We need better numbers. Or not?
How a contextual inquiry revealed that what users think they need is actually a symptom of another more pressing need
Problem:
Numerous departments possessed a vast assortment of unsorted anecdotal user input from the time before the establishment of UX Research. They needed to understand the main user problems and opportunities, and believed it all had to do with better data.
Conclusion:
The whole journey of user types (personas) was mapped. Besides other important conclusions, the most impactful one was that the best value to be delivered was related to a way to help users create ads, not better data.
Impact:
This research was conducted prior to the AI boom. As a result of this research, Replai embarked on a project in a novel domain where AI would generate combinations of clients’ advertising elements based on user prompts and comprehensive data on the most effective elements. This initiative took place before the emergence of MidJourney.