Summary
Client Ask:
InUnision is an online platform designed to help local businesses connect with one another. Traditionally, they have fostered these connections by hosting successful in-person networking events. However, since launching their digital platform, they have not experienced the same level of impact as with their in-person gatherings. The company now seeks to understand why this discrepancy exists and how they can improve the platform’s effectiveness.
My Role:
My role involved qualitative data collection and analysis, conducting interviews with InUnision’s customer base, creating the research plan, and developing the research proposal.
The Team:
Lawler Watkins (Brand Manager)
Brookelyn Shantler (Brand Manager)
The Process
Based on these insights, we recommended transforming the platform into a more engaging, social-media-like environment. This included personalizing member bios to encourage interaction, introducing incentives for online engagement that offered real-world benefits, and expanding the platform to provide valuable business resources, such as legislation insights.
By focusing on these changes, InUnision could better cater to the diverse needs of its members, fostering stronger connections and making the online experience more impactful, ultimately bridging the gap between their in-person events and the digital platform.
In the InUnision project, my role was to lead the research and analysis aimed at understanding why the online platform wasn’t achieving the same success as the company’s in-person networking events. To tackle this, we developed the research plan, conducted interviews with current members, analyzed the online community, and designed surveys to uncover the underlying issues.
Through this research, we found that InUnision’s member base was highly diverse, spanning industries, business stages, and backgrounds. While this diversity is an asset, it also posed challenges in creating common ground for meaningful online connections. Members struggled to engage in discussions that didn’t align with their unique business needs, which led to lower interaction on the platform.
Mock Bio we made to show InUnison
A few members we interviewed