Research Plan for Router

1. Background / Problem / Opportunity

Router is a form backend service for developers with over 1,000 signups. The company seeks to improve its messaging, positioning, and overall usability, particularly to increase conversions from free to paid plans. This research will explore user perceptions, identify usability issues, analyze usage patterns, and benchmark against competitors to provide actionable insights.

2. Research Goal(s) aka Objective(s)

To uncover user needs, pain points, and goals with Router to optimize its messaging, positioning, and usability.

3. Non-Research Goals

• This research does not involve testing new features or prototypes.
• The aim is not to gather direct user sentiment through unstructured feedback but through targeted methods.

4. Research Questions

1. Messaging and Positioning
   • What do users value most about Router?
   • How do users describe Router to others?
   • What challenges do users face when understanding or adopting Router?
2. Usage Patterns
   • What are the common use cases for Router?
   • How do developers integrate Router into their workflows?
3. Pain Points
   • Where do users encounter challenges while using the app?
   • What improvements would users prioritize?

5. Success Metrics

• Increase in user satisfaction ratings.
• Higher conversion rates from free to paid plans.
• Reduction in usability-related support tickets.
• Improved engagement with key features.

6. Method(s)

1. User Surveys
   • Objective: Collect quantitative and qualitative data on user perceptions, use cases, and pain points.
   • Tool: Google Forms or Typeform
   • Sample Questions:
     • Why did you sign up for Router?
     • What do you primarily use Router for?
     • How would you describe Router in one sentence?
     • What challenges have you experienced?
     • How satisfied are you with Router? (1-5 scale)