UX research
Case Study: Strategic Research & Audience Architecture
Case Study: Strategic Research & Audience Architecture
Case Study: Strategic Research & Audience Architecture
Case Study: Strategic Research & Audience Architecture
Year:
2025
Industry
AI / Community
Duration:
8 months
My Strategic Objective:
My Strategic Objective:
To stop the "feature-factory" approach and ground the product roadmap in validated user data.
To stop the "feature-factory" approach and ground the product roadmap in validated user data.
Phase 1: Evaluation & Heuristic Audit
Phase 1: Evaluation & Heuristic Audit
Before launching new research, I conducted a deep dive into the existing products and the supposed "target audience".
Before launching new research, I conducted a deep dive into the existing products and the supposed "target audience".
My methodology transformed fragmented stakeholder assumptions into a validated product framework for engineering and marketing teams
My methodology transformed fragmented stakeholder assumptions into a validated product framework for engineering and marketing teams
The Audit:
The Audit:
I analyzed the current LMS and Hackathon flows, identifying that the technical complexity was a major barrier for the actual people visiting the site.
I analyzed the current LMS and Hackathon flows, identifying that the technical complexity was a major barrier for the actual people visiting the site.
The Decision:
The Decision:
I challenged the existing "developer-first" personas, arguing that the high bounce rates and "chaos" in requirements were symptoms of a fundamental audience mismatch.
I challenged the existing "developer-first" personas, arguing that the high bounce rates and "chaos" in requirements were symptoms of a fundamental audience mismatch.
Research Process
Research Process
01
Evaluation (Audit)
Evaluation (Audit)
Audit of "fake personas" and existing UX bottlenecks.
Audit of "fake personas" and existing UX bottlenecks.
Discovered misalignment between Product assumptions and User reality.
Discovered misalignment between Product assumptions and User reality.
02
Exploratory (Discovery)
Exploratory (Discovery)
Quantitative survey (126 responses) to find the truth.
Quantitative survey (126 responses) to find the truth.
The Strategic Pivot: Identified that 84% of the audience were non-technical.
The Strategic Pivot: Identified that 84% of the audience were non-technical.
03
Compilation (Strategy)
Compilation (Strategy)
Ecosystem Persona Architecture across the community to unify the product roadmap.
Ecosystem Persona Architecture across the community to unify the product roadmap.
Created a shared vision for Engineering, Marketing, Product.
Created a shared vision for Engineering, Marketing, Product.
Phase 2: Exploratory Research & The Pivot
Phase 2: Exploratory Research & The Pivot
I spearheaded a quantitative research initiative to replace intuition with evidence. I launched a comprehensive survey via PostHog to capture the truth about our community.
I spearheaded a quantitative research initiative to replace intuition with evidence. I launched a comprehensive survey via PostHog to capture the truth about our community.
The "Great Pivot" (Assumption vs. Data)
The "Great Pivot" (Assumption vs. Data)
The results were a wake-up call for the organization.
The results were a wake-up call for the organization.
Audience Segment
Business Assumption
Validated Research Reality
Developers
Expected Core (>60%)
Only 14.3%
Business Owners
Overlooked
28.6% (The Largest Group)
Managers
Secondary
25.4%
AI Proficiency
Advanced
49.2% Absolute Beginners
Audience Segment
Business Assumption
Validated Research Reality
Developers
Expected Core (>60%)
Only 14.3%
Business Owners
Overlooked
28.6% (The Largest Group)
Managers
Secondary
25.4%
AI Proficiency
Advanced
49.2% Absolute Beginners
Key insight:
Key insight:
I didn't just report these numbers; I used them to pivot the entire product language. I proved that 84% of our users were non-technical professionals looking for "practical applications" (20.6%) and "where to start" (38.9%).
I didn't just report these numbers; I used them to pivot the entire product language. I proved that 84% of our users were non-technical professionals looking for "practical applications" (20.6%) and "where to start" (38.9%).
Phase 3: Ecosystem Persona Architecture
Phase 3: Ecosystem Persona Architecture
To stabilize the product vision in a high-chaos environment, I developed a Unified Persona Framework. Instead of treating each product in isolation, I identified 4 core archetypes and mapped how their needs, behaviors, and pain points shift as they move through the GenAI.works ecosystem.
To stabilize the product vision in a high-chaos environment, I developed a Unified Persona Framework. Instead of treating each product in isolation, I identified 4 core archetypes and mapped how their needs, behaviors, and pain points shift as they move through the GenAI.works ecosystem.
The Ecosystem Persona Framework
The Ecosystem Persona Framework
I developed a unified framework based on 4 core archetypes that represent 84% of our audience. This approach allowed us to see how the same user transitions between different roles in the Community, LMS, and Hackathon.
I developed a unified framework based on 4 core archetypes that represent 84% of our audience. This approach allowed us to see how the same user transitions between different roles in the Community, LMS, and Hackathon.
Community Strategy (The Entry Point)
Community Strategy (The Entry Point)
Focused on professional growth and AI implementation. This allowed the marketing team to align their messaging with the 54% of Business Owners and Managers identified in my research.
Focused on professional growth and AI implementation. This allowed the marketing team to align their messaging with the 54% of Business Owners and Managers identified in my research.
