Product Market Fit
Running a Product Market Fit (PMF) study for Mozilla is essential for understanding user needs, validating product concepts, and identifying any gaps between products and market demand. It helps Mozilla optimize its marketing efforts by tailoring strategies to better resonate with the target audience. Ultimately, conducting a PMF study maximizes ROI by ensuring resources are allocated to initiatives with the highest potential for success, thus contributing to the long-term viability of Mozilla's products in the market.
Background
Evaluate user perceptions of the newer TWAU (The Whole Audience Universe) in comparison to current app offerings
Research Objectives
Measure the level of disappointment among users in the event of Pocket discontinuing a service or specific feature
Identify areas within core product features where engineering resources should be prioritized or reallocated based on user feedback
Large Scale Survey
Userzoom panel
Mix of demographics to ensure a diverse voice
Methodologies
Achieve a clear understanding of Pocket's product-market fit through comprehensive analysis of user feedback and behavior
Success
Enhance the core workflow to better engage users who have been using the product for an extended period, thereby strengthening their attachment
Increase user retention rates among newer users by addressing pain points and optimizing the experience to better align with needs / expectation
Prioritized improvements for a better reading experience (on and offline), more diverse content topics, and improved organization which increased retention by 3%.
Impact
Focused on improvements for users closest to product market fit which increased PMF the next quarter by 6%.
Created an in-app survey to simplify the process of capturing user feedback, so Mozilla could repeat this study quarterly and measure progress.