Google Fi
Fi’s customer base had vastly diversified and our product and marketing teams were struggling to identify new features and effective outreach strategies. My team and I conducted segmentation and personas research to understand the nuances of the Google Fi customer.
How might we better understand and connect with our customers?
Create research driven characters, representing different user types, that bring customers to life using rich details and stories. Leverage these to inspire and guide product teams in understanding users' needs, experiences, behaviors, and goals.
Segmentation Study
Phase 1 was a segmentation study aiming to provide a deep understanding of the various needs, motivations, and key benefits that drove consumers to choose or change their wireless service providers.
The segmentation defined who the best target was, and what inspired them to try, buy, and become loyal members of Google Fi.
Personas
Phase 2 identified a key segment influential in purchase-making decisions. We used this segment to delve into detailed personas. Data collection in this phase included a diary study and behavioral interviews.
My team and I identified several aspects about households and parents who influenced decision-making regarding cellular service.
We used these to inform our product team on what features to include and remove from the app, what retail experiences we needed to lean into, and supported our marketing team in audience identification for future campaigns.
Diary Study
Synthesis from the multi-day diary study helped narrow down our hypotheses about key variables driving wireless decision-making:
family structure
geography
socioeconomic status
net number of devices exsiting in household
number of dependents in household
Qualitative Interviews
Insights from the interviews provided us with rich axes of interest that determined decision-making posture in various family structures - level of tech appetite and level of daily domestic overwhelm.
