Interviewing users to discover the company's perceived value
To ensure the product and services aligned with user needs, Torre launched a value-testing initiative. I conducted 30 in-depth interviews, analyzed the findings, and identified key areas for value perception and improvement. This effort resulted in 31 new initiatives added to our product roadmap, 10 user testimonials collected, and 12 user personas created — all aimed at ensuring the product supports users in achieving their job-to-be-done.
Company:
Torre
Role:
UX Researcher
Tools:
Notion, Zoom
Context
Torre is an AI-powered platform designed to connect job seekers with opportunities and help talent seekers find ideal candidates. By analyzing thousands of data points and leveraging its proprietary algorithm, Torre tailors matches based on skills, preferences, and roles.
To continue delivering value and improving user satisfaction, the company needed to evaluate how well its product and services aligned with their users’ needs and their specific jobs to be done.
Problem
Like many startups, Torre was in a constant cycle of iteration to achieve product-market fit. A key component of this process is understanding user needs and pain points through research.
While Torre had begun leveraging the job-to-be-done (JTBD) framework, famously coined by Clayton Christensen, its research efforts lacked the consistency and strategic approach needed to generate actionable insights.
Solution
To address the challenge, we leveraged the newly developed UX research guidelines (see related project) to conduct comprehensive value-testing interviews. Together with the team, we segmented users based on their type and stage in the conversion funnel, ensuring a specific understanding of their needs and perceptions.
The research aimed to evaluate Torre’s perceived value across four dimensions: functional, monetary, social, and psychological. Outputs included user personas, a prioritized list of actionable items, and user testimonials.
User segments considered:
By type of service: Paid vs. free users.
By conversion funnel stage: Newly aware, newly acquired, activated, and retained users.
Special segments: High-volume talent seekers filling rotational or evergreen roles.
This segmentation allowed us to capture diverse perspectives and identify key opportunities to enhance Torre's platform and service.
Key takeaways
30 users across different stages interviewed, resulting in 10 testimonials.
12 user personas created to reflect diverse user needs and behaviors.
Identified segments and user types perceiving value, as well as those that weren’t.
31 initiatives added to the product roadmap to improve user value perception.