PICKLE NEXT STEPS

EXECUTIVE SUMMARY

Pickle is developing a platform that helps companies understand their customer conversations through AI-powered transcripts, enhancing their relationships. Pickle has already launched the first version of the platform. What should be the next step in product development? 

ROLE & RESPONSIBILITIES

My primary role was as a UX researcher, where I conducted various research activities including writing research plans, conducting interviews, validating and analyzing data, creating presentations or research reports, planning workshops, and supporting and collaborating with designers, founders, and the marketing and sales teams. 

TEAM

UX Researcher                                      Saniya

Designer                                                Yueyue (product), Iren (visual)

Co-Founder                                            Birch

Marketing & Sales                                 Taylor

PROBLEMS

KEY QUESTIONS

• Who are our target users?

• What does their workflow look like? What are their needs and pain points?

• What is the user experience of our current platform like?

• How do we compare to our competitors?

• What are the next steps for improving the platform? 

RESEARCH OBJECTIVE

• Create personas and journey maps to understand users' needs and pain points, and identify opportunities.

• Conduct interviews and analyze usage data to understand the user experience of the current platform.

• Prioritize and brainstorm solutions to address users' pain points using the current platform.

• Perform competitor analysis and heuristic evaluation to understand our market position.

• Combine all these aspects to identify key opportunities. 

RESEARCH - STAGE 1 - TARGET USER & THEIR WORKFLOW

RESEARCH GOAL 

• Identify the target user

• Understand their pain points and workflow

• Discover opportunities

RESEARCH METHOD

• Analysis customer base: Sum of MRR by industry type, customer segmentation

• Interview stakeholders: Visions, goals, markets

• Conduct client interviews: Active customers

DECISION

Target users with most earning potential:

• Sales/Account Executives

• VPs of Sales

• Founders

INTERVIEW PROCESS

PERSONAS

JOURNEY MAP

OVERALL THEMES & OPPORTUNITIES

Insight #1: Sales

• A single entry point for all activities before (research), during (note-taking), and after (CRM updates) sales meetings.

Insight #2: VP of Sales

• Quickly identify useful conversation information for training, supporting, and managing the sales team.

Insight #3: Team

• Facilitate quick sharing and collaboration across departments and platforms (e.g., transferring customer cases from sales to account executives, then to customer success).

Insight #4: VP of Sales

• Data-driven decision-making for improved sales processes and strategies.

RESEARCH -STAGE 2-CURRENT USER EXPERIENCE

RESEARCH GOAL

• Evaluate the current user experience: web analytics, perceived usability, pain points, and likes

• Discover opportunities

RESEARCH METHOD

• Analysis user usage data: MUA, DUA, retention, feature usage analysis, pathway analysis

• Conduct surveys 

• Perform user interviews with active customers

• Usability testing (design tasks for users to complete changed to users showing how they use Pickle during their day)

USAGE DATA ANALYSIS SUMMARY

Data Preparation: 

• Validating the data: Found some event tracking errors or inaccuracies; submitted for updates

• Created a new list of tracking events

Feature Activity Analysis:

• Top Used Features: Zoom record, search, recording page, play video

• Moderate Usage: Timeline (level), dashboard (declines over time), 

• Least Used Features: Tasks, notes, markers, tags, snapshots

• New Features: Collections, pregame

QUANTITATIVE SURVEY

Gauge user perceptions of the current platform's user experience using the survey tool Typeform

• System Usability Scale (SUS)

• Net Promoter Score (NPS) for loyalty measurement

• "Why did you give [ ] a score of [ ]?"

CROSS-VALIDATION AMONG METHODS

Examples

Web Analytics and Interviews on Marker Usage:

• Web analytics revealed a low utilization of markers. Interviews disclosed that users either lack the time or do not know how to implement markers, despite maintaining an interest in this feature.

Interviews and Web Analytics on Dashboard Usage:

• Interviews with users indicated that while they do check the dashboard, they are unsure how to apply the data in their daily activities. Web analytics supported this by showing a decline in monthly active users (MUA) over time, suggesting an initial interest that diminishes gradually.

Surveys, Helpdesk Search Terms, and Interviews on System Usability:

• Surveys pointed to some difficulties in learning how to use the system. This was corroborated by search terms used in helpdesk queries and further verified through interviews. The findings suggest that making the system more intuitive or enhancing product education could mitigate these issues.

RESEARCH -STAGE 3-PRODUCT POSITION IN MARKET

PRODUCT COMPETITOR ANALYSIS

OVERALL THEMES AND INSIGHTS 

Insight #1: Enhancing the Core Functionality Experience

• Improvements to Recording, Transcription, and Transcript Review:

Enhance the overall user experience by optimizing the core functions: recording, transcribing, and reviewing transcripts. Specific improvements:

• • Reducing the waiting time for transcriptions post-meeting.

  • Ensuring notes or snapshots move in sync with the transcripts.

  • Enhancing video quality.

  • Revising the video placement for more intuitive viewing.

Insight #2: Streamlining Collaboration and Sharing

• Ease of Use: Collaboration and sharing processes need to be seamless and user-friendly.

Insight #3: Overcoming Challenges in Insight Analysis

• Competitive Landscape: Achieving robust insight analysis is challenging and faces strong competition.

Insight #4: Focusing on Sales Strategy Features

• Investment in Sales Strategic Development: Consider how tools like Pickle can help in crafting the best sales processes, and invest accordingly.

 CONCLUSION