From blank page to new product
From blank page to new product
How deep research across two very different user groups helped a global app discover what to build next.
How deep research across two very different user groups helped a global app discover what to build next.
Client
Confidential
Services
Discovery
The Guide
Year
Client
Confidential
Services
Discovery
The Guide
Year
Where do you go when everything goes well? How do you grow your user base?
This client wanted to "Expand their horizon", we started by looking into who is currently using the product and how we can help them even better by applying different research techniques. Eventually we build a whole new product, reached new users (and it is currently merged into the main app).
Where do you go when everything goes well? How do you grow your user base?
This client wanted to "Expand their horizon", we started by looking into who is currently using the product and how we can help them even better by applying different research techniques. Eventually we build a whole new product, reached new users (and it is currently merged into the main app).
Challenges
A wide open brief with no defined destination
Two very different user groups with very different needs
Keeping PMs aligned through a long and winding discovery
Making the case to build something that had never existed before
What do you build when millions of people already love what you make?
Our client is a digital app used by millions of people around the world. At that scale, the next move matters. Their question going in was deceptively simple: how do we help our biggest user groups even more? There was no brief. No defined problem to solve. Just a wide open space that needed clarity. That is exactly what The Guide is built for.
Our client is a digital app used by millions of people around the world. At that scale, the next move matters. Their question going in was deceptively simple: how do we help our biggest user groups even more? There was no brief. No defined problem to solve. Just a wide open space that needed clarity. That is exactly what The Guide is built for.
What we did
I worked as an embedded research partner, closely aligned with the product managers throughout the full discovery process. The aim was to stay close enough to the team that research could shape decisions in real time, not arrive on a slide deck three months too late. We ran deep research across two very different user groups. Understanding both, separately and together, was the only way to find where the product could genuinely make a difference. What we found pointed clearly in one direction
I worked as an embedded research partner, closely aligned with the product managers throughout the full discovery process. The aim was to stay close enough to the team that research could shape decisions in real time, not arrive on a slide deck three months too late. We ran deep research across two very different user groups. Understanding both, separately and together, was the only way to find where the product could genuinely make a difference. What we found pointed clearly in one direction
The Insight
One of the user groups was struggling with a daily workflow that existing tools simply were not built for. Our client was. The gap was right there in front of us. Together with the team, we made the call to build something that did not exist yet. A brand new product, born from research. It is live now.
One of the user groups was struggling with a daily workflow that existing tools simply were not built for. Our client was. The gap was right there in front of us. Together with the team, we made the call to build something that did not exist yet. A brand new product, born from research. It is live now.
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Copyright © 2026 Expedition UX
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Copyright © 2026 Expedition UX
EXPEDITION UX
Copyright © 2026 Expedition UX