Discovering the Carbon Credit Development Customer
Key Takeaway
This foundational research provided a clear picture of customer motivations and pain points, equipping the company to enhance product usability and align future development with client needs.
Client
A climate solutions provider, focused on leveraging emissions data for carbon credit generation.
Project Scope
Identify customer segments, personas, and journey maps for clients using the a carbon emissions accounting software. Insights aim to clarify customer needs and improve product direction.
Challenge
The client lacked formal data on its customer base and their experiences with their software product. Understanding who these customers are, their key motivations, and pain points was critical to align product offerings with client expectations.
Approach
Internal Stakeholder Interviews: Conducted interviews with company team members to uncover assumptions and gather preliminary insights.
External Stakeholder Engagement: Interviewed businesses across sustainability, operations, and carbon solutions roles, including current and prospective clients.
Persona and Journey Mapping: Developed personas and journey maps using segmentation criteria such as industry, company size, and roles.
Results
Created initial customer personas, highlighting differences between decision-makers and end-users.
Mapped the customer journey to uncover key pain points like data management complexity and the need for real-time carbon credit tracking.
Delivered insights to refine SaaS features, focusing on customer-centric dashboards and streamlined data accessibility.
