The Opportunity

Gumshoe came to us to close the gap between insight and action

They had built a powerful tool that helps brands understand how they appear in AI-generated search results. But the reporting experience was dense, often requiring the founder to walk users through the data. They needed a way to make insights easier to navigate, understand, and act on, without rebuilding the entire product.

Defining our MVP

We worked with Gumshoe to redesign the core reporting experience around three problems we identified: navigation, comprehension, and differentiation.

Restructured navigation and report hierarchy

So users could orient quickly and know what to look at next.

Redesigned data visualizations

With sentiment-coded UI elements — chips, colour signals, and inline benchmarks — so users could assess results at a glance without interpreting raw data.

Connected recommendations directly to the report

Creating a clear line from insight to action and laying the groundwork for future integrations.

Developed a future-state IA

Support Gumshoe's expansion across new report types and personas without a structural redesign each time.

The Outcome (So Far)

Insights that drive real action

Recommendations now feel structurally connected to the report — users understand what to do next, not just what the data says.

A reporting experience users return to

Clearer navigation and visual hierarchy make it easier for users to explore results and track how their brand visibility shifts over time.

Positioned to scale

With a future-state IA in place, Gumshoe can grow its report library and serve new personas without rebuilding from scratch.

Stronger differentiation

Gumshoe's "Deep LLM Literacy" positioning is now visible in the product itself — the report communicates credibility and depth, not just data.

“Invoke was a fantastic partner to work with. From the beginning, their team took the time to really understand both the product and the underlying challenges we were trying to solve… What stood out most to me was how thoughtful and structured their process was. They listened carefully to feedback, came prepared with well-reasoned ideas, and moved very quickly without sacrificing quality. The team was consistently responsive, collaborative, and highly engaged throughout the project. They also brought a strong point of view on product design and information architecture that helped us think beyond immediate UI improvements and toward how the platform could scale over time as we expanded into additional report types and personas. Overall, they were just a great team to build alongside"

Stan Chang, Gumshoe

An AI search visibility reporting tool redesigned to turn insights into action.

The Outcome (So Far)

Insights that drive real action

A reporting experience users return to

Positioned to scale

Stronger differentiation