When Financeit acquired Centah (a lead management system for large enterprises in the Home Improvement space), it was clear that the system was in dire need of a refresh.
With planning and development already underway, the rebuild team needed to gain a broad understanding of the current product challenges, and an overview of the user needs of a diverse customer base in order to identify usage patterns, pain points, and unmet needs/opportunities.
This extensive generative work needed to cover a lot of ground, exploring as many topics as possible, knowing that deeper dives on specific tasks and features would come later as the project progressed.
Research activities included Stakeholder Workshops, Contextual In-Field Observations, Task Analyses, User Interviews, User Testing and Surveys.