Our H2H mindset is the key to a good user experience

Instead of adopting the standard B2B mindset, Correlate is focused on H2H — human to human. We’ve put user experience at the center of everything we’re doing, as we’re on a mission to make space (and time) for people to connect the dots, collaborate and focus on what matters, moment to moment — in life and in work.

Marketing professor and consultant Edmund Jerome McCarthy proposed the concept of the 4Ps in his 1960 textbook “Basic Marketing: A Managerial Approach,” and for the next two decades, teams of marketers focused on his 4 Ps — product, promotion, price and place — when it came to any marketing decision-making. 

By the 1980s, however, the world had changed drastically. During those 20 years, civil rights icon Dr. Martin Luther King Jr. was assassinated, and the long, divisive conflict that was the Vietnam War continued to unfold. JFK sent Apollo 13 into space, where Neil Armstrong became the first person to walk on the moon. Personal home computers began to emerge, and the Concorde changed air travel. Attitudes were adjusted and capabilities advanced, and marketing needed to change to keep up with new expectations surrounding the economy, services and the media. This is where three new Ps came into play. 

In 1981, marketing researchers Bernard H. Booms and Mary. J. Bitner suggested an expanded model of McCarthy’s focus points. Composed of the original 4 Ps with the addition of process, people and physical evidence, this improved framework helped to meet the challenges of the service sector that had arisen since 1960. 

While, obviously, all 7 Ps need to be combined for the perfect outcome, the element that we want to stress importance on is people. Think of people as the flour in a cake mix. Without this ingredient, the others are null. You cannot make a successful Victoria sponge without flour — regardless of the quality of the eggs — just as you cannot deliver a successful idea or product without people, no matter how well thought out your process. 

As a human-centric company, we at Correlate know that our product would not be in existence without people — both those who work for us and those who work with us. Instead of simply categorizing customers into a B2B (business-to-business) or B2C (business-to-consumer) segment, we like to operate on a human-to-human approach, which means that people are at the heart of everything we do. 

The entire premise of Correlate is to allow our users to communicate ideas to, and collaborate on material with, people — to assist them in their everyday lives as they connect the dots, collaborate and focus on what really matters, moment to moment, in life and in work. Correlators work together using our flexible, all-in-one workspace, and easily, effectively and efficiently connect and share knowledge thanks to our highly organized and decluttered interface. 

In the same way that we promote human interaction through the use of our product, we endorse it and rely on it when developing and improving Correlate. Based on user experience, we concluded that a decluttered workspace makes for a clearer headspace, which is why we have science-based insights and UI/UX experts involved in how Correlate looks, feels and operates. 

We firmly believe that time spent switching between different accounts is time wasted, and our expert development team members have been devoted to ensuring that — when using our program — any time spent is well spent. This level of care could not possibly be undertaken robotically, in the same way that it would be impossible for a machine to create our bespoke graphics or regurgitate our tailored content. 

Behind every Correlate feature is a real-life human — an actual person who is passionately producing, promoting, pricing, placing and processing our physical evidence.