Purpose Design Co.
The client is a global design agency that supports environmental and women’s causes through innovative design and experiences.
challenge
Client: Purpose Design Co.
Role: UX Researcher
Tools: Respondent, Miro
Duration: April - May 2023
Challenge Brief
Purpose Design Co. needed to identify their target market. My team of three UX researchers was tasked with conducting market research and segmentation to identify specific customer groups.
This research would help the client understand the needs, behaviors, and preferences of their potential customers.
goals
Goals
screener
Tangible Outcomes
Develop a persona, empathy map, and affinity map for each market segment.
Screener Survey
We were provided documentation from the client that outlined six groups of customers that they hoped to target: collaborators, trailblazers, relationship-seekers, innovators, brand builders and strategists. Given the short timeline of our project, my team focused on one group: the innovators.
Working with the client, we identified the ideal user that we wanted to target from the screener survey: uses tech regularly, works on community collaborative projects, and has hired an external design agency.
The survey was uploaded into Respondent and sent to users in the US, Canada and UK.
research
Market Research
Alongside the screener survey, we worked with the client to design a market research survey to send to the users we identified from the survey survey. The thought was to identify a few respondents from this survey to conduct a 1:1 interview and dive deeper on certain questions, like how they chose an external design agency.
deliverables
Deliverables and Takeaways
The work was cut short due to a hard deadline, so my team was only able to create an affinity map and empathy map (embedded below) from the meaningful data we extracted. Differing time zones, miscommunication regarding goals and deliverables and technological issues played a big role in our inability to conclude our research and interview more participants.
