“How can we identify our highest-value customers & their top unmet needs, and then tailor an extraordinary experience for them?”

I presented Edmunds with this challenge in the fall of 2013.  At that time, we did not know who our best customers were, how they shopped for a car, why they visited Edmunds.com or used our products.  I initiated a 6-month project to answer this question, leading teams that spanned research, marketing, business analytics, product and design.

Through this work, we discovered a customer segment that comprised less than 3% of total traffic but accounted for over half our revenue.  We then built a product to solve their greatest unmet need.  We called it the “Magic Page” because it delighted our shoppers while converting at an unbelievably high rate. Combining price alerts, personalized content and multiple “calls to action”, this design produced the best customer engagement of any product we had ever created.

Want to learn more about how targeted & high quality research can lead to the design of profitable products and great user experiences? Contact me and I’ll be happy to help.