No product-market fit? Here’s 7 steps of how I pivoted a failed app to new product

3 words: UX Research. The key is UX research.

TL;DR

  1. What to do if a product doesn’t have product-market fit 😥
  2. How to do UX research for product pivoting 🧠

So… no one is using your product.

Image from Failory: Startup Failure Rate: How Many Startups Fail and Why?

What should I do if no Product-Market fit?

An ugly flowchart I made with Figjam

Problem-oriented UX research

User behaviour-oriented UX research

No. It’s not about scrapping the current idea.

For Savvy, I chose the wrong way.

Full story of Savvy’s pivot UX research

Step 1: Define a goal and a Key research question

‘How to help people actually read their bookmarks?’.

Screenshot from my notion documentation
  1. First, user see a resource 👀
  2. Second, user save the resource 🔖
  3. Finally, user finish the resource ✅ or end up not reading the resource 📚
  1. In what context, do people save a resource? 🎛️
  2. What nudge users to finish the resource? 👐
  3. What stop users from finishing the resource? 🚫
  1. Amplify the nudge factors during people’s bookmarking process ⬆️
  2. Minimise the stop factors during people’s bookmarking process ⬇️

Step 2: Methodologies

Screenshot from my notion documentation

Step 3: Execute the plan — group brainstorming

Photo capturing the workshop 1 (group brainstorming)
Photo capturing the workshop 1 (group brainstorming)

Step 4: Writing interview questions

Screenshot from my notion documentation

Step 5: The interview

Step 6: Data exploration workshop

Photo before affinity mapping
After affinity mapping

Step 7: Redefine the value proposition

‘The bookmark manager made for tech people.’

Sum-up

  1. Determine your UX research approach
  2. Define a key research question
  3. Internal brainstorming
  4. User interview
  5. Data exploration
  6. Confirm new value proposition (pivot!)

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