Problem

The acquisition team was unclear whether the changes made to the experience in the logged-out environment improved the value perception for visitors and did not know what the next step would be for the evolution of this experience.

Research Goals and Questions

Understand the value perception of new visitors regarding the experience in the logged-out environment to identify opportunities that would inform the tribe's roadmap.
 
Research Questions:
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1. Who are the people accessing the logged-out environment, and what are they looking for?
    

2. What is the value perception of visitors about the platform?
    

3. Is navigating in the product sufficient to drive conversion?

Methods

Stakeholder Interviews: We mapped doubts, understood expectations regarding the research, and the mapped the "logged-out project" history. 
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Problem Framing Workshop: At the beginning of the project, we conducted a workshop with the main stakeholders to define and align the problem we aimed to solve.
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Desk Research: We gathered existing information on the topic.
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Data Analysis: We collected data on behavior, navigation, and conversion rates. We sought to answer the question, "Is navigating the product sufficient to drive conversion?"
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Online Survey: We launched a questionnaire directly in the logged-out environment with questions about user profiles and motivations. We aimed to answer the question, "Who are the people accessing the logged-out environment, and what are they looking for?"
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Concept Testing: We conducted a test with 10 non-users to explore the question, "What is the value perception of visitors regarding the platform?"
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Scenario Workshop: To conclude the research, we gathered the acquisition team after presenting the results and conducted a future scenario workshop for the logged-out experience.
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The research lasted about one and a half months, from alignment to the scenario workshop.

Crucial Insights

Contrary to our expectations, the research revealed that the challenge of the logged-out environment was a conversion challenge rather than a user acquisition one.
 
Before the research results, the team believed that we needed to increase our top-of-funnel efforts and attract more diverse profiles to our product.

We found that various user profiles were discovering the product organically and recognizing its value; however, they encountered several obstacles in the experience that hindered conversion, such as navigation issues, a lack of clarity in the content, and difficulty in establishing trust.
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This changed the team's perspective and helped better define the problem we needed to solve.
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This is a summarized version—please feel free to reach out to me at rute.harada@gmail.com for more detailed insights and learnings.

Research Impact

Strategic Impact
The research results were used to guide the team’s strategy for 2024, influencing the reorganization of product teams and the creation of a new squad to address the issues raised in the research.
 
Impact on Stakeholder Collaboration
We were able to keep stakeholders engaged with the research from start to finish. Everyone was very collaborative and participated in the research activities, which contributed to the dissemination of results at the end of the project.
 
Impact on the Product
We understood our conversion issues, and worked on the redesign of the platform's main page, where we received more visitors daily.

My Learnings

Keeping stakeholders aligned and engaged makes a significant difference in how research findings are disseminated and applied to the product.
 
Not all research results are positive. We can’t just point out problems; we need a communication strategy to deliver this type of outcome effectively.