TSheets Mobile Strategy Research

Project Type: Generative Research
Project Length: 10 Months

Case Study

Project Summary

In May 2020, we undertook a crucial research project targeting customers signing up for TSheets mobile. The motivation behind this endeavor stemmed from a concerning trend in our behavioral data, which revealed a significant drop-off rate within the first 30 seconds of app usage. We were determined to understand why a substantial portion of our users did not perceive the value in our product and subsequently abandoned it. To tackle this challenge, we implemented a comprehensive approach, consisting of two surveys complemented by a series of insightful interviews. The primary objective was to identify the types of customers we were engaging with and gain a deeper understanding of their motivations and pain points, ultimately striving to improve the user experience and enhance customer retention rates.

The Problem

Our research efforts were driven by a dual-fold objective. First and foremost, we aimed to gain a profound understanding of our users' expectations and motivations when they download our app, coupled with the factors influencing their decision to either remain engaged or disengage. Our second goal was to delve deeper into a set of preexisting questions, seeking greater clarity in their responses. These inquiries revolved around the extent to which we were effectively meeting our users' needs, and, in cases where we fell short, identifying specific features or value propositions that they believed could enhance their experience.

My Role

As the lead UX researcher, my responsibilities encompassed:

Developing a research strategy and securing leadership approval.
Conducting competitive analysis to inform product design.
Collaborating with key stakeholders to assess user download intentions.
Identifying concerning trends, designing, recruiting, and distributing surveys.
Analyzing survey data and conducting 1-on-1 interviews with small business owners.
Creating a research plan and involving cross-functional teams for feedback.
Orchestrating user interviews, including screener development and scheduling.
Guiding design sprints based on survey and interview insights.
Crafting user personas and journeys for distinct user types.
Performing gap analysis to pinpoint user drop-off points.
Advocating for the user's perspective in strategic discussions.

My contributions were pivotal in informing the decision on whether to invest in new features or maintain the app's focus on worker time tracking.

The Solution

To address the urgent priorities of our SMB (Small and Medium-sized Business) users, we will implement a multifaceted strategy that revolves around enhancing user engagement and value proposition. Two key focus areas have emerged from our research:

Eliciting a Sense of Ownership: For users who expressed that they lacked a sense of "skin in the game," we will focus on strategies to make them feel more invested in our platform. By leveraging the urgency of the situation, we will explore ways to highlight the tangible benefits of our services and the impact they can have on their businesses.
Reducing Micromanagement: To help SMBs reduce the need for micromanagement, we will emphasize the value of time tracking in our onboarding process. We will craft specific content that showcases how our platform can alleviate the burden of constantly overseeing employees.

Moreover, recognizing that the survey encompassed more established businesses, we will apply a company size lens to the data analysis. This lens will enable us to tailor our approach to the distinct needs of different segments of our user base:

For New SMB Admins: We will focus on showcasing the value of time tracking, especially during the onboarding process, to help them see the immediate benefits of our platform in managing their business efficiently.
For Established SMB Admins: We will design a separate onboarding flow that emphasizes aspects such as job/project costing, enabling them to make the most of our services in their specific context. By tailoring our approach to these different user segments, we aim to deliver a more personalized and effective user experience.

The Results

The insights garnered from this research have brought to light a crucial realization: our app caters to a diverse user base, encompassing more than one type of user profile. It became evident that the app was not adequately meeting the needs of the majority, as 60% of users were self-employed, a demographic outside our intended target audience.

In response, our team explored potential in-app purchasing options, seeking to optimize the app's value proposition for each user group. However, after a thorough analysis that compared user data, we concluded that investing in this feature would not yield a feasible return on investment. The limited number of subscribers, coupled with the substantial fees imposed by Apple for apps purchased on their platform, presented a significant financial challenge.

We strongly believe that a more viable approach is to educate users arriving from desktop platforms on the value of our app's features, then offer the option of including the app as part of different pricing tiers.

With this shift in focus, our strategy now centers on enhancing the worker experience. We plan to introduce new features that empower workers to conveniently access their paychecks, track overtime, and request paid time off (PTO) directly through the app. This user-centric approach aims to improve user satisfaction and ensure that our app aligns more closely with the diverse needs of our user base.