Revenue Stream Durability

Challenge

  • Products across this organization were siloed based on business units and individual “jobs to be done”; not based on the customer experience with products - both from consumer & revenue experiences.

  • Teams were incentivized by shipping, not by solving foundational challenges.

Impact

  • Catalyzed a new way of thinking within this organization - looking for opportunities within teams to collaborate and cross-pollinate research & product needs

  • Recommendations on product areas actioned by product team in 2019/2020

  • Provided baseline insights for 2020 organization-wide initiative to unite revenue & purpose

Solution & Benefit

    • Led design sprints & research to understand the problem space and confirm core hypotheses to building a unified experience.

    • Catalyzed new behaviors across teams to consider more collaboration opportunities across business units.

Role

  • Led research initiatives for Design Sprint (+ onboarding & project management for vendor)

  • Led foundational research to confirm core hypotheses

  • Research representative in stakeholder buy-in conversations & presentations

  • SME for other teams as they began to adopt principles

Approach

Step 1: Design Sprint

  • Brings cross-functional constraint-free thinking to a holistic customer experience, rather than incremental innovation to our existing tools.

  • Core question: “How might we build a unified experience that is tailored to individual needs?”

  • The focus of the sprint targeted a key opportunity within the critical user journey - onboarding and the initial user experience with a customized and modular dashboard.

  • Prototype concepts were tested with users that fit key segments.

  • Iteration sprint enabled deeper dive into specific user type to build a more granular experience.

Step 2: Understand existing insights

  • Based on the scope of what could be incorporated into the unified experience - reviewed 40+ documents to understand:

    • Existing user groups (advertisers, influencers, journalists & publishers)

    • Existing workflows through the content creation lifecycle

  • Identify knowledge gaps (groups/workflows) to conduct additional research with:

    • Influencers/Creators

    • Publishers

Step 3: Resolve knowledge gaps

  • Semi structured interviews with 10 influencers/creators & 10 publishers to understand:

    • Current workflow for content creation, management & measurement

    • Pain points within their experiences in content

  • Synthesis of data & mapping using affinity analysis to organically find insights.

Step 4: POV Creation & Recommendation

  • Provided a strong point of view & recommendations on how to move forward:

    • More detailed workflow steps to build clarity

    • Recommendations on areas of focus in the workflows

    • Twitter product opportunities

  • Created presentations to craft a story around key themes from research to build excitement, engagement & alignment.

Step 5: Buy in and adoption

  • Bring other key stakeholder groups (e.g. product, engineering) along the journey to understand key actions and opportunity for change

  • Identified ‘quick win’ opportunities to start changing culture to prove hypotheses

  • Identified and brought on champions throughout the organization to begin to leverage principles