Creating a B2B segmentation tool to enhance business verification in a social media platform
Client
Social Media Platform
Social Media Platform
Sector
Technology, Media & Telecom
Technology, Media & Telecom
Type of service
Opportunity Discovery
Opportunity Discovery
Global Market ResearchHuman-Centric DesignUser ArchetypesProduct Development Strategy
The Challenge
Being a pioneer in all forms, our client realized that it needed to rethink common user archetypes to customize and adapt its platform features and customer journey up to different requirements. Based on this, Hatch was tasked with delivering strategic insights and recommendations to optimize the verification process.
The aim of this project was to establish a robust framework, built on a deep understanding of user needs, preferences, and challenges, enabling our client to tailor its product development initiatives more effectively.
Our Approach
1
Multi-faceted research
Concentrating on common user archetypes within the paid and organic categories, we analyzed data about users’ distinct needs, preferences, and challenges. The framework also needed to outline crucial decision factors for product choices, encompassing cultural nuances, usage patterns, and feedback gathered from both contextual settings and lab environments.
To achieve all this, the Hatch team employed a multi-faceted research approach.
To get a balanced view combining real-world scenarios and concise, detailed feedback, 2 interviews were set in natural environments while 8 were conducted in a controlled lab setting in Australia.
The researchers spent a day in an Australian weekend market to understand user behaviors in dynamic, real-life settings. The immersion offered unfiltered, immediate reactions and thoughts from potential users – supporting existing insights from the interviews.
Conducting 10 one-on-one interviews across three countries: Brazil, India, and the USA offered a rich and culturally diverse perspective that accounts for expectations in different markets.
Outcomes
Delivering actionable insights based on a rich understanding of user needs
The new user-centric framework underscores three pivotal growth opportunities for our client to increase the number of users engaging in verification on the platform:
- Clear, transparent communication We identified key pain points among users globally and recommended enhancing communication about verification requirements. This improvement will significantly boost users' motivation and confidence in the verification process, driving increased engagement.
- Flexible Verification Options Our client solutions are used by individuals and businesses of all sizes, making flexible verification options imperative. We advocated for tailoring the verification process to accommodate diverse requirements, use cases, and client needs. This approach aims to increase engagement and conversion rates.
- Business-Specific Treatment and Features Aligning with user expectations and offering tailored benefits beyond public visibility for verified businesses is key to growth. We proposed using verification as a gateway to exclusive support and features, enabling our client to incentivize the verification process and foster deeper engagement and loyalty.
