Customer Needs Analysis Examples - Two Real Case Studies

What is customer needs analysis? 

A customer needs analysis is a systematic process that gathers data points and insights to understand the needs, preferences, and pain points of customers.

It can involve a lot of different activities, like:

• Customer surveys

• Customer behavior analysis

• User testing and feedback

• User flow analysis

• Market research and competitive analysis

The goal is to find ways to improve your product offering based on what your customers (or potential customers) expect and want.

Related: Here’s our expert guide to conducting a customer needs analysis

Why is customer needs analysis important in mobile app development?

Increased user satisfaction

Users want to use apps that feel like they were designed just for them. Customer needs analysis helps you approximate that feeling for the highest number of users possible.

Personalization

With customer needs analysis, you can create a tailored user experience that meets the specific needs and preferences of your target audience. This personalization leads to higher engagement and retention rates.

Relevant updates and features

According to most studies, approximately 45% of features included in an average software product go unused. Prioritizing customer requirements can help prevent waste.

Two customer need analysis examples

1. How Costa Coffee improved app registration by 15%

Challenge: Improve the app registration process

Costa Coffee had just launched a loyalty program within their mobile app and wanted to increase signups. This was a major focus for the product team because users that did sign up went on to spend 2.7 times more on average.

But there was a problem—about 30% of users were dropping off during the registration process.

Solution: Use UXCam to zoom in on individual customer needs

Costa Coffee’s product team turned to UXCam for insights into why users were struggling with the registration process. The team set up custom events to track all key stages in the registration process and added these events to funnels for a visual overview of how users sign up for the Costa Coffee loyalty program.

Insight: The invalid password flow was too complex

This led to a major breakthrough—about 15% of users were dropping out after entering invalid passwords.

What this signalled to the team was that their invalid password flow was a major source of friction for new users. With this knowledge, the team was able to make some significant changes to the registration process, like simplifying the password requirements and reducing the number of steps required to reset a password.

Result: Increased app registrations

Making simple changes to the user experience can have a significant impact on your app's success. In this case, by simplifying the invalid password flow, the app saw an increase in registrations.

This not only indicates that new users were able to successfully complete the registration process, but also suggests that they found the overall experience more seamless and user-friendly.

2. How JobNimbus boosted user adoption by 25%

Challenge: Poor app experience and low user satisfaction

In 2020, JobNimbus encountered significant challenges with their app. They faced a high churn rate and a disappointing 2.5-star app store rating. The app's design was subpar, lacking a user-centric approach and failing to meet the needs of their users, especially contractors in the roofing and construction industry.

Recognizing that many users were not tech-savvy and still relied on pen and paper, JobNimbus realized the importance of developing a user-friendly solution that delivers value to their customers.

Solution: Rebuilding the app with customer needs in mind

JobNimbus decided to rebuild their app with a focus on understanding their customers' pains and challenges. 

To achieve this, they implemented UXCam, a powerful mobile app analytics tool. With UXCam, they gained valuable insights into user behavior and preferences, allowing them to identify pain points and make informed decisions about improving the app's design and functionality.

Insight: How JobNimbus used UXCam to track app performance

JobNimbus leveraged UXCam's comprehensive mobile app analytics capabilities to track various metrics and make data-driven decisions:

• Identifying OS support: JobNimbus used UXCam's device data to monitor user device models and operating systems (OS). This enabled them to identify users who were still on older iOS versions (e.g., iOS 15) due to using older phones. Armed with this information, they could strategically determine when to cease support for older versions without affecting their user base, thereby reducing development and maintenance costs.

• Tracking adoption rate: By tracking the adoption percentage using UXCam, JobNimbus found that their Kanban Board feature saw rapid adoption within four weeks. This valuable insight enabled them to adjust their product roadmap, prioritize feature enhancements, and save two months of work.

Result: Improved app rating and increased user adoption

After 18 months of dedicated efforts, JobNimbus successfully rebuilt their app using the insights gained from UXCam. The results were highly encouraging:

• App store rating: The app's rating improved from 2.5 stars to an impressive 4.8 stars. This significant increase in user satisfaction positively impacted their app's reputation and credibility.

• User adoption: Within just four weeks, JobNimbus experienced a remarkable jump in user adoption. The adoption rate increased from 0.51% to 25%, indicating that more users were choosing to use the app regularly.

• Retention vs. churn: The app became a top 3 retention reason for users, highlighting its value and importance in their day-to-day operations. Previously, it had been a top 3 churn reason, indicating dissatisfaction.

Conclusion

Customer needs analysis doesn’t need to be complicated. With a tool like UXCam, you have endless ways to analyze customer data for insights into needs, pain points, and behavior. 

By understanding your customers' needs, you can make informed decisions to improve their satisfaction and overall experience with your app.

Get started with a free trial and see what UXCam can do.

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