Need:

A team was interested in growing the revenue of an ad product with small and micro-businesses of a country in the Global South, however, adoption was slower than originally estimated. The team also identified that small and micro-businesses tended to begin the ad creation journey and many times churn before even being able to publish an ad.

The team needed to understand the main challenges small/micro businesses had during the ad creation phase and their main drivers for churn.

Solution:

I conducted a longitudinal qualitative study to follow small and medium businesses through the entire process of ad creation to identify awareness of product, perceptions of the value proposition, pain points during the ad creation flow, and challenges with the ad outcomes leading to rapid churn.

The study included interviews at the beginning and end of the study and a 2 week long diary study with 24 participants from 3 advertiser cohorts:

• 8 Churned Advertisers
• 8 Advertisers using other ad products
• 8 Non-advertisers

Results:

I landed the insights using stories of the advertisers’ experience and their pain-points. I brought the stories to life with compelling quotes, videos, and screenshots. I also visualized the ad creation flow experience through a user journey that highlighted key opportunities for product improvements. The team adopted the recommendations on what to prioritize and deprioritize on the product roadmap.