To truly understand what users would find most valuable, we called upon previous development experience. We analyzed how our previous product was used and left only the features that were utilized by 80% of the users. These features include:
These features/products vary widely. They address different pains and have different users. We don’t want to guess which of the features is most important to users.
Four years of operation demonstrated the patterns in product usage, and some unexpected key patterns were uncovered during that time. We believed that automation of marketing operations would be the main usage pattern. In fact, it turned out that the key pattern was the usage of our program as a reliable source of truth across organization.
Let’s discuss all components of this usage pattern.
In this usage pattern, our program showed both positive and negative factors.
The most important need that our previous product was able to address for its clients is was to glue together data from numerous sources, so that it became possible to calculate ad campaign ROI at the most granular level.
The program combined data for costs and spends with forecasts by clients’ data scientists and delivered actionable figures.
By accomplishing these previously unmet needs, our previous product was able to bring success to our users. We used what we learned in this application to build an even more robust and unique solution with Conduit.