→ Qualitative user interviews
→ Unpacking frameworks
→ User journeys
→ User testing
Alongside defining the ideal candidates to interview, we designed an interview guide together with the client to ensure we asked the right questions.
The research goal was to understand:
→ the positive and negative perceptions of leasing a car with
an all-in-one offer.
→ how to design discount offerings that might counteract some of the negative aspects, so that people would consider their service.
During the interviews, the questions aimed to uncover what the candidate’s openness towards an all-in-one leasing package is, as well as assess the attractiveness of various potential employee benefits in the form of discounts or free products and services.
Besides semi-structured open-ended questions, the research also included an AB testing section, in which a series of discount visuals designed together with the client, has been presented to the interviewee. For instance, how an inclusion of a complete annual insurance was perceived compared to discount on the monthly leasing rate for the duration of the contract.
After running the interviews, it was time to analyse the data. Drawing from the collected insights we created various archetypes with specific needs, preferences and pain points. We were also able to derive actionable recommendations on the offering attractiveness by outlining how certain archetypes would react to different discounts in the form of employee benefits. From here it was time to present the findings in a clear documentation.
Leo Chevailler, Co-founder & COO-CMO, GOWAGO
Thanks to the findings from the qualitative research conducted, the GOWAGO team was able to make strategic choices about how to best set up a potential employee benefits program. Additionally, GOWAGO utilised many other user insights to improve their products and service in a customer-centric manner.