Investigated the causes of low adoption
Challenge
A global company released a new service that was critical for their future products. However, adoption was lower than expected and the company wanted to know what was causing the low adoption.
Approach
To gather specific details about the user experience, we conducted 23 1:1 user interviews with two key user types: buyers (both current and prospective) and end users (both current and prospective) worldwide
Feedback from the interviews indicated potential regional differences and other interesting possibilities. To delve deeper into these hypotheses, we analyzed usage data and conducted a statistical analysis
In response to the company's request for detailed examples of various use cases to better understand their customers, several case studies were developed
Impact
This research was challenging because the technology behind the service was nuanced with different variations. However, most users didn’t recognize these differences and thought the variations were the same. To work around this issue, the researcher asked very specific step-by-step questions on how the user interacted with the technology to determine which variation they used. This challenge provided valuable insights to the company and didn’t stop us from gathering insights.
The research revealed 10+ distinct factors that could potentially impact adoption. To make it easier to respond to the research, we categorized the findings into 3 categories:
Factors mostly in their control
Factors semi in their control
Factors not in their control
The company found our insights valuable and promptly implemented changes in response to the findings. While the research was initially requested by a specific team within the company, the findings were deemed universally relevant, leading to a request for a presentation to the broader organization.
"This was a really good interview. Whoever you're working for should be happy they have you."
- User feedback on our principal researcher