As a part of AKQA team, I began working to redefine the product’s value proposition. My task was to understand what current users loved about Pi, what they saw as areas for improvement, and how Pi improved their lives. Before talking to the users, I did 5 stakeholder interviews to understand the leadership’s vision and ambitions. Then, following a Mental Model Diagram methodology for data collection and analysis, I did 20 in-depth interviews with users who were Pi’s fans to understand their interaction patterns, pain points, and perceived value of Pi. 

It was interesting to realize that Pi benefited its daily users in more ways than the product team initially thought. The insights revealed 4 distinct user mindsets—4 different approaches to why and how people were using Pi. Based on this data and findings from competitive analysis, I crafted targeted value propositions aligning with potential users’ needs and expectations.