For over 30 years, Scala’s industry-leading digital signage platform has powered dynamic experiences for the world’s biggest names in retail. With advances in both technology and consumer expectations, they found themselves caught in a balancing act between supporting a legacy flagship product and delivering a next-generation software offering.

Scala Digital Signage

User Research and Innovation Strategy

  • Market Research & Competitive Analysis
  • Stakeholder Interviews
  • Needs Assessment
  • Psychographic Segmentation
  • Persona Development
  • Contextual Inquiry
  • Customer Empathy Mapping
Workshop Design & Facilitation
  • Value Proposition Design Workshop
  • Ideation and Co-Design Workshop
  • Branding Workshop
  • High Level
 User Experience
  • High Level
 UI/Interaction Design

In order to shape the future of the DESIGNER tool, Scala needed to understand better how their customers perceived and used the software. Our Innovation Services team met both sides of the challenge and led a fast-moving innovation initiative to help move Scala’s business forward. We needed to align their vision with the market landscape in order to re-imagine DESIGNER software.

Our Challenge

The Innovation Team’s approach combined elements of business strategy, behavioral science, and design thinking into a single process to help Scala’s executive leadership and product teams step outside the day-to-day view of their roles and business.

With an eye on aligning the team around their customers’ needs, we worked together to explore the role that Scala’s software products played in their sales efforts. We implemented a plan to gauge the desirability of their software products and to uncover underserved needs in the digital signage solution market.

A Collaborative Process

Through hands-on journey mapping exercises with customers, we learned that people from a variety of disciplines and roles rely on DESIGNER to perform a wide array of tasks. DESIGNER is a keystone in collaboration, used by visual designers, developers, administrators, and everyone in-between. From managing design layout and creative assets all the way through workflow, publishing, and content management, DESIGNER has to fill a lot of roles for a variety of people.

Armed with the insights gleaned from our stakeholder interviews and design research, we led Scala’s executive leadership team through a series of working meetings designed to hone in on market positioning and feature sets for a new version of DESIGNER.

Actionable Results

Because of our efforts, Scala has greatly improved the understanding of their customers’ relationship with DESIGNER and the role it plays in the company’s overall offering. Our collaboration gave them an informed and rationalized product roadmap that meets the needs of legacy users while freeing the business to charge forward in the ever-evolving market landscape.


Abercrombie & Fitch