Ungender · Workplace compliance
A compliance platform that had to be careful as well as convincing
PoSH software where the subject matter makes every ordinary marketing instinct the wrong one.
The brief
What they came to us with
Ungender provides PoSH compliance for Indian workplaces: a platform called Conduct for anonymous reporting through to case resolution, plus advisory services, policy drafting, IC constitution and external member empanelment. It sells to HR and legal teams at Indian companies, with the stated reach of more than 800 workplaces and 300,000 employees.
What the audit found
What was broken
- Finding 01
The subject matter rules out most conversion tactics
This is software for handling sexual harassment complaints. Urgency devices, playful copy and growth-marketing patterns would be actively offensive. The site has to persuade using only clarity and seriousness.
- Finding 02
Two buyers who want contradictory things
Legal wants statutory precision and defensibility. HR wants something their people will actually use and that will not make a difficult moment worse. Over-index on either and the other stops reading.
- Finding 03
Compliance can be bought as a box-tick, which is the weaker sale
A buyer can satisfy the law with a policy document and an annual report. Beating that requires showing what a box-tick leaves exposed, without implying the buyer is negligent.
The approach
What we did
Strategy first, then design, copy and build moving together from the same plan.
- Strategy
Name the full arc, from reporting to resolution
The headline promise is PoSH-compliant reporting and case management, from reporting to resolution, with legal clarity, human sensitivity and real-time visibility in one platform. Those three nouns are deliberately chosen for the three people in the room: legal clarity for counsel, human sensitivity for HR, real-time visibility for leadership.
- Content
Lead with scale, not with fear
The first proof point is 300k+ employees empowered, followed by trusted by more than 800+ workplaces. Social proof does the reassurance that an urgency pitch would normally do, which is the only workable substitute in this category.
- UI/UX
Design the intake around the person least able to come forward
Anonymous, multilingual intake across web, WhatsApp and QR codes, with optional anonymity and Indian language support. Every one of those decisions lowers the barrier for a complainant who is frightened, junior, or not comfortable in English. It is also the clearest signal to a buyer that the product was designed with the actual user in mind.
- Content
Make defensibility visible
Guided investigations with structured checklists, interview templates, evidence capture, automatic minutes and final recommendations, plus role-based dashboards and immutable IC audit logs with exports. For a legal reader, the audit trail is the product. Stating it as immutable is the detail that matters.
- UI/UX
Separate the platform from the services without splitting the story
Conduct the platform and the advisory services (external member empanelment, policy drafting, IC constitution, audits) are presented as distinct but adjacent. A company can enter at either and find the other, which matters because most PoSH buyers start with a service need and discover the software later.
- Content
Choose testimonials that speak to practice, not satisfaction
The quotes used are about deepened practice, inclusive outlook and dependable structure for remote teams, rather than generic praise. In a category where saying the wrong thing is costly, testimonials that describe behaviour change read as more credible than enthusiasm.
Before and after
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Left is where they started. Right is where they are now.
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One feature deserves a note because it is the kind of thing that dates quickly if it is handled badly: PoSHGPT, which answers policy questions in natural language with citations and drafts notices and emails. It is framed as instant policy answers and next steps, with cited answers, rather than as an AI feature. In a legal context, a citation is the difference between a useful tool and a liability, and leading with the citation rather than the model is the correct instinct.
From the project
