Challenge

A quickly growing B2B software company faced challenges helping customers get ‘onboarded’ and comfortable using their complex product.

Approach

I independently designed and led qualitative research projects that paired the perspectives of internal employees (including 'onboarders' and other stakeholders) with a longitudinal customer experience study to understand and map the current onboarding process, and identify opportunities for improvement.

Solution

I presented findings and recommendations to a cross-functional group of stakeholders, influencing shifts in product and service strategies — one example of a finding that impacted both the Product and Service teams was the need to simplify customer navigation of the complex implementation process. A framework that I developed to describe common groupings of customer challenges and behaviors has become a tool for stakeholders to advance the work of their teams with a greater understanding of customer needs (and how to address them) during the implementation phase.