Emil Frey Group — Digital products for Europe’s largest automotive trade business
We helped Emil Frey to revolutionize the vehicle purchase, owning, and selling experience
Semrush — Digital marketing analytics
In a yearlong partnership, we are helping Semrush discover new features, validate hypotheses and uncover user insights
Semrush turned to us to expand their research capacity and leverage our expertise in conducting in-depth qualitative analysis of their audience segments and improving user experience of their toolkits through usability testing service.
Through a series of extensive interviews with their actual customers, Semrush gained a deep understanding of their customers’ needs, use cases, challenges and jobs they need to perform.
Ever since the partnership began in 2021, this process has enabled Semrush to deeply understand how their customers engage with their product, allowing them to customize the product to meet those distinct needs more effectively.
Buyer Insights
We talked with digital marketers across various industries and geographies to discover their buyer’s needs and behavior in a stage when they’re considering a solution like Semrush.
Hypothesis Validation & Usability Testing
By engaging in targeted conversations with actual users and closely observing their task performance, we successfully verified hypotheses and pinpointed avenues for enhancing user experience.
Identifying Audience Segments
We conducted interviews with Semrush existing users to gain a deep understanding of what are their needs, tasks and jobs (use cases) when using Semrush. These insights led us to define 3 audience segments.
.Trends Toolkit Job Maps
Job maps showed chronological order of steps that users perform, and needs they have while working on some of the identified use cases. Primarily used in product design.
Semrush Buyer Insights
During the interviews customers openly discussed the details of their purchase process revealing what were their motivators, decision criteria and perceived barriers. All these insights were used to refine product positioning and communication on the website.
Analysis by Category added in Market Explorer
Analysis of customer behavior when using Market Explorer revealed the need to find and analyze competitors by category. Now users are able to select the industry they are interested in.
QUOTE
“We succeeded in creating a new segmentation approach that we plan to use in our long-term strategic activities (both product and marketing). We also identified product opportunities that might be implemented as new products after the validation. Everything was smooth and fast, the process was 100% effective.”