Survey: Multibrain's Non-Subscribers

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Overview

UX Research, Discovery, Qualitative Survey

Company
Multibrain
Client
None; Internal
Date & Project Length
2015; 2 Weeks
Role
UX Designer
Tools
Framework

Multibrain released their social media 3rd party publisher web app in partnership TYRA Beauty. The partnership got 2,000 users on Multibrain's 14-day trial within the first week. After all the 14 day trials were over, there was a 5% conversion rate according to Stripe Analytics.

In order for the business was successful, we needed to understand WHY our conversion was so low, compared to the standard 20% SaaS Free Trial Conversion Rate.

Users

Our two most polar users are Diane, Facebook Noobie, and Brittany, Social Media Aficionado. Diane has little experience with Social Media and only posts to a couple of connections. Brittany is a Social Media whiz.

Results

The qualitative insight we got from the survey showed us our software was missing 2 major functions that were critical steps in our users' Facebook Business strategy: The ability to post to Facebook Groups and Events. 

Our product team reprioritized work and began updating our posting process to include Facebook Groups and Events.

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Discovery

Stakeholder Workshop

I started by asking our 2 lead developers, head of bizdev, and CEO 1 what question: what do we need to know about our non-subscribers so we can inform design to improve our product?

I mapped the responses and We ended up with 2 simple questions: What's the #1 reason your didn't subscribe?, and What can we improve?

Insight Survey

Both questions were designed to answer WHY questions. This falls under the category of insight research—when you need to, "know what you don't know," as said by Chris Nodder. Survey was the best approach due to the low risk/time loss for our non-subscribers and high business-side gains.

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Ideation

Qualitative Research Plan

Our goal was to get 30 non-subscribers to answer the 2 survey questions. The survey was to be sent out via email with Intercom and the survey was hosted on Wufoo. All data was collected in a spreadsheet and mapped online with a service called Notely.

Survey

Data Spreadsheet

Affinity Mapping

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Prototyping

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Testing

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Final Product