Identifying Best Market-Fit User Segments to Drive All-in-One Adoption
Identifying Best Market-Fit User Segments to Drive All-in-One Adoption
Problem
Workforce.com needed to align teams around an all-in-one product vision and identify the best target segments to focus on.
my role
Lead Researcher, Facilitator — responsible for cross-team workshops, discovery research, and synthesizing insights to guide product strategy.
timeline
January – March 2024
project goals
Identify one or more best-fit target segments for the all-in-one product. Drive alignment across sales, marketing, customer success, and product teams.
constraints
Limited time for workshops and research; balancing competing stakeholder preferences; organizational readiness for cross-team collaboration.
primary outcome
Confirmed Segment B (role-based) and intersections with Segment A (industry-based) as the strategic focus for the all-in-one product.
Problem
Workforce.com needed to align teams around an all-in-one product vision and identify the best target segments to focus on.
my role
Lead Researcher, Facilitator — responsible for cross-team workshops, discovery research, and synthesizing insights to guide product strategy.
timeline
January – March 2024
project goals
Identify one or more best-fit target segments for the all-in-one product. Drive alignment across sales, marketing, customer success, and product teams.
constraints
Limited time for workshops and research; balancing competing stakeholder preferences; organizational readiness for cross-team collaboration.
primary outcome
Confirmed Segment B (role-based) and intersections with Segment A (industry-based) as the strategic focus for the all-in-one product.
How I Approached This
Research & Design Process
How I Approached This
Research & Design Process
01
Business Canvas Workshops
Conducted three workshops with nine participants across sales, marketing, customer success, and product teams. Used a customized business canvas to map segment impact, risks, and internal support needs.
lens used
Organizational readiness and business impact
intent
Identify high-potential segments and align cross-functional teams on priorities
KEY QUESTION
Which target segments provide the optimal balance of revenue potential and ease of adoption?
outcome
Segment A offered high revenue but high risk; Segment B offered moderate gains with low risk. Teams were split in preference, requiring further research.
01
Business Canvas Workshops
Conducted three workshops with nine participants across sales, marketing, customer success, and product teams. Used a customized business canvas to map segment impact, risks, and internal support needs.
lens used
Organizational readiness and business impact
intent
Identify high-potential segments and align cross-functional teams on priorities
KEY QUESTION
Which target segments provide the optimal balance of revenue potential and ease of adoption?
outcome
Segment A offered high revenue but high risk; Segment B offered moderate gains with low risk. Teams were split in preference, requiring further research.
02
Discovery Research
Conducted research to validate segment assumptions.
02
Discovery Research
Conducted research to validate segment assumptions.
03
Testing Segment A Hypothesis
Evaluated Segment A’s interest in an all-in-one product via a structured survey to validate leadership assumptions.
03
Testing Segment A Hypothesis
Evaluated Segment A’s interest in an all-in-one product via a structured survey to validate leadership assumptions.
Key Decisions
Solution & Reasoning
Key Decisions
Solution & Reasoning
decision made
Target Segment B + Segment A Intersection
decision made
Ship a Standardized Payroll Summary Report
decision made
Market All-in-One Using Feature Bundles
decision made
Ship a Standardized Payroll Summary Report
My Results
Outcomes & Impacts
My Results
Outcomes & Impacts
Market Validation
Defined Market Fit
Segment B, along with the Segment A–B overlap, provides a tangible target for roadmap and feature prioritization.
Market Validation
Defined Market Fit
Segment B, along with the Segment A–B overlap, provides a tangible target for roadmap and feature prioritization.
Strategic Target Segment Identified
Product Vision
Focused product strategy on users with the highest alignment to an all-in-one offering.
Strategic Target Segment Identified
Product Vision
Focused product strategy on users with the highest alignment to an all-in-one offering.
Stakeholder Alignment Achieved
9 Vision Owners
Workshops facilitated shared understanding of segment impact and internal needs across multiple departments.
Stakeholder Alignment Achieved
9 Vision Owners
Workshops facilitated shared understanding of segment impact and internal needs across multiple departments.
UX Researcher & Designer
2026 Designed by Emma Blackwell. All rights reserved.
2026 Designed by Emma Blackwell. All rights reserved.