Product Strategy

Case Study: PRIORITIZING ACCOUNTS RECEIVABLE FEATURE ROADMAP

• The Problem: The Accounts Receivable product at BILL had a limited investment and a long roadmap. They needed help strategizing which features would be most meaningful to target customers to increase engagement.

• Why does this matter? Increased engagement with the Accounts Receivable (AR) product increases total payment volume (TPV) coming through the BILL tool, increasing company revenue.

• Mixed Methods Approach: 

  • Interviews - interviews with 5 customers to gain initial understanding of reaction to specific features, help to narrow down the list of features for the survey

  • Survey - MaxDiff method to prioritize 17 features, surveyed 224 customers from a variety of industries, segments

• Insights: 

  • Using TURF Analysis, I identified a combination of 11 features that, if developed, could reach up to 90% of the target customer base (see image above).

• Impact:

  • Following the prioritization of the feature roadmap and implementing feature changes aligned with research recommendations, AR engagement saw a 20%+ increase in engagement.

Case Study: UNDERSTANDING NEEDS OF HIGH SPENDER SEGMENT