Tenzing
A design audit is an analysis of the design elements and branding guidelines in use by a company. Its main purpose is to make sure that the branding is consistent across all channels.
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Tenzing is an SME that is not heavily design-led. Thus, my team and I came up with six questions that we considered were vital to the effectiveness of the design and innovation audit. Primary and secondary research was carried out.The findings of the audit consist of the internal view and external view of the organization as well as recommendations.
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My role: UX research, product research and market research
APPROACH
Conducting a design audit of Tenzing
The project applied different tools and methods such as competitor analysis, brand positioning, touchpoint analysis, and market research to carry out a design audit of Tenzing.
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Additionally, recommendations were developed to improve Tenzing's performance through innovation and design.
KEY LEARNING
Conducting the audit from an internal point of view, helped to understand the organisational structure, innovation process and current use of networks and whether these factors influence the ability to use design and innovation strategically or not. Whereas, examining the organization from an external point of view helped to understand product performance and product system, the quality of service, existing channels, customer experience, and brand image.
