running a series of market segmentation research against their core customers - concreters, builders and general trades - ARC had identfied that there is a great opportunity on their residential customer segment, typically a small operator concreter/builder.

As part the facilitation, we helped ARC in developing a key user persona. Named ‘Ned’, he is a solo concreter who has a short term focus, busy in the job and needs a tool simple enough that won’t take him too much time to fiddle with. Like most B2B trade customers, Ned is likely an existing ARC customer who values his relationship with his local branch manager. Ned sees the value in having an online portal simply for the purposes of speed, efficiency and transparency on his orders.

The Australian Reinforcing Company is set to provide a point of difference to their core group of customers in the residential sector by servicing them more efficiently through a mobile application, that strategically can help the business improve revenue and margins.

The goal was simple – to be the market leader with a more responsive & transparent product/service offer through a user-friendly mobile app. The business believes that simplicity and familiarity will do it’s job that ultimately will bring results to the bottomline.

In order to successfully do this, a vision needed to be created. A proof of concept where the customers get to validate what they need (and don’t need). This is where the team at Relab came into the picture, to help accelerate the process in finding the balance between business goals and customer needs, in a form of a high-fidelity mobile app prototype.