Ignite
A four-minute quiz built to help business leaders understand exactly how they make decisions
Most leadership advice ignores how someone actually thinks
Business leaders get plenty of generic advice, but rarely anything based on their own decision-making patterns. Be The Business wanted a way to show leaders something specific about themselves, fast, without asking for hours of their time.
SOLUTION
A short quiz built on research into 1,400+ business leaders
We condensed an original 200-question survey down to 25, designed to feel quick and engaging rather than like a test, then built a system that sorts each answer into one of six leadership personas.
RESULT
A tool leaders actually finish, and a client who came back for more
Ignite launched and is live today. It went well enough that Be The Business returned to commission a second project with us, a broader set of business tools for their flagship programme.
3 months
Brief to launch
At a glance
Sector: Business and professional development.
Platforms: Web.
What we did: Product design, UX and UI design.
Timeline: 3 months.
Client: Be The Business.
The challenge
Be The Business exists to help business owners and leaders improve how their business performs, and leadership assessments are usually where that starts. Most tools in this space are either too long to finish or too generic to tell someone anything they didn’t already suspect about themselves. Be The Business wanted something that took minutes, not hours, and gave a leader something specific enough to act on, built from research rather than a stock personality framework.
What we designed
We started from an existing 200-question survey built on research into more than 1,400 business leaders, and condensed it down to 25 questions without losing what made the original useful. Every question had to feel quick to answer and genuinely engaging, so we designed the flow with animation and pace in mind rather than treating it like a form. Each answer feeds an algorithm that sorts a leader into one of six personas: Visionary, Advocate, Goal Getter, Intuitive, Expert or Collaborator. From there, they get a personalised report covering their strengths and blind spots, plus a downloadable leadership blueprint with practical next steps.
Results
Ignite launched and is live at ignite.bethebusiness.com today. It worked well enough that Be The Business came back to commission a second project, a wider set of business development tools for leaders on their flagship programme.
Frequently asked
Why cut a 200-question survey down to just 25?
Because a tool nobody finishes doesn’t tell anyone anything. The original research was strong, but 200 questions is a barrier, not an assessment. Getting to 25 meant finding which questions carried the most signal about how someone actually makes decisions, and cutting the rest without losing the accuracy of the result.
How does the quiz decide which of the six personas someone gets?
Every question is tied to specific strength and weakness scores. Once all 25 are answered, the algorithm weighs the responses against the persona definitions, Visionary, Advocate, Goal Getter, Intuitive, Expert and Collaborator, and matches the leader to the one their pattern of answers fits best.
How long does a project like this take?
This one took three months, from brief to launch. As a rough guide, our fixed-price engagements start at twelve thousand pounds.
Related services
Climate Week NYC replaced a white-label platform that attendees barely opened, so if you are weighing up the same decision, our guide to app redesign covers how to tell a structural problem from a cosmetic one. A free UX audit is the quicker way to find out where people are giving up on the app you already have. There is more on how we work as an app design agency in London, or get started and tell us about your event.