Startup House and Reffine: 

Reffine has been delivering analytics for modern websites for around 15 years and is one of the leaders in its field. As it grew, the company faced a challenge familiar to many organizations: the sales, marketing, and development teams were speaking different languages.

Reffine needed a tool that would translate complex technical metrics into information understandable to the management and teams across different domains. The tool had to have a clear interface, be easy to use, and serve the company for years. The task was broader than just building an application: it also required simplifying processes that had previously involved many people.

Solution

Startup House (SH) guided Reffine through three stages: a concept workshop, prototyping, and a full product design.

Concept workshop
Together with Reffine, we identified the features that would form the core of the tool and prioritized them. In subsequent iterations, we narrowed the scope of the first version so that the architecture would later allow adding more backlog features without a rebuild.

Prototyping
We prepared several iterations of low-fidelity prototypes. We refined each one based on feedback from the Reffine team.

Full product design
Based on the approved prototypes, we designed an interface that combines clarity with functionality. Before implementation, the designs undergo user consultations and testing to ensure the product addresses their real needs.

Outcome

The outcome of the collaboration is Reffine Insights: a tool that helps business and non-technical teams manage campaign budgets and websites. Users oversee marketing campaigns more efficiently, and the company saves time and budget.

Reffine Insights simplifies complex technical data about campaign performance. It shows the big picture of results and their implications, pinpoints where budget may be wasted, and shows the impact of issues on users. A key element is a machine learning-based alert system that automatically detects problems, so users don’t have to look for them manually.