SELECTED PORTFOLIO
This project illustrates how research-driven strategy helps product leaders and founders make informed, confident decisions that fuel sustainable growth.
By grounding product and go-to-market strategy in user research, the Good Inside team prioritized the right investments.
Meeting overwhelmed parents where they are
The Challenge
Leading parenting platform Good Inside needed a clearer understanding of its audience to make informed product and content decisions. The team was actively investing in new features and platform extensions and had an opportunity to strengthen their impact by incorporating a data-driven foundation to align efforts with real user needs.
Additionally, they faced a critical go-to-market decision for a major platform extension and needed to determine whether it would resonate with their audience—or risk damaging user trust. Without clear insights, they faced the challenge of ensuring resources were effectively allocated and that the product aligned with actual user needs, helping to maintain strong engagement and trust.
To make the right strategic decisions, they required deeper insights into user behavior, preferences, and expectations. A research-driven approach was necessary to reduce uncertainty and maximize the impact of their investments.
Our Approach
Through our Research-Driven Strategy service, we conducted an in-depth study to develop personas that captured the diverse experiences of parents using the platform. Using a mix of surveys, interviews, and ethnographic research, we identified key parenting styles, life stages, and wellbeing levels—factors that shaped content preferences, engagement patterns, and product expectations. These insights directly informed Good Inside’s mobile content strategy and feature development, ensuring more relevant offerings.
In a second engagement, we extended this research to evaluate a major platform extension, conducting concept testing to assess user demand, trust signals, and risks. Our findings revealed that the feature did not yet meet key success criteria, allowing us to refine it and ensure a stronger, more user-aligned experience. Instead, Good Inside redirected resources toward initiatives with stronger product-market fit, ensuring a more strategic allocation of effort.
This partnership demonstrates how embedded research can empower established companies to move beyond guesswork, aligning product investments with what truly matters to their users.
With a deeper understanding of its users, the company was able to refine its onboarding experience, improve accessibility, and launch features that meaningfully enhanced engagement. The result was a stronger, more user-focused modding community and a platform that could scale with confidence. This partnership demonstrates how embedded research can empower established companies to move beyond guesswork, aligning product investments with what truly matters to their users.
Scaling a thriving gaming community
The Challenge
A leading modding platform was growing rapidly but needed a deeper understanding of its diverse user base to make confident product decisions. The team was investing in new features and improvements but lacked a structured way to validate what would drive the most impact. Without ongoing user insights, there was a risk of building for assumptions rather than real needs.
To avoid wasted effort, they required a research-backed approach to prioritize features that would truly enhance user engagement. Understanding what motivated different types of users—whether casual players, power modders, or mod creators—was essential for ensuring the platform evolved in a way that met the needs of its growing community. A structured research partnership would provide clarity and confidence in decision-making, ensuring that product investments delivered the highest value.
Our Approach
Through our Embedded Research Partnership, we became an extension of the product team, conducting a series of strategic studies over the course of a year to inform both immediate optimizations and long-term growth. We began by developing in-depth user personas through interviews and surveys, helping the team understand core motivations, friction points, and areas of opportunity. From there, we assessed the onboarding experience through usability testing and journey mapping, identifying key barriers to adoption and delivering recommendations that made the platform more intuitive and accessible for new users.
As the platform evolved, we worked closely with the team to validate new features through concept testing, ensuring every addition aligned with user needs and contributed to a more engaging experience. By embedding research into their product development process, we provided ongoing, data-driven insights that shaped key decisions and helped refine the user experience at every stage.
This project exemplifies how early-stage research de-risks product development and ensures that startups and growth-stage companies invest in the right features from the get go.
Our findings shaped the core product experience, directly influencing the development of AI-driven personalization and real-time feedback mechanisms. By ensuring the tool adapted to each child's learning needs while remaining engaging and easy to use, we helped the company create a product that was both effective and widely adopted. With a strong research foundation in place, the team was able to move forward with confidence, aligning their product strategy with real-world user needs and setting the stage for long-term growth.
Centring kids’ needs to bring AI to the classroom
Our Approach
Through our Product Foundations research service, we worked closely with the company to uncover the behaviours, challenges, and motivations of their key users. Conducting interviews and usability testing with children, parents, and teachers, we identified how young learners interact with digital reading tools, what keeps them engaged, and the types of support that drive real literacy improvement. The research revealed the critical role of adaptive learning pathways, interactive content, and an intuitive interface that could accommodate varying levels of literacy and tech familiarity.
The Challenge
A fast-growing edtech company needed to build a digital literacy tool that effectively supported young learners while being intuitive for both children and educators. The team had ambitious plans for AI-driven personalization but lacked a clear understanding of how young readers engage with digital tools, what motivates them to learn, and how educators could seamlessly integrate the product into their classrooms. Without foundational research, they risked building a solution that didn’t align with real user needs.
