It can be tricky to conduct user research for B2B products as it is hard to get participants.
At Sage, I had the idea of using our booth at the industry event Accountex and to help engage potential research participants, we set up a paper prototyping activity where customers and prospects could tell us what they wanted from Sage's accounting software and our designers would sketch it up on the fly.
The finished suggestions would be pinned to a board and other visitors to our booth could vote on the ideas.
This was a huge success generating both leads, new product ideas and general product insight.
- 100+ visitors engaged with UX designers.
- 100+ ideas narrowed down to 60+ viable product ideas.
- 50+ prospects continued their engagement with Sage post event.
