Minimize the innovation risk by testing both in a quantitative and qualitative way the attractiveness and marketability of new product ideas.
USER RESEARCH
CHALLENGE
BACKGROUND
In todays world, markets change at an exponential rate. Even though the innovation process always conveys risk, those who don’t innovate are left behind. The same fate awaits to those who want to innovate but stick to the wrong assumptions for too long. There is no blueprint for products or services that not yet exist, however risks can be significantly reduced by testing new product ideas early on in the process.
TIME
Jul 2020 – Aug 2020 (3 months)
AGENCY
Freelance
CLIENT
Hapimag AG
CONCEPT
In order to identify if the new Hapimag product ideas are worth building we developed a product-market-fit-testing that combines a quantitative and a qualitative approach:
Starting quantitatively, social media campaigns are created, and these are optimised for lead generation. By tracking the campaign performance (Impressions, CTR, CPC, leads, etc.) the client gets insights into which product ideas are most promising. In addition, warm and cold leads are analysed and performance KPIs are reported.
Continuing qualitatively, interviews with selected leads are conducted in order to understand their product interest more in depth, and to check whether the assumptions made are accurate.
DESIGN PROCESS
Conception – When we came into the project, the Hapimag team already analysed different user groups and their needs. We used this data as a base to develop different value proportions in a virtual co-creation workshop.
Design and Text – The 9 different product ideas were translated into social media campaigns (ad visual, slogan, body text ect.). Additionally all touchpoints in the lead generation process (forms, landing-pages, e-mails) were copywrited and designed.
Campaign-Management – Parallel to this, the testing funnel was set up and automated, the Facebook and Instagram campaigns were monitored and optimised after each of the 5 test cycles.
Quantitative Analysis – All campaign performance KPIs (Impressions, CTR, CPC, leads, etc.) were tracked and reported to the client on a weekly bases. Furthermore warm and cold leads were analyzed in terms of their profile, point of contact and demographics.
Qualitative Analysis – In order to understand the motivations and interests of the selected leads, we conducted 10 30-minutes interviews with our candidates. This way we could get insights into their thoughts towards the company’s offerings, their lifestyle, feelings and further ideas to challenge the initial assumptions.
Final Reporting of the product performance – All qualitative and quantitative results were evaluated and presented. In a final co-creation workshop, next steps were derived.
RESPONSIBILITIES
Project Management | Content Development | Campaign Design | Qualitative User Research | Project Documentation
SETTING
The project was a freelance assignment with Hapimag AG – a European holiday flat provider based in Switzerland. Eric Lehmann developed the campaign management and the quantitative analysis.
