Wethos User Interviews

MY ROLE:
Client outreach, identification of research method, wrote user interview questions, conducted interviews, organized and delivered results to team

PROJECT BACKGROUND:

We wanted to increase our returning user rate. We were conducting consistent retrospectives with our teams and internal project staff, but not learning more about the experience that matters most to project success: the clients. We need to figure out how to increase our returning user rate and we need to put some real insights behind the numbers we’re staring at too.

CHALLENGE:

Figure out why our returning user rate isn’t increasing, quickly and as low tech as possible (i.e. the devs are busy! Y’all are gonna need to figure this one out!)

USER RESEARCH:

There were many ways a team can gauge customer satisfaction, but each have their pros and cons:

NPS Score

PRO: Able to be delivered digitally, i.e. lower effort

CON: Takes a longer time to garner a large enough sample size

Surveys

PRO: Able to be delivered digitally, i.e. lower effort

CON: Takes a longer time to garner a large enough sample size; unable to determine engagement rate ahead of time (and there for ensuring accurate reporting within the short period of time necessary)

Social Media Monitoring

PRO: One of the best gauges of loyalty and brand ambassadorship

CON: Not appropriate for our target audience

Interviews

PRO: Able to ask follow up questions and receive more detailed responses

CON: More labor intensive

Communicating directly with a co-founder will increase our chances of getting on the phone with clients quickly, reassuring them that we care about their satisfaction, while learning more about anything we can do to increase it.

HYPOTHESIS:

After brushing up on best practices for un-bias interviews, the following questions were aligned on:

What kinds of projects have you worked with us on so far?

What made you decide to partner with us?

How do you define success with a vendor like Wethos?

What do we do better than other vendors, and are there any examples when we’ve exceeded expectations?

On the other hand, what do you think we can do better?

If a nonprofit, foundation, or mission-driven organization came to you and asked about Wethos, what would you tell them?

Is there anything else you’d like to add?

Do you have any questions for me?

RESULTS:

Developed a low-to-no tech solution for collecting insights

Wrote and performed user interviews

Delivered organized qualitative and quantitative data to co-founders, sales, accounts and product teams in order to inform decision making