Objective
To identify a unique selling proposition (USP) that will set our app apart from competitors and provide a compelling reason for customers to choose our service. By gaining a deep understanding of the needs, pain points, behaviors, and preferences of potential customers.
Key Research Outcomes
Identify USP via customer needs
We want to understand our users' current remittance behaviors, why they choose specific services, what they value the most, and their frustrations. We also want to know their spending habits back home and how they spend abroad as well.
Define user segments
We want to pinpoint different types of users (e.g., frequent vs. occasional senders, tech-savvy vs. traditional users) to create user personas that will guide our product development.
Understand our current competition
Discover what makes current solutions inadequate, where they succeed, and how our product can stand out in terms of speed, cost, ease of use, and trust.
Target Audience
Primary users: Nigerian diaspora living in the UK who send money back home (to Nigeria)
Secondary: Family members and recipients in Nigeria
Tertiary: Nigerians who aspire to leave the country
Diverse income levels, different levels of literacy.
Key Questions
Please see this discussion guide.
Timeline
Deliverables
Competitive analysis report
Interview scripts
Interview snapshots
Personas
Customer empathy maps
Customer experience maps
Opportunity-solution trees
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