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As a Growth and Product professional, I believe it's crucial to frequently engage with end users to gather insights. While user-centricity is often discussed, it's a challenging skill to master. One common pitfall is asking ineffective questions that yield little valuable information. To illustrate my expertise, I've focused on user research before delving into referrals.

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1. Setting specific research goals and build out a questionnaire

Objectives

Understand the main channels of user acquisition and know more about their respective user journey
Why is this important - To help us identify how our users discover the app and also identify key touchpoints, pain points, and opportunities for improvement for the product users
Identify moments of peak satisfaction and peak frustration
Why is this important - To help us understand what drives the positive and negative user experiences of current and churned users
Understand user perception of Urban Company vs traditional services/competitors
Why is this important - To help us know about areas where Urban Company can improve itself and overall user experience

Questionnaire

General Questions

Question	Goal / "Why" / Notes for self
Can you walk me through a typical day in your life? (Weekday vs. Weekend separate)	Understanding the user’s routine to help segment users based on their lifestyles and needs. (For UC services, weekdays, and weekends split will help me get more insights)
How do you usually manage your household tasks like cleaning, repairs, or personal grooming?	Identify the user’s current behaviours and potential pain points related to the services that UC provides
Can you tell me the kinds of services you tend to outsource vs the ones you do yourself?	Distinguish between services that UC can offer and those users prefer to do themselves
Who is typically responsible for making decisions about hiring services in your household and how are those decisions made?	Identify the decision-makers in the household
What kind of digital apps or services do you use most frequently?	Check if there are any potential partnerships that I can build for our growth

Urban Company Users

Question	Goal / "Why" / Notes for self
How did you come across Urban Company for the first time?	To know more about where they discovered the product. Will help us with acquisition channels
How often do you use Urban Company and book (any) services?	Classify users into core, power and casual users
What services motivate you to use Urban Company regularly?	Understand user motivations and key features of the product that are working for the users
Do you have the Urban Company Plus plan? What motivated you to buy it?	To classify users as power or core users based on a positive response to this
How often do you provide feedback or reviews for the services that you book?	This response will help us understand user engagement and involvement and will help us classify users better

Based on the above responses, we can classify the users and ask specific questions

POWER USERS

High Frequency (Once a week) and avail more than 2 types of services

Questions for Power users

CORE USERS

Medium frequency (Monthly) and avail limited type of services

Questions for Core users

CASUAL USERS

Low or erratic frequency and will avail limited type of services