Case study

Seer Interactive can now run more projects at once, increasing revenue

Results

Increased revenue by delivering more projects

Highlighted technical design flaws

Increased speed of cross-team design iteration

What do Seer interactive do?

Seer Interactive is a digital marketing agency that utilises big data to discover deep user insights to inform decisions.

By focusing on removing assumptions and being factual with decision-making, they ensure higher quality content with their customers.

Industry

Marketing

Challenge

Internal and external development teams work on tasks together, but the design expectations and completed tasks sometimes differ.

This mismatch meant doing re-work to fix issues and integrations instead of taking on new tasks or projects, which sometimes resulted in missed deadlines.

The lack of standards that generic diagramming tools allow leads to inconsistent output and confusion, resulting in time-consuming mistakes and re-work.

Previously it was like “You build the door, we'll build the body” - then when we come together they don't fit. That was expensive…

Data Engineer

Approach

The C4 model enabled a lightweight way to create visual consistency.
Diagrams-as-code was trialled but found it to be too slow for real time communication and the overhead of setting it up on every machine caused friction and felt very manual.
The collaboration, interactive UI and visuals of IcePanel appealed to the broader team and audience, making it the tool of choice.

Results

Increased revenue by delivering more projects

Highlighted technical design flaws

Increased speed of cross-team design iteration

A big value add with IcePanel has been documenting existing systems because inefficiencies and poor patterns jump out at you!

Data Engineer

Conclusion

Seer Interactive has increased sales as their dev teams work more in sync and efficiently, releasing code faster with more confidence.
Developers understand designs and broader context, allowing them to achieve customer goals quicker and contribute to more projects.
They have also discovered mistakes and flaws during collaborative conversations that the team had otherwise missed, leading to product improvements and efficiencies.