Project Overview
Company: Veo Technologies
Role: User Experience Researcher
Team: Product Led Growth
Duration: 2023 Q2-Q3
Methods: In-depth qualitative interviews, Moderated Inquiry, Survey, Behavioral Event Analysis
Tools: Amplitude, Figjam, Looker, Zoom, Hotjar, Dovetail
Deliverables: Actionable opportunities to Improve feature usage and growth
Background
Methdology
Key Findings
Outcome
Reflections
Background
Problem Space
This project sought to enhance the current organic sharing options as part of a broader initiative within the product department focused on product-led growth (PLG). In collaboration with the PLG team and the Head of Growth, I aimed to investigate how our primary persona, coaches, share their recordings with non-customer opponent coaches and examine how users engage, utilize, and experience the "share recording with opponents“ (SRWO) feature.
Business Objective
Increase organic PLG.
Research Goal
Gain a deeper understanding of how and why coaches utilize the SRWO feature to enhance and streamline the interaction process, ultimately fostering a greater willingness to share.
Explore the motivations driving individuals to request a Veo recording. The goal is to gain insights that will refine their journey toward engaging with the demo product and increase their likelihood of effectively utilizing the demo account.
Key Metrics
Increase coaches’ usage of the SRWO feature.
Increase organic coach freemium sign-ups via the SRWO feature
2. Methodology
Phase 1
Behavioral data (how many and how often)
Interviews & Moderated Inquiry (in-depth to understand behavior and mindset)
Phase 2
Survey (to quantify and deepen reasoning behind sharing and receiving)
Phase 1: Behavioral data
Through event and attribute segmentation and an engagement matrix, I was able to identify and understand how many/often users are using the SRWO feature.
4.5k users used the feature each month, and new users signed up for a demo account. The average usage was 2.5 times monthly, indicating retention ones adopted, and 75% of people sharing are the primary user group, coaches.
Interestingly, data revealed that 50% of users who receive the recordings are already customers.
This indicates a discrepancy in the purpose of the feature and the actual use.
Challenge: Data Maturity and Accuracy
Phase 1: Interviews & MCI
Interview requests were triggered when users had just shared, this
resulted in 4 interviews.
Semi-structured interviews provided deep insights into the practice surrounding sharing and the pain points and incentives for sharing.
Throughout the interview, we walked through the feature functionality, which revealed usability and comprehension issues.
Challenge: Recruitment
Phase 2: Survey
260 people who recently used the feature answered the survey.
28% of recipients sent the reason to invite their teammates.
Data cleansing and analysis showed that coaches primarily share players and family members for reasons showcasing a lack of understanding and misuse of sharing capabilities.
3. Key Findings
Usage: The feature is being used for alternate purposes, such as sharing a video link for associated family, team members, and players to watch the recording and create their own highlights.
Usability: Requesting the footage happens at the match, but the coach sharing has to remember the email and send it once they get home, often resulting in missed send footage.
Worry: The primary hindrance for coaches to share with other teams was the fear of revealing strategy and being taken advantage of.
Incentive: Coaches are reluctant to share their recordings with opponents due to a lack of perceived mutual benefit in the interaction, highlighting the need for incentives that encourage collaborative sharing practices.
Comprehension: Interviewees did not understand what they shared and what the receivers could or could not do with their shared recordings.
4. Ideation
Based on four structures how might we?
5. Outcome
Based on four structures how might we?
Design Outcome
1 )Adding an incentive for sharing.
2) Change the UI, adding an explanation of what is you sharing.
3) The possibility to more easily share through A QR code at the match to streamline the interaction.
Success Metric Outcome
Increased monthly unique usage and sign-ups by 18%
6. Reflections
Limitations in data maturity prevented us from distinguishing between demo account users (receivers) and regular users, complicating our ability to recruit and reach the receiving users.
We did not successfully address research goal 2, and we still do not fully understand why users request the videos.
Offering incentives could have enhanced our chances of obtaining feedback from receivers.
Focusing on both parts of the journey within a single project may have been overly ambitious.