RAKEN
Discovering Unique Enterprise Opportunities
CHALLENGE
While the current product aligned with the needs of SMB’s and MM, Raken was unclear of how the product aligned with Enterprise needs and if those were unique. The end goal was to understand how to attract, retain and standardize more Enterprise companies.
PROJECT SUMMARY
Multiple qual and quant methodologies were performed over a course of 10 months. Longitudinal discovery research, market research and usability tests were some of the methods used to uncover unique market opportunities, product enhancements, user empathy and unique attributes.
THE PROCESS
1. UNDERSTAND USER NEEDS AND GOALS
- Garnered Data Analytics on the existing enterprise companies around: Features used most to least, Daily Report completes, locations, company size, Frequency of usage of specific features. This helped us to understand current primary usage, pain points, forecast UX ROI and benchmark improvements.
- Survey, 200 Enterprise users in the internal DB to understand attributes like who's making IT purchases, annual IT spend, What kind of software is used and Integrations.
- TAM Analysis Survey, 150 Enterprise users in the Construction or Specialty Contracting industry. Split into 2 surveys, one focused on questions for those in the office and those in the field.
- Competitive Content Audit + Gap Analysis.
- 3 months Field Research onsite + Contextual Interviews
- User Interviews, 10 Enterprise users, remote moderated. Discussed company challenges, needs and pain points.
2. IA + PROTOTYPING: FORMULATE THE RESEARCH
- User Journeys of how an Enterprise company researches, selects and utilizes software.
- In-depth personas defining how they are unique and interact with the product.
- User flows that define how each persona may have unique goals.
- Wireframes of navigation, build flow and content.
- Primary JTBD to inform developer user stories
- High Fidelity Prototypes to begin usability testing on.
3. TEST + LEARN
- Contextual Interviews + Usability Study on the new Prototype at 3 different locations, 20+ users.
- Usability Study on revised prototype, 15 users remote, unmoderated.
- Usability Study on revised prototype, 15 users remote, unmoderated.
