CASE STUDY
Unlocking Product Growth Through Customer Insight
User Research
Overview
To better understand how to drive engagement, team adoption, and long-term retention, we created a Customer Advisory Board, conducted in-depth 1:1 interviews with active users, and ran targeted surveys across our customer base. Our goal was to learn what a “healthy” user looks like, why users subscribe and invite teammates, what challenges they face, and what features would encourage deeper expansion within their organization. These efforts gave us actionable clarity. The findings informed strategic product improvements that directly addressed friction points, guided our growth strategy, and validated our unique market position.
Problem
While adoption was steady, we noticed that some accounts stalled after initial sign-up, and team activation was inconsistent. We lacked a full picture of:
- What motivates users to invite their team?
- What friction keeps them from expanding usage?
- What drives ongoing engagement vs. churn?
- How our product supports, or hinders, their implementation of EOS®?
Approach
Engage Users in Strategic Conversation
To get closer to the voice of the customer, we launched a two-part research effort:
To get closer to the voice of the customer, we launched a two-part research effort:
1. Customer Advisory Board (CAB)
Establishing a CAB gave us consistent access to high-value user insights, strengthened customer relationships, and allowed us to validate product decisions early, making our roadmap more strategic and user-centered.
- Invited a select group of engaged users from different roles and industries
- Conducted structured quarterly conversations to gather feedback and test early ideas
- Invited CAB members to evaluate new features before release, helping us catch usability issues and refine functionality
- Built trust and created a feedback loop for long-term insight
2. 1:1 User Interviews
- Spoke directly with users who had recently invited teammates or upgraded their plan
- Asked open-ended questions about what drove their behavior, what value they received, and what barriers they faced
- Mapped themes across interviews to spot patterns and growth opportunities
My Role
- Established and facilitated the Customer Advisory Board
- Helped plan, run, and synthesize user interviews to better understand pain points and opportunities
- Participated in many of the 1:1 user interviews
- Created insight reports that shaped product and marketing strategy
- Collaborated with PM and stakeholders to translate findings into roadmap priorities
Quantified User Feedback Themes
Opportunity Matrix
Strategic Findings
- Unique Value Proposition Confirmed: Conversations reinforced that our strongest differentiators is deeply aligned with the core philosophy and methodology our users trust.
- Product Opportunity: We identified key functional areas that, if improved, could significantly increase perceived value and drive broader adoption across teams.
- Experience Gaps in End-to-End Workflows: Users highlighted friction in how core experiences connect across the platform.
- Admin Experience for Growth: We gained information into users wanting an "admin view" experience with more data insights.
- Onboarding & Education: Users asked for more team-level education and lightweight coaching.
Outcomes & Impact
- Prioritized Improvements: We used the feedback to guide improvements to scorecards, admin tools, and UX structure across connected features.
- Growth Experiments: Feedback shaped a new onboarding concept focused on helping users quickly activate their team, with better in-product education. We also quickly created and launched a screen with high level admin data insights across the organization as this was a highly requested feature.
- Clearer Messaging: We refined our positioning to lean harder into our core differentiators.
- Strategic Product Direction: The themes from user interviews were presented to leadership and influenced the product roadmap directly, particularly in areas related to team expansion and user health metrics.
Conclusion
This work was a reminder of the power of asking the right questions. By connecting directly with our users, we uncovered strategic insight that no analytics dashboard could reveal. The result was a more targeted, user-centered product direction and stronger growth potential.