Overview

Requested by Billy Colonna, Product on 7/24/20

Description

We need to better understand our current user base which will be helpful in determining strategy for the app moving forward.

What is the problem?

We have ~8,000 users across ~4,800 companies and tons of data about their behavior in the app, but we don't really know our users, their motivation and reasons for using the app, and what problems they face.

How did you become aware of the problem?

Who is affected (customer, associate)?

Customer

1. Which KOBs are currently using the app the most? Least? (see analytics app report)

2. Which company roles use the app?

3. Do app users also use the website?

4. If so, which website roles use the app?

5. Does app usage depend on type of job or task?

6. Does urgency or physical location affect app usage?

7. What intangibles affect app usage (personal preference, expense of various device types, connectivity issues, need for multi-function device, other?)

8. Does company size/ ordering frequency/ order amount correlate to likelihood of app usage?

9. Do customers realize/understand the difference between the mobile website and the mobile app? Compare features

10. Why do they choose one over the other (website on phone vs. app)?

11. Why did they download the app? (recommended by associate or self motivated; branch advertising/email banner; other?)

12. What other apps do they use and like?

13. Other technologies or features they like?

14. What are their use cases?

15. Specifics about tasks - which do they prefer on app vs mobile site vs desktop?

What is the value to the business and/or customers?

• Better use of our design and development resources if we can validate our hypotheses before starting the work

• Potential to increase customer satisfaction and conversions

• Potential to reduce calls to associates/ increase self service

• Customer loyalty

Ideal outcome

Research insights and artifacts that inform the Product Manager’s white paper to establish long-term strategy for the product.

Persona(s) [hypothesis: 3 types of users - owner/operator, inventory/warehouse manager, technician]

Known constraints

• Reduced capacity for UXR team

• Pandemic conditions may prevent direct observation of mobile app use in customers' environments, but there will be value in conducting remote studies.