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Friday, October 14 • 2:30pm - 3:15pm
Follow the User "Meaningfully”, and Product Growth Shall Follow

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Have you wondered how can cross-functional teams balance between maximizing value that users derive and business growth leading to win-win situations? This talk dives into the recipe of a strategic mixed methods case study that inspired Product Led Growth (PLG) at [Company], a password manager used by 2 million+ users, thus allowing our users, internal teams, and business to win. As per PLG framework[5], the product experience is designed to generate higher user satisfaction and increased advocacy, which in turn drives compounding growth of new user acquisition.

A new team was tasked with accelerating user growth and revenue in a classic scenario where “Who a product was built for” (IT Admin) is slightly different from “Who is using it” (Everyone). This case study details how User Research and Data Science partnered to advocate for ‘who we build for’ in a numbers-centric organization. The secret sauce followed here is “Inspiring vision with Qualitative insights, Expediting research application with Usage and Quantitative insights”.

This project highlighted how an underserved group of customers aka “lean back” [1] whose needs weren’t being met by more technically driven messaging and feature sets that typically catered to technical and security conscious users, aka “lean in”. Discovering the right audience impacted the Targeting, Messaging, & Product strategy ultimately leading to measurable growth.

This case study details the mixed methods 6 step recipe across the user research lifecycle leading to Product Led Growth.

Research Execution
  • Getting initial research buy in and enabling a diverse recruit by leveraging Usage data
  • Pivoting to ‘meaningful’ Qualitative research analysis leading to accurate personas
  • Validating the personas using Quantitative Research at the right time
Socializing Research
  • Humanizing Qualitative insights by creating a visionary value framework
Research Application
  • Leveraging ‘Hooked’ Behavior Design framework[2] to apply insights
  • Measuring impact and growth

avatar for Neha Raghuvanshi

Neha Raghuvanshi

Experience Researcher, GoTo

Friday October 14, 2022 2:30pm - 3:15pm EDT