User research for MVP definition
LIVD - An employees benefits app
Scope:
Lived was an early stage startup who wanted to build an employee benefits app. We explored how people use rewards and corporate perks by reviewing existing apps and talking directly to potential users. Through 1:1 interviews, we uncovered key themes that shaped the MVP of the product.
My role:
I conducted 1:1 user interviews, contributed to affinity mapping, and collaborated with the team to shape insights into early MVP feature ideas.
Industry
Wellbeing
Team
Lead designer, Me, PM, CEO
Timeline
2 months
Website
Industry
Wellbeing
Team
Lead designer, Me, PM, CEO
Timeline
2 months
Website
We wanted to find out what users expect from a benefits application
Our goal in research was to understand users' mental models and expectations when it comes to benefits provided by their employer.
Some of the questions asked from participants:
Do you get any benefits from your employer?
Does your employer have any employee recognition programs?
Is there a different way you'd like to get recognized?
Have you ever used rewards or points on an app like Aeroplan?
What has your experience been like?
What type of benefits would you like to use your points on?
What would make the worst possible app that you'd never use?
Some quotes from interviewees
Some quotes from interviewees
Some of the questions asked from participants:
Do you get any benefits from your employer?
Does your employer have any employee recognition programs?
Is there a different way you'd like to get recognized?
Have you ever used rewards or points on an app like Aeroplan?
What has your experience been like?
What type of benefits would you like to use your points on?
What would make the worst possible app that you'd never use?
Some quotes from interviewees
Analyzing interviews resulted in the discovery of 4 themes
We used affinity mapping to synthesize information from the interviews. We came together in Figjam and synthesized the data and came up with the themes.
Affinity mapping and creating themes
Affinity mapping and creating themes
Affinity mapping and creating themes
Themes generated from interviews
Themes generated from interviews
Make it relevant to ME
Users want to see offers that are personalized to their interests and lifestyles.
Make it relevant to ME
Users want to see offers that are personalized to their interests and lifestyles.
Make it relevant to ME
Users want to see offers that are personalized to their interests and lifestyles.
Make it worth my while
Users want offers to be clear and the process to be worth their time
Make it worth my while
Users want offers to be clear and the process to be worth their time
Make it worth my while
Users want offers to be clear and the process to be worth their time
It's about gifting and receiving
Users feel seen when they receive gifts or get a token of thanks from their employers.
It's about gifting and receiving
Users feel seen when they receive gifts or get a token of thanks from their employers.
It's about gifting and receiving
Users feel seen when they receive gifts or get a token of thanks from their employers.
A reason to seek out offers
Users want to see their progress and have the possibility to receive extra points.
A reason to seek out offers
Users want to see their progress and have the possibility to receive extra points.
A reason to seek out offers
Users want to see their progress and have the possibility to receive extra points.
MVP features were defined through a team brainstorming session and prioritized.
This method helped us clearly define what the app Must have, Should have, Could have, and Won’t have at launch. It aligned the team around user value vs. effort, ensuring the MVP focused on core needs like a simple points redemption flow and having relevant offers—while deferring lower-priority features like gamification.
SHOULD HAVE
Receiving additional points based on manager discretion
COULD HAVE
Topping off points with credit card when not enough
WONT HAVE
Employees to recognize eachother with points
Gamification
Conclusion and reflections
Early user research gave us the clarity we needed to design a focused, useful MVP. By speaking directly with potential users and prioritizing based on real needs, we avoided overbuilding and aligned the team around features that truly mattered.
Next, we translated those insights into design, built the MVP, and launched the first version of the app.
Opportunity: How might we reduce cart drop offs
We wanted to find out what users expect from a benefits application
We wanted to find out what users expect from a benefits application
Observing user behavior showed us a common pattern:
Shoppers adding all their “maybe” options to the cart, then navigating back and forth between the cart and product pages to compare, delete, and rethink.
This back and forth created friction for users and led to high drop offs from the flow.
So we asked: how might we support decision-making earlier, without disrupting the shopping flow?
Our goal in research was to understand users' mental models and expectations when it comes to benefits provided by their employer.
Our goal in research was to understand users' mental models and expectations when it comes to benefits provided by their employer.
Heatmap of the old cart showing a high number of users going back to the shopping journey
Streamlining the checkout experience
User research for MVP definition
User research for MVP definition
Reducing abandonment rates by 20%
LIVD - An employees benefits app
LIVD - An employees benefits app
MVP features were defined through a team brainstorming session and prioritized.
This method helped us clearly define what the app Must have, Should have, Could have, and Won’t have at launch. It aligned the team around user value vs. effort, ensuring the MVP focused on core needs like a simple points redemption flow and having relevant offers—while deferring lower-priority features like gamification.
MUST HAVE (MVP)
SHOULD HAVE
Receiving additional points based on manager discretion
COULD HAVE
Topping off points with credit card when not enough
WONT HAVE
Gamification
Employees to recognize eachother with points
Conclusion and reflections
Early user research gave us the clarity we needed to design a focused, useful MVP. By speaking directly with potential users and prioritizing based on real needs, we avoided overbuilding and aligned the team around features that truly mattered.
Next, we translated those insights into design, built the MVP, and launched the first version of the app.
Conclusion and reflections
Early user research gave us the clarity we needed to design a focused, useful MVP. By speaking directly with potential users and prioritizing based on real needs, we avoided overbuilding and aligned the team around features that truly mattered.
Next, we translated those insights into design, built the MVP, and launched the first version of the app.
MVP features were defined through a team brainstorming session and prioritized.
This method helped us clearly define what the app Must have, Should have, Could have, and Won’t have at launch. It aligned the team around user value vs. effort, ensuring the MVP focused on core needs like a simple points redemption flow and having relevant offers—while deferring lower-priority features like gamification.