Customer Experience Management: Driving Product Growth through Optimized User Research
UX Research, Aug-Dec 2024. Protected under NDA.
Overview
This project focuses on customer experience management (CXM) for an investment platform, aiming to enhance the experience and loyalty of existing users while leveraging data analysis to improve product decision-making.
As a UX researcher, my primary role was to optimize the research mechanism, shifting from purely functional evaluations to growth-driven insights that directly influence product decisions.
Challenge
Existing loyalty measurement (NPS) was too simplistic to explain user behavior.
The research mechanism focused excessively on functional feedback, failing to diagnose the health of the growth loop.
Lack of in-depth insights into recommendation behavior, brand influence, and user retention risks.
My Contribution
I managed 80% of this project, with my supervisor (UX Research Manager) providing 20% guidance and support. I was:
Redefining the Loyalty Model: Integrated multiple user experience indicators to enhance the accuracy and interpretability of research data.
Optimizing Survey Design: Added key questions to explore recommendation behavior and brand influence.
Driving Strategic Changes: Research findings directly impacted marketing strategies, product development priorities, and growth metrics.
Market Context: The Challenge of Growth Stagnation
The investment platform is still in its early stages, with limited market awareness. As internal and external marketing resources decreased, new user growth stagnated. Relying solely on traditional marketing efforts proved insufficient to establish sustainable growth momentum.
The Strategic Value of CXM
Achieving product growth requires building a healthy user growth loop:
Meeting market needs → Cultivating loyal users → Increasing recommendations and referrals → Strengthening product-market fit (PMF).