We designed a remote immersion program, with full participation from the organization's VPs, where they each attended and actively participated in several sessions throughout the week. We also designed debrief sessions to solidify key learnings and propose recommendations.

Our objectives included:

• Provide senior leadership with deeper knowledge of Reels by building user empathy, providing insight into users’ lives and how they interacted with the product
• Identify target audience segments, their needs & barriers, and their journey from consumer to creator of Reels
• Generate insights to help leadership shape product strategy and set Reels apart from competitors

We answered:

We designed a two-part immersion program, starting with a diary study, followed by in-depth interviews (IDIs). For part two (IDIs), we created an immersive experience for leadership, where they were able to observe interviews and interact directly with users to learn more about their perspective on the product first-hand.

Product Impact:

Our Immersion Program gave leadership direct insight into the research process, and gave them direct access to users to understand how they use the product and how it fits into their daily lives. This program shaped leadership's thinking on the product, built user empathy, and generated important new insights that helped them make more informed day-to-day decisions–big and small. We identified key areas where there was significant room for growth, areas where we could better meet user needs and expectations, as well as key features that were strong drivers for adoption.