Increased Product Adoption & Engagement

August 2024 - Feb 2025

IBM Data & AI - Data Marketplace

Business Problem:

After launching in June 2024, the product team set goals for Lite plan sign-ups and defined a north star metric to measure meaningful engagement. However, they faced challenges with user drop-off and low adoption. To improve sign-up rates and boost engagement, the team needed to identify obstacles preventing sign-ups, understand why users were disengaging, and find ways to increase the north star metric.

Research Program:

  1. Heuristic Evaluation of the Lite plan to assess usability, identify friction points, and uncover opportunities for improvement

  2. Concept Test of new features to evaluate if they resonate with users, address existing pain points, and contribute to improving the north star metric

  3. Survey (in progress) webinar attendees who did not further engage to understand their barriers and refine our approach to increase engagement

Impact:

This research program generated 12 actionable insights that directly improved the Lite plan sign-up experience and user engagement. It concluded that the new features would address key pain points, leading to an increase in data product sharing and improved user efficiency. Additionally, the concept test identified desirable new feature opportunities and highlighted the need for clearer communication around certain existing features internally.