Project challenge
Employer: BetterUp
We have end users that have stopped using our platform; we need to understand why and determine if there’s something we should and can do about it.
Project role
I conducted a survey with 20+ disengaged members. I collaborated with data scientists to review and analyze past data from 2,000+ members.
Collaborators: Product managers, engineers, designers, data and people insight scientists, customer success managers and more...
Process highlights
KPI review
How do we identify our disengaged users and revitalize user engagement for those individuals?
Planning
What internal research have we done already and what else do we need to confidently move forward?
Analytics + recruitment
How can we gather key opinions and ideas from former platform users within a specific time frame?
Presentation
What segments or use cases can we solve for that have the highest probability of meeting our KPI?
Research tactics: Survey design & behavioral analytics, Literature review, Journey mapping, Heuristic evaluation
Strategy tactics: Collaboration, User prioritization, Feature prioritization, Business analysis
Sample contributions
Value delivered
Delivered research intelligence that led to key feature updates designed and developed and the team’s ability to meet our user retention key performance indicator.
Note: Built cross-departmental UX research alliances for future projects.
Personal takeaways
Getting a hold of disengaged users is extremely difficult in primary research, so it’s essential to address disengagement from multiple angles.
Data science tells you what has happened. Couple that with UX research’s ability to understand why something occurred - a powerful perspective.
At an organizational level, treat user retention with the same care and respect as user growth. This attitude will drive quality UX.