I recently lead a product discovery initiative at SEEK, an enterprise B2B commercial business within the employment sector. The business had a broad objective: Provide more value and deepen relationships with clients who operate completely off platform. But how? The path forward was unclear and the problem space was highly ambiguous. User needs and processes were not well understood.
The business also had a secondary objective to increase adoption of a new strategic product, which would require a partnership integration with a third party system. There was little detail known about how customers used that third party system currently.
Process + Research
“If we want to identify successful solutions, we need to start by building empathy for the people who will use or be impacted by our solutions..” — Teresa Torres
To discover the best path forward, we needed first a deep understanding of our customers’ world. Working closely with my Product Manager, I planned and facilitated a discovery research study covering multiple user segments. The study included user interviews, contextual visits, and concept testing. I recruited a number of our product team members to observe and take notes.
To ensure transparency throughout the design process, I created a UX wall within our team space and held informal weekly showcases for our cross-functional team. I played back learnings from our research and provided recommended next steps. I iterated on the concept design throughout the study based on insights we learned.
Outcomes + Value Delivered
An opportunity was confirmed and a solution concept was validated with customers. We then went into delivery and released the new solution to a small trial of clients. Usage was monitored and customers were engaged for feedback. From these learnings we iterated on the design and released to a new pilot cohort. Again, usage was monitored and customers were engaged for feedback. We then scaled to 100%.
Since scaling, we’ve grown adoption of our strategic product by 37% overall, and by 100% with one user segment.
As important as it is to test specific hypothesis and assumptions, it’s also important to keep your research and mind open to new discoveries and directions. One way to strike this balance is to start your moderation script with wide-open, broad questions and move towards the more pointy ones.