The Challenge

Driving user adoption

Decisions were required on feature priority for development to increase adoption and user migration to an exciting new SaaS product. Although this new product dramatically increased the effectiveness of law enforcement personnel, it also required some changes in user behavior and overcoming obstacles to user migration.

Competing Priorities

As the company maintained very close relationships with their customers for feedback and were driven by a deep passion to serve those who serve, there was no shortage of ideas resulting in an overflowing backlog of features to develop. The key question was how to prioritize development on the most impactful features to overcome user pain points and drive adoption.

The Solution

Shaun with 12 Bar Insights was engaged for a three month project to help the organization define a product strategy and roadmap focused on increasing user adoption and engagement. He worked closely with the CEO, Director of Sales, Director of Engineering, the development team and customers to formulate a compelling product vision, customer-driven feature roadmap, and implemented user analytics dashboards to quantitatively measure results.

Creating Product Vision

Discovery was conducted to deepen understanding of the target user and their pain points through direct customer interviews. A product vision with supporting customer-centric value proposition pillars was then developed to help visualize an end goal and drive focus. The product vision was used as a touchstone to validate all feature ideas to ensure they drove development towards realization of the vision.

Using Customer Empathy to Prioritize Development

Customer pain points that formed potential obstacles to realization of the product vision were prioritized, and corresponding development themes to address these pain points were created. The backlog of features were then grouped into the prioritized development themes to drive the order of feature development with the software team.

Measuring Results

User analytics dashboards were created to measure user engagement, adoption and retention using the HEART UX framework. The dashboards provided the team with quantitative data on the impact of new feature releases and reinforced objective decisions in ongoing feature prioritization based on key user metrics.

The Result

Clear, articulated product vision statement supported by customer-centric value proposition pillars, and a feature roadmap to drive internal focus and development prioritization. User analytics dashboards were implemented and used to quantify impact of new features on key user metrics and drive objective decision making for future development.