User Research
Prototyping
User Journeys
Strategy
Quantitative Research
Challenge
Help Meisterwerk understand their customers’ behaviour better
Identify the right feature to build next
With the goal to improve conversion rate and get ready for the Series A fundraise
Solution
Identified pain points and friction
Designed and tested new product features
Created a smoother and more valuable user journey
Impact
Improved Meisterwerk’s value proposition by identifying missing features customers needed.
Considerably increased the company's conversion rate,
Helped them reach €100.000 MRR and successfully close their seed round.
Context
Meisterwerk is a B2B SaaS digital solution for SME field-service and craftsman companies.
A significant percentage of users trying the free trial phase would not convert to become paying customers after the 30 days.
So, what kept them from purchasing? And why did some companies sign up for the trial but never actually use the product? And why would others make good use of the trial but stop from one day to the next?
Uncovering these ”why's” was the challenge of this project.
“Our goal was to improve the conversion rate of our product.
To do that we needed to understand what our customers were thinking and which features and improvements would make a difference for them.
That’s what we needed Sebastian’s help with”
Nick Sonnenberg
Co-founder & CPO
Overview
To shed some light on these questions, I used a mix of quantitative and qualitative User Research methods.
They helped uncover the users’ expectations, experiences and frustrations.
With this research I helped key decision-makers, gain a deep understanding of their customers´ behavior during the trial phase of their product.
These insights allowed me to find, prototype and design a range of improvements - from reducing user friction in onboarding to identifying product features customers needed.
Discovery & User Research
I collected data on motivations, expectations, frustrations, and barriers in the trial phase. The goal was to identify the perceived value of Meisterwerk, pain-points, opportunities for improvement.
Qualitative Interviews
Journey mapping
Surveys and usage data analysis
Synthesis & initiatives
Next I turned the collected qualitative and quantitative data into insights to help key stakeholders make decision on how to address the problem of churn, which interventions to prioritize and how to conduct them.
Visualizing key reasons for trial churn
Identifying gaps in the feature set
Prioritized list of needed interventions
Prototyping, Testing & Storytelling
One key intervention was the design of additional features to close the workflow gap users experienced. To understand if and how these new features would be valuable I prototyped and tested them with users. Additionally I prepared engaging presentations with key takeaways for customer success and sales teams. Fewer yawns- more “Ah”s.
Co-Design Workshops
Prototype/concept testing with users
Data visualization, internal storytelling
Significantly improved conversion rate
A roadmap of user-driven interventions and improvements
Contributed to reaching a revenue milestone - 100.000 € MRR
Improved funnel and revenue milestone helped get the company ready for their seed round.
“Working with Sebastian was an absolute gamechanger for our overall business and growth strategy and gave us massive confidence to make the right calls, which led to achieve our revenue and fundraising goals!”
Nick Sonnenberg
Co-founder & CPO