Helping a global logistics company identify the right audience for a new digital shipping service
The Challenge
A Fortune 100 freight and logistics company was preparing to launch a new digital shipping service across web and mobile platforms. With research showing 88% of users are less likely to return after a poor experience, the stakes for getting the launch right were high.
Before bringing the product to market, the team needed to identify who the service should serve and how well the early concept met customer needs. Without clarity on the right target audience and product-market fit, they risked investing in features that wouldn't drive adoption or serve the wrong customer segments entirely.
AnswerLab’s Approach
AnswerLab designed a two-phase mixed-methods research program to identify the target audience and refine the product experience before launch.
Quantitative survey to identify customer segments
We began with a large-scale online survey to profile potential customers and understand their current shipping behaviors. The survey helped identify key customer segments, common use cases, and pain points with existing shipping solutions. This phase provided a clear view of where the new service could deliver the most value.
In-depth interviews to understand needs and test the prototype
After identifying key segments, we conducted qualitative interviews with target users in a lab setting. These sessions explored the motivations and behaviors behind survey responses while gathering reactions to an early prototype of the service. This deeper exploration helped the team understand why certain features resonated and where the experience needed improvement.
Key Insights & Results
Clear target customer segments emerged
The survey identified the user groups would benefit most from the service and how they approached shipping tasks with current solutions.
Unmet needs in existing shipping solutions
Participants shared frustrations with current shipping options, highlighting opportunities for a simpler and faster digital experience.
Product features needed to support speed and simplicity
Prototype testing highlighted which features would make shipping easier across desktop and mobile, helping the team prioritize development resources.
The physical experience also influenced digital engagement
Research revealed that customer experiences at brick-and-mortar locations shaped how users perceived and interacted with the brand’s digital services.
Business Impact
De-risked product launch
Validated product direction and identified the right target audience before market entry, reducing the risk of launching to the wrong customers.
Focused product roadmap
Prioritized features that would drive adoption based on actual customer needs rather than assumptions, optimizing development investment.
Informed go-to-market strategy
Research shaped both product features and marketing communications, providing a clear path to reach and convert the right customer segments.
Connected digital and physical strategy
Insights revealed how in-person experiences affected digital engagement, informing a more holistic customer experience approach.
