Using user research to build a successful digital business model

Business model validation for cloud services using
in-depth interviews with the target audience

UX services

User research

In-depth interviews

Personas

Business model validation

We now understand our customers’ needs much better and can continue to optimize the development of our cloud platform. At last, we can be sure that our business model will be a success!

Customer

Frank Konopka
Service Line Manager for PCS
Siemens

Project objective

Reducing investment risks through user research

Do you have a new business idea and want to make sure it’s a success?

That’s exactly what happened at SIEMENS: As part of its digital transformation, the company is investing in new, digital business models in the industrial sector. The goal was to develop the open cloud platform Plant Cloud Services (PCS) and design a user-friendly interface.

For SIEMENS, the goal was to identify and address the target audience’s uncertainties and concerns, thereby validating the business model at an early stage. In this way, they sought to minimize innovation risks and safeguard their own product development.

Methodology

User research identifies the needs of the target audience

Userlutions conducted a user research project for SIEMENS. As a result, SIEMENS gainedthe confidence needed to make informed decisions regarding the development of its digital business model.

We visited 24 mechanical engineering companies to conduct in-depth interviews with CEOs, sales managers, and service managers in order to learn more about their concerns and challenges. In the process, we tested SIEMENS’ hypotheses regarding the needs of its target audience and gathered new insights.

Insights

Users at the heart of a successful business model

Findings from the in-depth interviews

For many industrial companies, Industry 4.0 remains an abstract concept.
Small and medium-sized machine manufacturers lack the resources to tackle digital transformation on their own.
In the development process so far, key points have been overlooked, such as the needs of end customers.

These findings made it possible to identify problems with the business model before SIEMENS had even begun production planning.

Personas

Personas provide confidence in decision-making

Using the insights about the target audience gained from the interviews, Userlutions then created profiles of typical users, known as personas.

Specific requirements for the platform were defined for each persona. These personas now provide SIEMENS with a solid basis for decision-making —even beyond the development of the business model.

Our services

Curious? Here’s how we can help you

User research

We lay the groundwork for your product decisions. Real user feedback to answer your questions—even before you make a decision.

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Personas

Through in-depth interviews with the target audience and validating online surveys, we identify your typical users. This allows you to understand your customers’ concerns, needs, typical usage scenarios, and customer journey.

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