Leaders at WP Engine wanted to explore new software products to differentiate themselves in the marketplace and surface their data in useful ways for hosting customers.
After creating a HTML prototype and loading real data into the system, I performed a hybrid of user validation tests and user interviews with dozens of large publishers and brands-as-publishers to determine what features would constitute a successful MVP product to market.
Affinity diagramming the insights gave us a solid user-validated roadmap for product development and we further user tested updated wireframes. The development team then used these wireframes to begin production.
Detailed designs were compiled into a demo video, which was used to interview users about pricing and packaging models for the new feature and also as a sales and demo tool for conferences and new business development.
Content Performance is slated to increase MRR by 16% year-over-year as an addition to top-tier hosting plans for a variety of large publishers and brands-as-publishers.