Key Finding: 54% of this segment needs micro-courses
Key Finding: 54% of this segment needs micro-courses
The Business Owner (28.6% of users)
Target: Building MVPs and scaling AI implementation.
Target: Building MVPs and scaling AI implementation.
Community Role: The AI Enthusiast scouting for competitive advantages.
Community Role: The AI Enthusiast scouting for competitive advantages.
LMS Role: The Independent Learner requiring micro-learning to fit a busy schedule.
LMS Role: The Independent Learner requiring micro-learning to fit a busy schedule.
Hackathon Role: The Innovator. I designed the Team Matching logic specifically to help this non-technical segment find partners among the 14.3% developer minority.
Hackathon Role: The Innovator. I designed the Team Matching logic specifically to help this non-technical segment find partners among the 14.3% developer minority.
The Manager (25.4% of users)
Target: Career growth and team efficiency through automation.
Target: Career growth and team efficiency through automation.
Community Role: Strategic Manager focused on ROI and workflow optimization.
Community Role: Strategic Manager focused on ROI and workflow optimization.
LMS Role: The Community Leader. To support this segment, I pivoted the content strategy toward "Weekly Drops" to lower the entry barrier for 49.2% of AI beginners.
LMS Role: The Community Leader. To support this segment, I pivoted the content strategy toward "Weekly Drops" to lower the entry barrier for 49.2% of AI beginners.
Hackathon Role: The Mentor, validating project feasibility and business logic.
Hackathon Role: The Mentor, validating project feasibility and business logic.
The Educator (15.1% of users)
Target: Academic research and AI integration in teaching.
Target: Academic research and AI integration in teaching.
LMS Role: The Active Learner seeking structured certification paths.
LMS Role: The Active Learner seeking structured certification paths.
Hackathon Role: The Judge. I developed a standardized evaluation framework to help educators objectively assess the 39.7% of projects focused on AI innovation.
Hackathon Role: The Judge. I developed a standardized evaluation framework to help educators objectively assess the 39.7% of projects focused on AI innovation.
The Developer (14.3% of users)
Target: Hands-on technical practice and portfolio building.
Target: Hands-on technical practice and portfolio building.
Community Role: Professional Explorer looking for the latest dev tools and APIs.
Community Role: Professional Explorer looking for the latest dev tools and APIs.
LMS Role: The Hands-on Learner skipping theory for direct technical implementation.
LMS Role: The Hands-on Learner skipping theory for direct technical implementation.
Hackathon Role: The Contributor. The backbone of the ecosystem who builds the MVPs that drive the platform’s growth.
Hackathon Role: The Contributor. The backbone of the ecosystem who builds the MVPs that drive the platform’s growth.
Why This Matters
Why This Matters
By identifying these cross-product transitions, I achieved:
By identifying these cross-product transitions, I achieved:
Roadmap Alignment:
Roadmap Alignment:
Marketing and Engineering finally shared a single "Source of Truth" for development priorities.
Marketing and Engineering finally shared a single "Source of Truth" for development priorities.
User Retention:
User Retention:
We addressed the 38.9% of users who were "unsure where to start" by providing clear roles and paths.
We addressed the 38.9% of users who were "unsure where to start" by providing clear roles and paths.
Business Efficiency:
Business Efficiency:
We pivoted toward micro-courses (preferred by 54% of users), significantly reducing the "academic intimidation" identified in research.
We pivoted toward micro-courses (preferred by 54% of users), significantly reducing the "academic intimidation" identified in research.
Stakeholder Management & Impact
Stakeholder Management & Impact
In a startup environment where product management was often fragmented, I utilized this research to become the "Voice of the User" and the primary aligner for cross-functional teams.
In a startup environment where product management was often fragmented, I utilized this research to become the "Voice of the User" and the primary aligner for cross-functional teams.
39.7 %
39.7 %
39.7 %
Wanted to build real projects
Wanted to build real projects
Shifted the LMS focus from passive lectures to a Project-Based Learning approach, enabling users to transition from theory to active MVP creation.
84 %
84 %
84 %
Non-Technical Majority.
Non-Technical Majority.
Collaborated with the Tech Lead to prioritize and simplify the Team Matching logic, ensuring the platform remained accessible and functional for our non-developer audience..
57 %
57 %
57 %
Requested Trust & Transparency.
Requested Trust & Transparency.
Designed high-status landing pages for Investors and the AI Council, directly addressing the identified "Trust Gap" through verified profiles and professional visual language.
Leading Through Ambiguity
Leading Through Ambiguity
This project was more than a design task; it was an exercise in Product Stewardship. By acting as the strategic anchor in a high-chaos environment, I achieved two major business outcomes:
This project was more than a design task; it was an exercise in Product Stewardship. By acting as the strategic anchor in a high-chaos environment, I achieved two major business outcomes:
Mitigated Business Risk:
Mitigated Business Risk:
I saved the company from months of "feature-factory" development aimed at an assumed audience that didn't exist.
I saved the company from months of "feature-factory" development aimed at an assumed audience that didn't exist.
Enabled Cross-Functional Clarity:
Enabled Cross-Functional Clarity:
I provided Marketing and Engineering with a solid, data-driven foundation to move forward, regardless of shifting product management priorities.
I provided Marketing and Engineering with a solid, data-driven foundation to move forward, regardless of shifting product management priorities.
Next Projects
Next Projects
Next Projects
