Case studies showing how research reframed problems and shaped decisions.
Due to data protection and confidentiality agreements, only part of the information from each project can be shared.
Focused studies03 projects
Rijk Zwaan · 2025 · Focused study
Uncovering growers' latent needs to understand why the current app is not being adopted
Uncovering growers' latent needs to understand why the current app is not being adopted
Context
The client had launched an app for growers, but it wasn't being adopted. Once the team realised the product wasn't landing, they brought me in to find out why. I travelled to Almería to understand growers on their farms and uncover the needs behind the low adoption.
Research goals
- Evaluate the app's value proposition
- Understand growers' problems and needs regarding cultivation
- Understand growers' considerations when investing in agro-technology
Methods
- Competitor analysis
- 8 stakeholder interviews
- 3 technical advisor interviews
- 14 on-site grower interviews
- Analysis & synthesis
Outcomes
- Set of insights
- 3 grower archetypes
- Current app evaluation
- Strategic direction
Value delivered
- A deep understanding of growers' concerns and needs, gathered on their own farms
- The app's value proposition evaluated with the people it was built for
- A clear view of what makes growers invest in agro-technology
- A research-informed product direction the team could act on
EV Charging Company · 2024 · Focused study
Understanding the habits and priorities of EV charger installers
Understanding the habits and priorities of EV charger installers
Context
Interviews and prototype testing with 8 EVSE installers in order to design a better installation process, so that installers would prefer to use, and therefore recommend, the company's chargers over the competition's.
Research goals
- Understand installers' priorities when installing an EV charger, so they would recommend the company's charger
- Validate the current prototype
Methods
- 8 on-site installer interviews
- Prototype testing
- Design recommendations
Outcomes
- 2 installer archetypes
- Set of insights
- Prototype evaluation
- Design principles
Value delivered
- A clear view of installers' priorities, so the design team could focus on what really adds value
- Research-informed design principles to guide the next iterations
- Evidence on what to keep and what to change in the current prototype before further development
LegalTech Startup · Focused study
Finding who a LegalTech Startup should really serve
Finding who a LegalTech Startup should really serve
Context
A startup backed by a large legal-services firm wanted to move from B2B to B2C with online, fixed-price legal support, but its target group was too broad. Interviews with freelancers uncovered how vulnerable they feel in conflicts with larger companies, and redefined who the service should serve.
Research goals
- Understand how people decide whether to take legal action
- Find the group that would benefit most from the service
- Learn which tone and message would earn their trust
Methods
- 10 exploratory interviews
- 12 target interviews
- Claim testing
- Synthesis
Outcomes
- Customer profile
- Decision-making journey
- Positioning
- Launch roadmap
Value delivered
- A focused target group: young independent professionals, the people with the most to gain
- A clear positioning between insurance and law firms: flexible and certain at the same time
- A tone of voice validated with the target group through claim testing