Civian initially targeted C-Suite executives in credit unions for user recruitment but faced challenges due to high rejection rates. To overcome this, the recruitment strategy expanded to include a wider demographic across multiple industries. After conducting a week of remote moderated usability tests, findings revealed user engagement trends, highlighting the map's prominence in data exploration but also unveiling functional difficulties. Insights gathered suggested a strong demand for custom reporting features, essential for meeting users' investment research needs, thus capturing a more comprehensive perspective on user requirements within the platform.
Civian's initial target audience of B2B C-Suite users in credit unions led to recruitment challenges, prompting a broader user evaluation strategy.
A week-long usability testing revealed that while Civian provides novel investing insights, users faced significant functional challenges with the platform.
Feature engagement analysis indicated that users preferred starting with the map for data exploration, subsequently drilling deeper for specific insights during usability tests.
Users expressed a need for custom reporting features to enhance their investment research capabilities, highlighting the need to align outputs with their goals.
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