Lumin

Dragonfish were creating high-end client reports by hand, starting from scratch for each engagement and delivering the work as static PDFs. That model was expensive to produce, difficult to scale, and limited the value they could surface to clients in real time. The opportunity was to move from one-off reporting to a product that could support culture assessment, insight generation, and ongoing visibility inside a web app.

I spearheaded the initial idea and led the product definition and UX concepting for the new platform. That included stakeholder interviews, MVP scoping, roadmap planning, user journeys, wireframes, and the ERD needed to make the concept credible enough for internal approval and development.

The core challenge was not just replacing a report format. It was translating a bespoke, manual consulting workflow into a product that still felt high-end, research-led, and useful to senior HR and culture leaders. The team also needed a clear internal narrative to secure buy-in from the managing director and parent company before development could move forward.

I shaped Lumin as a culture platform built around a simple shift: research and reporting should happen together, not as separate steps. The experience was designed to turn survey responses into actionable insights with real-time report visibility and automatic report generation, while still presenting the output in a way that felt guided, credible, and easy to use.

I started with stakeholder interviews to understand the existing reporting model, the constraints around delivery, and the business case for change. From there, I wrote the MVP scope and expanded it into a full product definition: roadmap, user journeys, wireframes, and an ERD to map the underlying system. The concept was then worked through in design sprints with the team, which helped align the internal stakeholders and carry the product into development with HelloAgain.

The product needed to do more than automate formatting, so the concept was framed around workflow transformation rather than visual polish. The structure around People, Brand, and Customer gave the platform a clear logic for culture analysis. Real-time visibility was prioritized because it changed the value of the report from a finished document into an active working tool. The MVP scope came first so the team could define the smallest credible version of the product before expanding the system.

The scope helped Dragonfish secure buy-in from their managing director and parent company. The concept moved forward with HelloAgain and is now on the market as a SaaS product positioned to help organisations evaluate, enhance, and enable culture change.