"You never really understand a person until you consider things from his point of view"
Harper Lee - Author
cross-functional information gathering
TrackTik Inc. is a young company designing and providing software for the security workforce and incident management industry. When we worked together in 2015, they were struggling to position their solution which leverages NFC technology on mobile phones.
Through a combination of round-table interviews with TrackTik's Sales and Customer Success people, and analysis of actual customer and prospect feedback received, we were able to build a picture of
- customer pain points
- buying motivations
- reasons for choosing TrackTik
NB: Ideally, the best way to get customer insight is to ask customers specific questions. Cross-functional info gathering is a quick fix.
mapping the user experience (UX)
Hexoskin designs and manufactures smart shirts that monitor precise cardiac, respiratory, sleep and activity data. When we worked together in 2013, they needed to redesign their website to ensure visitors could easily buy their products through the online store.
Before redesigning, we first tested and recorded what did or didn't work with the current site. By putting ourselves in the site visitor's shoes, asking ourselves specific questions and attempting to find the answers by clicking through the website, we can get an idea of how usable the site is and build an ideal userflow that better helps conversion.