A large technology company was looking to gain impactful insights into the strengths and weaknesses or one of its products against its competitors.
In order to get impactful insights, one needs to go a step beyond product feature comparison, and capture the deeper emotional experience.
During research sessions, we were able to capture the overall impressions of the experience, uncover pains associated with the tasks, track the emotional journey, and score the experiences with each of the products. We then used these values to rank the User Experience overall and within all four scenarios.
A persona-based approach allowed us to quickly establish empathy, uncover baseline understandings, and provide a framework for both qualitative and quantitative insights. Over the course of a week, we took our persona through one of four predefined collaboration scenarios representing the most common use cases for workplace collaboration.