Comprehensive tool analysis across business workflows
Industry: Large tech company with product offerings across business workflow
Goal: Identify gaps via long-term analysis of all digital tools used to perform business needs, noting the interplay between tools
Methods: Three-month diary study, follow-up qualitative interviews
Problem
Industry-wide Visibility: The client lacked a comprehensive understanding of how small and midsize businesses (SMBs) navigate their daily digital ecosystems, specifically regarding spending patterns, AI integration, and cross-tool collaboration.
Undefined Pain Points: There was a need to identify the specific friction points and "gaps" where current digital tools fail to meet the operational needs of business owners.
Impact
Actionable Journey Mapping: Delivered a robust report featuring detailed journey maps, session video clips, and images of pain points within workflows that visualized the "day in the life" of an SMB owner.
Closing the Gap: Provided data-backed recommendations and identified industry gaps, giving the client a clear blueprint for product improvements and new feature development to capture the SMB market.
my role
Longitudinal Diary Study: Executed a 3-month diary study with 60 participants, capturing real-time data on daily tasks, tool usage, and the interconnectedness (or lack thereof) between different platforms.
Targeted Deep-Dives: Followed the diary phase with remote interviews of select participants to probe deeper into specific workflows and validate the frustrations captured in their daily entries.