Enlumi Data- Providing businesses access to real-time consumer insights
Democratizing consumer data/insights needed to make strategic business decisions
Enlumi Data, is an early-stage consumer research platform that helps to democratize access to consumer data in Africa. With this platform, businesses can deploy surveys to real consumers and get insights within minutes. In addition to this, users also have the flexibility of validating their business ideas, pricing and measure product perception before or after launching. Companies partner with Enlumi to serve products and services directly to this engaged audience or to glean insights from this audience via consumer research. The consumer research includes but is not limited to concept testing, pain point validation, message/media testing, brand perception, awareness and satisfaction. The platform is primarily a desktop web application.
Problem Statement
From experience, we have seen a lot of businesses collapse, due to the lack of accurate data/insights needed to make strategic business decisions. Even when data is collected, alot of businesses do not have the technical capability to uncover insights from the data collected. Enlumi Data seeks to bridge this gap between businesses and consumers by providing a platform that allows verified users deploy surveys specifying their target audience, with insights received within minutes.
We were motivated to build Enlumi Data after noticing a pattern with start-ups and businesses. To validate some of these our assumptions, we held series of interviews, shared questionnaires and also made us of secondary research. On the other end however, we were tasked with creating an application that also favours the respondents providing these insights, which led us to create
the Lumi App, the primary user interface for respondents.
Simplicity in complexity
My primary design concern was ensuring the application was very intuitive and simple regardless of the numerous complexities. To do this, I endeavoured to set the general tone as “semi-formal”, while also breaking down the steps taken to publish a survey into simplified modules:
The defining rationale behind this was to enable users quickly move from step to step in a very intuitive manner. This was eventually validated during user testing.
We also prioritized user’s ability to preview their surveys on both mobile and desktop screens before publishing.
There was also alot of emphasis on how users viewed their eventual results with various data visualization options made available.
Conclusion
Anyone who’s ever tried to look, understands that finding good quality data about African consumers is tough, to say the least. Data driven decision making is critical for successful enterprises in Africa, be it for individuals, businesses, small and large or governments alike, and I was thrilled to be a part of bridging that gap. The application is currently in use by alot of corporate clients such as AfricaCheck, Sparkle, Gifftr, etc.
