Gust conceived Launch to drive medium-term revenue, however the value proposition and feature set needed to be explored and validated to de-risk, and ensure a successful product introduction.
Design and oversee a series of experiments to validate problem-solution fit and refine the value proposition.
Step 1: Exploratory User Interviews
First things first, Quantified Personas were crafted. Quantified Personas are a simple, segmented set of quantifiable attributes that drive, or are expected to drive, profitability for a selected product.
Next, the research agenda and interview guide were created, and research participants were recruited. At this early stage of a product, the qualitative interview process is conducted by having direct one-on-one conversations.
Step 2: Wireframes, Copywriting, and Design
After initial validation, rough wireframes, copy, and visual designs were crafted.
Step 3: Value Proposition and Validation Interviews
Once we arrived at a reasonably well-designed first draft, additional users were recruited to evaluate their interest based on marketing communications alone.
With some essential feature refinements, the feedback came back positive enough to conduct a quantitative study. These early iterations served as the foundation for what is now the company's fastest-growing product: Gust Launch.