TL;DR:

Diagnose Churn: Analyze when and why existing users are disengaging.Understand Competition: Identify why potential customers prefer competitors and ensure they know about your product.Target Research: Interview users at the brink of disengagement and those aware of your product but using competitors.Execute Effectively: Set clear objectives, ask focused questions, and use feedback to drive actionable changes.

When it comes to revamping a product, whether it's a visual makeover or a functionality overhaul, the stakes are high. The goal is clear: increase user engagement and attract new customers. But where do you start? Strategic user research is your best ally. Here’s a step-by-step guide to making sure your research hits the mark.

1. Diagnose the Problem: Churn vs. Competition

Existing Users: Tackling Churn

Before diving into qualitative research, you need to understand why users are leaving. Look at your analytics to pinpoint when engagement starts to drop. This could be a crucial inflection point that signifies user dissatisfaction. Identifying these patterns will help you focus your interviews on the right issues.

Identify Drop-Off Points: Use data to track when users start disengaging. This could be tied to specific features, changes, or lack of updates.Interview Near-Churn Users: Target users who are about to disengage but haven’t completely left yet. Their feedback is valuable because they can still provide insights into what’s driving them away.

Non-Customers: Understanding the Competition

For potential customers, figure out why they’re sticking with competitors. Is it because of superior features, better pricing, or simply brand loyalty? If they don’t know about your client’s product, that’s a different issue. Evaluate how familiar they are with the product and why they chose competitors instead.

Assess Familiarity: Ensure that potential customers have some awareness of your client’s product to get relevant feedback.Evaluate Competitor Appeal: Understand what features or benefits they find compelling in competitors and how your client’s product might address these aspects.

2. Targeted Research Approach: Who and How to Interview

A. Researching Existing Dormant Users

Target the Right Time: Interview users who are on the verge of disengagement but haven’t completely left. They can provide critical insights into why they’re losing interest.Profile Strategically: Focus on users who exhibit signs of disengagement. Their experiences will highlight potential areas for improvement.

B. Researching Non-Customers

Mix of Competitors: Interview users of competing products who are familiar with your client’s product. This helps understand why they haven’t switched.Prioritize Awareness: Seek out individuals who know about your client’s product but have chosen competitors. Their feedback will reveal gaps and areas for improvement.

3. Executing Your Research: Strategies for Success

A. Plan Your Research

Set Clear Objectives: Define what you want to learn from each user group, whether it's addressing disengagement or exploring competitive advantages.Prepare Focused Questions: Develop questions tailored to uncover specific issues. This will make your interviews more productive.

B. Conduct and Analyze

Deep Interviews: Engage with users to get detailed feedback on their experiences. Use this to map their journey and identify pain points.Analyze Findings: Look for common themes and issues in the feedback. Prioritize these based on their potential impact on user engagement.

C. Communicate and Iterate

Present Findings Clearly: Share insights in a way that highlights key pain points and actionable opportunities. Ensure stakeholders understand the implications.Prototype and Test: Develop new features or design changes based on insights and test them with users. Validate improvements to ensure they address the issues.Continuous Feedback Loop: Establish mechanisms for ongoing user feedback to keep refining the product.

4. Practical Tips for Effective Research

Recruit Thoughtfully: Ensure participants reflect the issues you’re investigating to get relevant insights.Focus on Real Experiences: Interview users who are engaged or recently disengaged for contextual feedback.Balance Depth with Breadth: While detailed insights are crucial, a broad range of perspectives will provide a fuller picture.

Conclusion

Revamping a product is a significant endeavor that requires strategic research to be successful. By diagnosing the root causes of user churn and understanding competitive dynamics, you can make informed decisions that enhance user engagement and attract new customers. Follow these steps to ensure your product revamp is both impactful and data-driven.