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Outcome
We delivered a sustained 54% increase in desired user behavior under a tight deadline
16
building
Customers evaluated
54%
chart-line
Increase in brands added
1
clock
Aggressive deadline
dollar
ANNUAL REVENUE
$171 Million
network-wired
COMPANY SIZE
~1,000
briefcase
INDUSTRY
MarTech
display
PRODUCT TYPE
B2B Saas
users
Team
Me + Lead Engineer + Devs
user
My Role
Product Research & Design
laptop-code
Feature
Competitor Intelligence
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Project Type
Improve existing feature
Opportunity
Our competitor intelligence feature was not delivering what our customers had hoped for. We were giving them lots of data, but no real insights.
Finding out what our customers really wanted
We worked with our customer success team to join calls with existing customers. We got insight from over 16 customers and from internal support users.
…we don’t know what to focus on because the information isn’t easy to understand. What we get doesn’t give us clues of what to improve on.
Global fast-casual chain
Rephrased to anonymize customer
utensils
I think really using this to get our locations to understand how the public views them vs how they view their competitors based on reviews really helps tell a story. I'd love for that to be very obvious every time they open the app.
regional health club group
Rephrased to anonymize customer
dumbbell
Being able to compare to a similar competitor would be huge. To know on a national scale, whether we're doing better than competitors, or if we are lagging ██████████████████; if that's a possibility that would be amazing.
APAC-based dessert chain restaurant
Rephrased to anonymize customer
cake-candles
Sketching Ideas
Based on what we learned in interviews I started with basic sketches of how we could meet our users needs
Designing to Solve Problems
Every design was aimed at telling a compelling story with data about our customers and their competitors
A Unique Way to Look at Competitors
One of our most innovative ideas was to let customers █████ █████ ███ █████████ ██████████ █ ████ ███. I designed several weird concepts before I landed on the final design.
Customer feedback
I showed our concept designs to real customers to get their feedback
I think something like that could be amazing, because it's easy to forget about █ █████ ██ ████████ ████. Hence why this view would be very vital to us.
major-market regional automotive dealership
Rephrased to anonymize customer
comment
Product Release Strategy
Our company priorities shifted so we couldn’t ship all the features I had designed. In response, we carefully prioritized the features that had a chance of succeeding and that we could released stand-alone.
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