Project challenge
Employer: BetterUp
Our fiscal year priority was to grow our customer base. We needed to determine who (partners*) we were going after, so we could create value for them.
*Partners are our B2B BetterUp product customers and users
Project role
I conducted generative and evaluative research, interviewing 20 partners and internal stakeholders.
Collaborators: Product managers, engineers, designers, customer success managers, marketing, VP of sales, and more…
Process highlights
Planning
What is the scope of the project, and what methods do we need to utilize to achieve our end goal?
Contextual inquiry + analysis
Who are our target users and what are they currently doing in the product experience?
Outcomes research
What are the outcomes our target users desire and what product recommendations can we make?
Concept and prototype testing
Do our product concept ideas match what our users want and need?
Research tactics: In-depth interviews, Jobs to be done, Concept testing, Prototype testing
Strategy tactics: Multi-disciplinary recommendations, Service blueprint, Feature prioritization, Presentation
Sample contributions
Value delivered
Research that produced objectives, key results, and solution recommendations for the team for the next 6 months resulting in 2 new product features* fusing the partner and end-user experience
*Features were pivotal in landing a major multi-million dollar client contract renewal
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Personal takeaways
It’s not “all about the end user”. We must always understand the connection among all users who touch our product or service.
When research is conducted vigorously and presented sharply, it doesn’t just influence the roadmap; it directs it.
UX researchers should consider their ability to influence departments and functions outside of product, like data science, sales, marketing, and customer success management.