Impact Beyond Designs:
Rescoping the TRIRIGA Demo
How might we build a demo to help users experience value firsthand, then convert them into happy paying customers?
Research Overview
Why?
Lease management was a vital feature for our customers, yet no research existed to guide our strategy.
What?
Identify key customer questions and values that drive purchase decision
How?
Conduct discovery interviews with internal IBM tech sellers to identify key insights from customers
Goal
Our goal is to build a demo for the Lease Administrator and Lease Accountant that showcases the product's value
An effective demo will ultimately convince the Head of Corporate Real Estate to purchase our product
Research Methods
I interviewed internal IBM tech sellers to identify the key selling points customers value when purchasing TRIRIGA.
Transcription
Took detailed notes of recorded interviews into written text for analysis; tools: Microsoft Spreadsheet & Box Note
Affinity Mapping
Identify and categorize recurring themes within the transcripts
User Flow
Map out lease workflow to highlight individual capabilities of each persona that leads to Aha moments
Insight Generation
Analyze the recurring themes to identify key selling points to include in the click-through demo
Key Takeaways
Head of real estate need the big picture to see the true value
Showing them a unified workflow makes them much more prone to buy
The "Aha!" moment is seeing a unified team in action
Bringing the manager, admin, and accountant is the fastest way to prove the product's value
Once they see they can manage everything in one platform, they finally see the true power of TRIRIGA.
User needs to address in the demo
How can the workflow and processes within lease management be interconnected?
Why use TRIRIGA instead of the other competitors?
How is it compliant within my organization standards?
What will it look like with my data?
Initial research demonstrated the need to change our strategy.
These insights allowed me to refine our approach by diving deeper into customer needs.
Setting the Team Up for Success: My Strategic Action Plan
External Customer Interviews
Validate internal IBMers workflow
Identify high-impact features that triggers the customer's "Aha" moment
Gather Screenshots
Verify screenshots to create a coherent workflow
Incorporate internal and external research feedback
Build Storyboard and Narrative
Create storyboard and narrative based on screenshots gathered
Review with internal SMEs for feedback
Create Click-Through Demo
Demo showcases the breakthrough of bringing lease administration and accounting into one unified workflow
What I Learned
Every part of the design process is iterative
Discovery <——> Solutioning happens iteratively
Minimizing risk in discovery to build the right product
Interviewing customers to SMEs to validate the initial discovery phase
Challenges of leading design research for the first time
Apply research findings to influence better design decisions
