Julie Rodriguez
 

Overview

Start-up projects move quickly, so it's important to scope out project constraints for time, effort, and value by defining business and user goals with all relevant parties. This project arose from getting a new set of monthly numbers in. 

  • 80% (fake) of our users were not using our web application - only the chrome extension. 
  • Roughly 60% of our development time was spend managing the web application. 
  • We were still getting support tickets from beginner sellers about how to use the product. 

Breaking down this problem into sections, I had about 4 days to come up with a more defined problem, research it, and propose solutions with the team. From there we'd break it down into implementation slices, and figure out how we'd measure whether it was working. 

I will be writing each of these sections at the end of the work day.

 

Day 1: Understand & Define the problem

 
 
I copied extension-related feedback from Support tickets, Facebook comments, and our Chrome Extension review page to organize customer's thoughts into themes and questions.

I copied extension-related feedback from Support tickets, Facebook comments, and our Chrome Extension review page to organize customer's thoughts into themes and questions.

Understanding the problem

Most common feedback:

 

  • need more educational material on how to use.

  • need monthly pricing

  • data is inaccurate

  • my category isn’t there

  • my marketplace isn’t there

Perceptions about Scope’s extension held by users: (Mental Models)

  • “Scope is going to help me find tons of keywords.”

  • “Scope is going to show me what all my competitors are ranking for.”

  • “Scope is going to show me what my products are ranking for or give me suggestions.”

  • I’m going to be able to look up any product and view a list of keywords with accurate position information.

  • I thought this extension was about keywords. On the free version (advertised), there are not really any keywords.

 

 
 

Synthesis

Why are people thinking this? Analyzing customer-facing and backstage (Internal) resources.

  • Marketing materials use the language "Try the Free Extension", but the true product is a $400+ yearly subscription with a free version for lead generation.
  • The free version of our extension is valuable on its own, but marketing language has not consistently set up a unique value proposition. 
  • The chrome extension has poor reviews, coloring 
  • People do not understand why/when there is data and when there is not.
  • Our terminology for tracking (watch) has confused users about refreshed data.
  • We are late in the game to release an extension competitor, our numbers are being compared to everyone else’s even though ours are just as/more accurate.
  • we have been marketing to our customers who are at large “beginner” sellers who cannot/do not want to pay $$$$ or yearly for a product. These are the same customers who do not know how to use it.
 

Feature 3

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