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.
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.
Being a double sided market, Torre has two types of users: job seekers and talent seekers. I was in charge of doing the research for the talent seeker side.
Like many startups, Torre was in a constant cycle of iteration to achieve product-market fit using the job-to-be framework (read more in this blog post by bubble.io).
A key component of this process is understanding user functional and emotional needs and pain points through research.
However, Torre's research efforts lacked the consistency, organized and strategic approach needed to generate actionable insights.
To address the challenge, we leveraged the newly developed UX research guidelines to conduct comprehensive value-testing interviews for each user segment.
Together with the team, we segmented users considering their type of service, their stage in the conversion funnel, and other special segments. 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. The output was a report per type of service and funnel stage regarding value perception, including user personas, a prioritized list of actionable items to improve the platform, and user testimonials.
An extensive report was done per user segment, in which I detailed the following findings…
Results for each type of value perceived (functional, monetary, social, psychological).
Competition use analysis - Which other tools did the users used.
User personas based on the NPS responses (promoters, meh, and detractors).
Suggestions and proposed next steps.
Bugs found (if any).
Overall, across all the user segments I…
Interviewed 30 users across different stages, and got 10 testimonials to be used on our website.
Created 12 user personas to reflect diverse user needs and behaviors.
Proposed 31 ideas to be added to the product roadmap.
And personally I learned…
That getting testers is probably the hardest part of the process, so plan ahead of time and always ask for referrals to keep the testers coming.
To always remind the tester the length of the interview, to avoid stalling or rushing.
To not worry about taking notes right away and focus on the interview, to avoid missing insights or following up with questions that might lead to them.
