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An all-in-one Enterprise software suite.

Just as Zooie has grown from an owlet to an owl, we’ve become something much bigger than what we were when we started and we’re proud of it. As I mentioned earlier, I love animals and this owl is no exception! What a gorgeous bird, and what a fantastic way to express the maturity and evolution of our business. Who are we, really? What do we stand for? What value do we provide? What’s our value proposition? How are we perceived in the marketplace? Designing the new logoĪt the end of the process she came up with the concept of a great horned owl.

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So the rebranding exercise, including a full brand audit, started with some deep soul searching.

The business hasn’t just grown in revenue, people, functionality, number of studies, and active users. Zooie’s growth, along with our branding, had to be the best representation of our business evolution. In our case, it couldn’t be further from the truth. Some people that don’t get what branding is all about think that a new logo is just a repaint exercise.

This rebranding work has been a four-month journey, which, as far as rebrands go, is actually pretty fast. We took a long look in the mirror (noticed some new wrinkles, cried a little) and decided that while our culture and passion hadn’t changed – our customers, our market, and our platform had all matured. I’ll admit it: I enjoyed reading this article so much that I had to essentially copy one of the section titles and paragraphs: In fact, when we realized just how far we’ve come, and looked at our friend Zooie, we knew it was time for a rebrand. When I look back, I hardly recognize what I see!Īnd trust me – seeing how far we’ve come is an AWESOME feeling.

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The combination of an all-in-one software suite + robust sourcing + high-quality professional services makes UserZoom so much more than a tool. Then in the past few years we added two major services that have helped us catapult our business forward: 1) UX Research services delivered by a team of high-quality consultants and 2) A robust and flexible integrated sourcing solution to make it easy and fast to find the right participants. We also added integrations with other software tools, such as Google Analytics, Adobe Analytics, and prototyping tools like InVision, Axure or Justinmind. Over time we added more functionality and capabilities, making it a UX tool that uniquely offered a multi-method approach. We started out building an online research tool for the advanced UX researcher that would enable them to scale research projects by automating the tedious process of conducting usability studies. All of which contributed to the evolution of the business. This past decade has been filled with lessons learned, constant growth (with both the excitement and the pain that it brings), and thousands upon thousands of user experience studies. Why a rebrand? From tool to strategic partner In this article, I’d like to explain how Zooie and our branding have both evolved as our business has matured. It’s now been over 10 years since we started the company and so, among many other things, Zooie has grown up.

We figured what better animal encompasses these two things than the wise owl. You also need great wisdom and intelligence to analyze data and convert it into UX insights. Our claim was ‘Zooming in on the User Experience.’ In order to do this zooming in, you need to have great eyesight to capture the details of the end user behavior. Let me explain why we went with Zooie the owl. We ended up choosing an owl and we named it Zooie (pronounced ‘zoo-e’). That’s why when we started UserZoom it was a must for me to add one to our logo. Just the other day someone asked if I was a “dog person.” I responded that I love all animals! Especially when they’re part of a brand and a logotype.

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