inca
changing the way we conduct market research digitally
TIMELINE: ongoing (2020-present)
TEAM: Nexxt Intelligence
As Lead Designer at Nexxt Intelligence, an AI start-up in Toronto, I work with a team of developers, data scientists, and researchers to improve our flagship product inca.
THE PROBLEM
Why is this important?
Digital research results are being compromised.
Respondent fatigue is a known issue in the industry—but stakeholders don't care, because they need results. While qualitative research provides engagement and breadth, it lacks the quantitative scale to provide companies data with confidence.
USERS
Who should care?
The growing market opportunity we are targeting is enterprise clients that need to discover, test, and monitor the way customers perceive and interact with them, especially now due to the mass disruption from the COVID pandemic changing baseline assumptions across all industries.
What if we could combine depth x scale? Qual x Quant?
OUR SOLUTION
The inca platform
inca by Nexxt Intelligence is a conversational AI insight platform for understanding underlying consumer motivations—at a fraction of time and cost—through engaging research experiences and purpose-built NLP. Built upon qualitative fundamentals such as rapport, probing, and projective techniques, inca has developed a new way to do research that yields actionable insights faster.
BUILD
inca Project Builder
This is where researchers take the helm and build research projects with inca. Our goal is to provide researchers with all the tools they need to get the insights they want, with research best practices built in.
- NLP Targets (full case study)
- Sign-up & onboarding flow
CHAT
inca Chatbot
This is how respondents participate in research conversations with inca! Our goal is to build rapport with people to create engaging research experiences, for better insights.
Some highlights of my work:
- Translating traditional projective research techniques into digital experiences
- Improving respondent engagement
- Edit/Redo/Undo messages
ANALYSE
inca Dashboard
This is where respondent data is updated real-time, so researchers can get quick updates on their work. Our goal is to use AI to synthesize large amounts of data and tell effective data stories.
Some of my highlights:
- Dashboard Analytics page redesign
- Open-ended response card integration with NLP
- Filtering tool for data viewing
MY WORK IN DEPTH
Check out my latest project for inca below ↓
I split my efforts between designing new features ( ex. NLP Targets ), improving UI based on user feedback ( ex. Analytics Dashboard ), and marketing our product through thought leadership ( ex. Understanding the Modern Qualitative Toolbox ).
NLP Targets: changing the flow of question-asking by using phrase detection as triggers
By using NLP (Natural Language Processing) technology, inca is able to parse participant responses to its questions. If a specific idea is detected, we want to allow researchers to naturally insert a question into the conversational flow. I was tasked with integrating this feature into the current app ecosystem.
This is a new feature currently in development. This page is password protected. Please get in touch if I haven't provided you with the password!
Understanding the Modern Qualitative Toolbox: why digital qualitative requires a redesign from ground up
I had the opportunity to co-present at the Digital Qualitative Summit 2021 with Kathy Cheng, Nexxt Intelligence CEO. In this talk, we discuss how AI-enhanced digital qualitative techniques can create effective and efficient research experiences for participants and researchers alike. I also produced our video and teaser content. The full presentation is availible online here.
Featured are inca's take on digital projective techniques. Projective techniques are enabling activities typically conducted in in-person qualitative interviews to help participants articulate their thoughts. I led the design of the digitization of projective techniques for inca's platform. This is a new concept in the market research industry.
(I'm also the illustrator behind all the UI illustrations and the marketing material at Nexxt!) I developed our brand book and led the company rebranding as my first project.
Analytics Dashboard: reducing friction in user flow to aid data storytelling
I redesigned inca's analytics dashboard to better serve our user interests. This feature has been implemented and is currently being tested.