Role
UX Researcher
Team
Vishal Rane (PM)
Sandra Gannon (Manager)
Duration
7 Weeks
June 2024 - July 2024
TRIRIGA is a software that helps businesses
manage their real estate, office spaces, and leases all in one place.
How might we build a demo to help users experience value firsthand, then
convert them into happy paying customers?
Research Overview
Why?
PM sees lease management as a key functionality to market for potential customers
No existing research specifically on lease management
What?
Identify key customer questions before purchase & understand "Aha" moments to create demo
Identify what customers value most to drive purchase decisions
How?
Conduct discovery interviews with internal IBM tech sellers to identify key insights from customers
Utilize internal resources to ensure timely feedback on lease management
Our goal is to build a demo for the Lease Administrator & Lease Accountant that showcases the product's value
An effective demo will ultimately convince the Head of Corporate Real Estate to purchase our product
Head of Corporate Real Estate
Lease Administrator
Lease Accountant
Click-through Demo
Research Methods
Transcription
Take detailed notes of recorded interviews into written text for analysis
Tools: Microsoft Spreadsheet & Box Note
Affinity Mapping
& User Flow
Identify and categorize recurring themes within the transcripts
Map out key individual capabilities of each persona that leads to potential Aha moments
Insight Generation
Analyze the recurring themes to identify key selling points to include in the click-through demo
Key Takeaways
1.
Head of corporate real estate needs a way to see full picture of lease management
2.
"Aha" moment comes when they have seen transaction manager, lease admin, accountant working together —reducing time to value
3.
Customers using TRIRIGA manage leases on separate platforms are unaware that they can manage leases within TRIRIGA itself
User needs we needed 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?
Without this initial research, we would not have recognized the need to shift our strategy.
The insights uncovered prompted me to propose that we change our strategy by diving deeper into discovery research with external customers.
The click-through demo attracted 40+ Client Interest and 14+ Sales Qualified Leads with purchasing intent, contributing to a $1.4M pipeline
Setting the Team Up for Success:
My Strategic Action Plan
External Customer Interviews
Validate internal IBMers workflow
Figure out key functionalities of lease admin & accounting leading to Aha moments
Gather Screenshots
Capture wow moments that lead to the Aha moment
Verify screenshots to create a coherent workflow
Incorporate internal and external research feedback
Build Storyboard & Narrative
Create storyboard and narrative based on screenshots gathered
Review with internal SMEs for feedback
Create Click-Through Demo
Demo highlights the Aha moments within lease administration and lease accounting
What I Learned
Every part of the design process is iterative
Discovery <——> Solutioning happens iteratively
Derisking in Discovery
Interviewing customers to SMEs to validate the initial discovery phase
Challenge myself to lead design-research for the first time
Apply research findings to influence better design decisions
Designs
My work informed and guided the designers who created the final designs below
