Data analysis and Product-Market fit

Genially
Overview

Genially is a Software as a Service (SaaS) with +27M users that need to create interactive and dynamic content for any purpose.

The goal for this project was to validate the value for our users and the P-M-F of the sections that stimulate users on the activation and creation process.

Role Product Manager

User Research | Data Analysis | User testing

June 2023
BACKGROUND

As the Product Manager of one of the Genially’s product development squads with a clear goal to promote both user activation (create one first content after the onboarding) and creation (continue using the product to create more contet), we currently have 3 ways to start creating content:

- From ‘/templates’: canvas designed by our intern Creative team.

- From ‘/inspiration’: canvas designed by our users and shared to the Genially community.

- From scratch: white canvas.

On a previous project the team found some insights at the creation process that could led us to unify the ‘/templates’ and the ‘/inspiration’ section in order to improve both the user experience and our team’s goals to create content.

On other hand, as Genially started to grow there was a clear intention to build a Community of Genially Ambassadors. There was where ‘/inspiration’ was born. We also wanted to check if users shared that vision as a value.

THE FIRST ANALYSIS

I first collected data from Metabase to quantitative measure what we were offering to our users on each section. Then I looked for events at GA4 and Amplitude to get useful user metrics. With all these data we could measure:


The analysis concluded on measuring +151K users in a 4 week period. There was a massive difference between the metrics:

1. The number of canvas available to users in the ‘/inspiration’ section (2.356 canvas) is not significant compared to the ones available in the ‘/templates’ section (2.800 canvas).

2. From the users that do not create content from scratch, a 86% create content from the ‘/templates’ section.

3. The 45% of users that started a creation from ‘/templates’ ended it by publishing the creation. The number of users that published content from ‘/inspiration’ was the 8%.

4. The conversion rate of ‘/templates’ users doubled the ‘/inspiration’ users conversion rate.


This quantitative insights led us to develope qualitative hypothesis that could help us know why ‘/inpiration’ users where not creating, publishing and converting as much as ‘/templates’ users and to clarify if we could unify them.

We proposed all this data, hypothesis and conclusions to our stakeholders in an asyncronous presentation to:

1-> Put them into context.

2-> As a company, is it a trivial issue we want to continue exploring?

3-> As a company, what is the value of differencing both sections?

USER SURVEY

The answer to the stakeholders was clear: appart from the data analysis, we needed to make a deeper qualitative research of the ‘/ìnspiration’ section with 3 clear goals:

1. To know the Product-market fit of the proposal.

2. To understand the value that is has on our happy users.

3. To validate the hypothesis we made from the quantitative analysis.


The Product Designer and I defined an in-app survey for users that were accesing to the ‘/inspiration’ section, with a sample size of 116 users (confidence level: 99% — error range: 12).


GOAL 1: PRODUCT-MARKET FIT

To check if ‘/inspiration’ was achieving a possitive PMF, we leaded the survey to users that had already used the section to know:


GOAL 2: THE VALUE FOR OUR HAPPY USERS

Happy users are the ones that value the section as useful, so they were the ones that could really let us know how they we could improve the creation process so they become Fanatic users of Genially. For this goal we wanted to know:

GOAL 3: VALIDATING OUR HYPOTHESIS

With only those 4 questions we could validate the most significant hypothesis.

CONCLUSIONS OF THE ANALYSIS

This easy and fast analysis led us to clarify many prospects of the sections where users create content via a pre-designed canvas:


With +50% Happy Users and a 88% of users that value ‘/inspiration’ as useful we can validate the Product-Market fit.


Only an 11% of the users value the Community concept of ‘/inspiration’.


Users demand more free canvas to help them create content


Users clearly relate the “inspiration” concept with “templates” while we internally differenciate it


All sectors of users find it hard to find the right canvas that solves their needs

With all this information, we finally:

  • Added to the backlog the issue to unify ‘/templates’ and ‘/inspiration’
  • Added to the backlog the commition to improve the search of templates (enhance the search bar, review the filters we were currently using, suggestions based on the user sector/role, ecc.)
  • Reviewed the purpose of the Genially Community internally