User centred product development

Reshaping how Chargebee development process

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The Brief

Research

Validation

Product Development

Overview

Qualitative & Quantitative usability testing

Interviews

Segmentation

Personas

Customer Journey

Service Blueprint

#1 The Brief

Background

Chargebee is a Fintech Scaleup that develops a recurring billing management platform. Eager to deeper their relationship with their customers, they have sought to create a multi-product offering. The concept for a tool that allows our customers to optimise their pricing by creating experiments was suggested. I was tasked with being the research lead and providing a user perspective to the project.

Role

Lead Researcher

Challenges

Research at Chargebee had largely been requirements gathering and market sizing - no deep qualitative investigation had been conducted before
I was new to understanding the startup / scale up space

Goals

Develop a new product offering to deepen relationships with our customers

#2 Research

The first task for research was to create a user-centred problem statement. The business centred research question was 'how do merchants optimise and experiment the price of their offering'. The research question was 'how do merchants price their offering'. This was to step away from any solution orientated thinking.

After interviewing over 50 merchants of various roles on the topic of pricing, I developed customer personas and customer journeys that outline how merchants consider and adjust their pricing. Various key pain points were outlined, one being that merchants need to use development resources to change their pricing and update their website. Based on this, the team pivoted to developing a pricing page as an MVP and would move on to experimentation in phase two.

#3 Validation

Design was then brought in to collaborate with product and myself to begin the qualitative tests. We ran two rounds of five qualitative usability testing to get the 'why's behind our design decisions.

After we gathered enough feedback, we moved to quantitative usability testing, to AB test key designs and measure efficiency, effectiveness and satisfaction. We ran this with over 250 participants (125 each product).

#4 Product Development

The product has been an immense success with many of our merchants adopting the tool. My contribution has been praised, receiving recognition from the executive team and helping define how new products should be developed at Chargebee.