User Research & Journey Mapping

TLDR;

Client: Galileo (now Kubrio)

Context: There were no mapped user journeys in the company and a general sense of confusion about how our users decided to 'hire' our solution

Solution: I organized jobs to be done interviews with two goals: uncover their journey to join Galileo and first 'wins' during the onboarding process

Tools Used: Dovetail, Grain, Zoom, Google Suite, Miro, Whimsical, FigJam

Understanding where they come from to see where they're going

To better understand how our users went from prospect to #1 fan I had to do a little digging. I started with the concept of the Hero's Journey, typically used in SaaS to map a new user flow and 'ah-ha' moment. Working async and in meetings with the founders + the education/community leads I mapped this rough idea of our user's heroic journey. 

I was left with the question: How can we validate the steps in this journey and then use to fine tune our acquisition and onboarding? 

Screenshot of the Hero's Journey

Click to enlarge

I conducted around 10 hours of interviews with new parents and analyzed the data using Dovetail; the tagging hierarchy separated comments into Bugs, Wishes, Usability Issues, and Insights
Using interviews to understand what moves them

These were relatively unstructured interviews but aimed to discover points where they chose to switch to our solution. By unearthing emotive stories I was able to access their underlying motivations for finding and joining us.

Sample questions:

How has your experience been with Galileo?

What do you need support with?

What do you struggle with in daily life when it comes to education?

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I was able to extract two clear personas from the insights and map out a user journey for each one. Parents ultimately all want the same thing (for their child to be happy and ready for their adult lives) but approach it in different ways, while also choosing this education solution for slightly different reasons. 

The main insight I gleaned from this research is that making the decision to join the school was much quicker than we had anticipated with the Hero's Journey. 

New insights illuminated the need for a 'Parent Experience'

The experience called for two different streams: parents who had already been out of the traditional school system and practicing unschooling, Montessori, or other alternative education for some time; and the parents who were total newbies to this alternative space. These two groups had very different needs, with the latter requiring a lot more reassurance and hand holding. 

It also became clear that parents weren't able to see the full value of the school through our website before joining. They were missing out on amazing moments of growth and success their children were experiencing every day in their project-based courses. I knew we needed to revamp the 'Parent Experience' so that our customers could see our users (the students) wins' ASAP.

The scope of this project would have extended to include new email automation and integration with the updated app. Unfortunately my time with this startup came to an end so I handed the project over to my replacement to be continued once they finish with their rebrand and evolution to Kubrio. 

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With these insights the dev team was able to make decisions about important features for the new app and the founders had a deeper understanding for future user improvements 

Check out some more of my past projects

Web copy and wireframing

Web copy and wireframing

Product research and innovation

Product research and innovation

Email automation strategy

Email automation strategy

Homepage redesign

Homepage redesign

Landing pages

Landing pages

User research and journeys

User research and journeys