Case Study

Helping a tech-giant successfully adapt and re-imagine sales and business models to align with changing market dynamics

UST helped a global tech company make a transformational shift from traditional retail sales to subscription-based services for its flagship product in the small and medium enterprise (SME) segment. By mapping product features to customer needs during the trial-to-purchase journey, the engagement drove double-digit revenue growth and bolstered the company’s leadership position in the SME market.

OUR CLIENT

Our client, a global leader in technology, has revolutionized how individuals and organizations interact with the digital world. With a presence spanning every continent, it consistently sets the standard for business and personal computing, supporting millions of users in unlocking their potential through secure and adaptive solutions. Its continual evolution and commitment to sustainability, digital inclusion, and groundbreaking research cements its status as a dominant leader and trusted partner in the digital age.

THE CHALLENGE

Tech company struggled to convert prospects into customers during trial-to-purchase sales journey

Our client struggled with lagging digital subscription sales among small and medium enterprise (SME) customers. The primary issue was the low conversion rate during the trial-to-purchase journey for its flagship product. This challenge to engage SMEs and effectively guide them through the onboarding process hindered the company’s growth in a critical market segment.

The company’s internal teams had misaligned views of what SME users truly needed and how to service those needs. This misalignment, coupled with siloed teams across various departments, led to an inconsistent approach in improving the trial-to-purchase ratio. Efforts to improve customer experiences were fragmented and ineffective without a unified vision.

THE TRANSFORMATION

User-centric focus aligned features with needs while digital tools guided customers through purchase process

The UST Evolve Design team utilized our Design for Happiness (D4H™) methodology to uncover the unarticulated needs of SME users by mapping their personal and business goals. This exercise allowed us to create detailed user personas representing different types of SMEs and align their needs with the features of the flagship product.

Through user-needs mapping, we calibrated the product’s feature set, ensuring it addressed the specific challenges of SME users across the trial-to-purchase continuum. Additionally, we took a customer-centric transformation approach, bringing together disparate multi-functional teams to establish a cohesive strategy to improve customer experience (CX) and customer engagement (CE) and boost migrations to subscription-based services. We also developed short-term and medium-term digital tools designed to guide SMEs through the purchase journey more effectively, ultimately improving sales conversions.

Our solution was unique in its ability to provide user-centric roadmaps, enabling the company to rethink its approach to product marketing and feature development. By bridging internal silos, we empowered the client to see the product from the perspective of SME users and tailor CX and CE efforts accordingly. The new digital tools helped SMEs navigate the product trial with greater ease, leading to a seamless, efficient onboarding experience and dramatically reducing drop-offs in the last mile of the purchase journey.

THE IMPACT

Double-digit revenue growth in SME category

The client can now accurately understand the needs of SME customers from their perspective and can deliver a more personalized, effective onboarding experience. The successful engagement led to double-digit revenue growth in the SME segment for its flagship product, strengthening the company’s market share in this critical category.

To learn more, visit UST Evolve Design.

RESOURCES

https://www.ust.com/en/ust-evolve-design

https://www.ust.com/en/evolve

https://www.ust.com/en/industries/tmt-technology