Data customers can see the value of before they buy
- Try it first conZOOM can be experienced, not just read
- 39 segments on one map of all Denmark
- A taster the model stays with Geomatic
- Your strongest asset is data nobody can see from the outside.
- The website describes the product instead of showing it.
- Every data update has to be corrected by hand in several places.
That is what it looks like in many data-driven companies. These are some of the challenges we have worked on with Geomatic.
What was Geomatic facing?
conZOOM® is Geomatic's segmentation model and the basis of their business. On the website it was described in short texts that gave a potential customer no sense of how rich the insight actually is. The value had to be explained in a meeting, instead of being experienced.
At the same time there was a real boundary to respect. The model cannot simply be made freely available. The task was to show enough to create desire, without giving away the business model.
Geomatic went from describing their data to letting customers try it.
Short texts about the model. The value had to be explained, and the content was maintained in several places.
An interactive map universe and widgets where a potential customer can explore 39 segments covering all of Denmark.
Geomatic edits its own data in one place, once a year, and it takes effect everywhere.
Data that gets passed on before anyone has spoken to a salesperson
Geomatic's customers are professionals: marketing and analytics people who need statistics to make decisions. They start on the website, not in a meeting, and they need to see the value for themselves.
The other audience is students. They use conZOOM® in their coursework, and some of them sit in a company a few years later and point to it as the source they know. Both routes begin in the same place: somewhere the data can be explored.
- Who lives here The map
You search an address and see the segments around it, drawn on the map of Denmark.
- What characterises them The segment page
The group described with facts and infographics rather than methodology.
- I can use this Sharing
The graphic is copied into a presentation or sent to a colleague, with a watermark and the source attached.
- What lies behind it Contact with Geomatic
The taster is only the top. The next question goes to a salesperson.
The sharing is not a detail. It is how conZOOM® moves into a company before anyone has sold anything.
The segments laid over the map of Denmark, address by address
- Grid tiles
We use Mapbox to compile the segments into grid tiles, so tens of thousands of cells are drawn by Mapbox's own rendering engine. The map feels instant, however far you zoom in.
- Proxy
The paid API sits behind an intermediate layer. The user meets the real data through a few selected filters, not the whole model.
- Enrichment
In Directus the groups are enriched with facts that both the map universe and the infographics on the site pull from the same place.
- Sharing
A smart copy function automatically adds a watermark and source attribution to the graphic, so it can be shared onward and still points back to conZOOM®.
The taster is only the tip of the iceberg, and that is the point. It shows what lies behind instead of describing it, and every time a chart is shared onward, the source travels with it.
Geomatic had never shown data on a map before
The familiar route would be to present the segments the way Geomatic usually does: in text, tables and examples. That explains the model, but it gives no experience of it.
Yet another description of the model
- The value still has to be explained in a meeting
- The visitor never sees their own area
- No reason to stay on the page
Search your own address on the map
- Radically different from anything Geomatic had tried before
- You can dive into an area and see what happens right there
- The real data behind an intermediate layer, with a few selected filters
Three moves that turned data into an experience
Geomatic had the model, the data foundation and the industry insight. Together with Advice on the design side, our contribution was making it possible to touch.
- 01
The map as the entrance
The segments are compiled into grid tiles, so all of Denmark can be drawn fast enough that you actually bother zooming down to your own street.
- 02
Infographics rather than reports
Widgets in Vue show the figures compared with the population as a whole, so a group becomes understandable without reading a report.
- 03
Automated synchronisation
Make.com keeps Webflow and Directus in sync, so nobody types the same thing in twice.
Working closely, with several parties
The process was iterative and involved several parties. Advice shaped the design and the storytelling, Geomatic brought the model and the subject expertise, and we carried the technical part by combining low-code with purpose-built components.
It is a way of working we know well: rather several short rounds where something can be tried out, than one long specification where everyone first sees the result at the end.
From a description to something you can explore
The map universe, the segment pages and the infographics all pull their content from the same source. It is the same model, shown in three places.
The graphic with the watermark and source attribution shows how a chart looks once it has been copied out of the universe. The source follows automatically.
Built to grow
The architecture is scalable, and because the data has only one home, it does not take a development project to extend it with more segments, more views or more channels. Geomatic owns its data source and its content, and they decide what is shown and when it is updated.
- Industry
- Data and analytics
- Platform
- Web
- Our role
- Development partner with operational responsibility under a service agreement
- Capabilities
- Digital consulting , UX and service design , Web development , System development
- Technologies
- Webflow, Vue.js, Angular, Directus CMS
- The collaboration
- An iterative process together with Advice
Shall we look at your data together?
- A reply from one of us by the next business day.
- A no-obligation review of your situation.
- Clarity on which options are relevant to you.
- A concrete plan, if you choose to go ahead.