How to translate user problems into valuable solutions

How do you translate user problems into solutions that truly add value? This masterclass offers a practical approach that starts with properly defining KPIs and ends with validating solutions.

KPI driver trees: from goal to actionable metrics

A common challenge is that organizations fixate on conversion rate as their only metric. But what drivers actually lie behind your main goals? With a KPI driver tree, you break down high-level goals into concrete, actionable metrics.

The methodology works simply: always ask the question 'how is this influenced?' For example: revenue from online channels consists of conversion rate × number of visitors × average order value. You can further break down each of these drivers until you reach metrics you can directly influence.

From customer problems to opportunities

Once your metrics are clear, you can map user problems using customer journey mapping. The opportunity solution tree helps you link customer problems to your desired outcomes. Netflix, for example, uses 'increase minutes watched' as their main metric, with opportunities like 'I can't find anything to watch' underneath.

Research methods that work

To uncover customer problems, you combine qualitative and quantitative methods. Process mining shows which page paths are frequently visited and where users get stuck in loops. Heatmaps provide insights into click behavior and attention areas. User recordings show where users get stuck in your flow.

Why benchmarking is essential

A crucial insight: customers don't orient themselves on one website, but compare multiple options. If you only look at your own funnel, you miss why people buy from competitors. CX benchmarking against competitors helps you discover these blind spots and improve your customer experience.

This systematic approach ensures you implement improvements that actually contribute to your business strategy and deliver measurable results.