Using customer insights to map the future of mobile | WeTransfer

Mobile Discovery

WeTransfer wanted code d’azur to discover and understand the mobile needs of their customer segments and identify mobile-specific value propositions to drive subscription revenue. After identifying the three most impactful ideas, we turned them into high level user flows to bring these concepts to life. With the Red Ocean – Blue Ocean strategy in mind, these three creatives routes are a vision for the future based on real insights.

DiscoveryWe carried out broad primary and secondary research into mobile app usage, trends, and behaviors. This resulted in an extensive Mobile Discovery Research report.

Context MappingWe travelled to, and ran context mapping workshops in: London, New York, Austin & Paris. This data resulted in 8 Opportunity Spaces. Across 4 countries, 26 participants tracked their own behavior to become ‘experts of their own experience’. We ran context mapping workshops in the following locations: London, New York (x2), Austin & Paris. By tapping into their so-called tacit and latent knowledge, we uncovered their deeper motivations We generated and prioritized ideas based on the 8 Opportunity Spaces.

ValidationIdeas and insights were turned into statements and product propositions, for quantitative (310 participants) and qualitative validation (6 creators). Together with WeTransfer stakeholders, we mapped those results against their strategic relevance. This resulted in 3 leading concepts: Community, Universal Airdrop and Dashboard & Ownership.

DesignWe build a vision for the future based on real insights. Some of these can be a north star ambition, some might have small features that could be released in months.

Strategy Recap – Red ocean, Blue ocean

We looked at the WeTransfer product from two time and ambition horizons. Red ocean, intending short term and within the realm of existing competitors. And a long term, Blue ocean approach, which explores potential new positioning.

Ecosystem Recap

We used the as-is ecosystem to identify quick wins that align with the current business objectives.

Community

Building a WeTransfer community platform, bringing creators together to educate and collaborate

WeDrop

Using WeTransfer as a universal ‘WeDrop’ to share files across devices or platforms, to themselves or with others

Dashboard & Ownership

Helping Creators protect, monetize and have ownership over their content, as well as providing them analytics through a personalised dashboard

Impact

In 2023, our primary focus revolves around prioritizing Customer Experience (CX) and generative research, with our clients taking center stage as the main stakeholders. The allocation of budgets underscores the significance of these initiatives. Additionally, internal priorities emphasize mobile as a key channel, recognizing its pivotal role in our strategy. Furthermore, the integration of new design templates into the core product roadmap signals our commitment to innovation and user-centric development.