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Leveraging UX Research Insights to Drive Customer Acquisition for a Global Tablet Manufacturer OEM

A successful product launch requires not only forethought and execution but also feedback and iteration after it goes out into the world. After launching a new tablet generation, a tablet manufacturer needed to understand how customers were experiencing the product. The brand partnered with Material to uncover what resonated with new users to inform future product development and accelerate customer acquisition.
  • Designed a multi-phase qualitative study in multiple global markets
  • Conducted two-week diaries with daily interactions and activities, moderated in-depth interviews and performed a recontact phase with out-of-the-box experiences
  • Identified key features popular with users to inform future marketing and product improvements
  • Recommended improvements in the onboarding processes to address common user pain points

Through our research findings, the global tablet OEM brand understood how consumers really use its products, rather than how it thinks or wants them to be experienced.

We identified the structural optimizations to its products and broader technological ecosystem to ensure that any path the user takes after unboxing the product results in it becoming a key productivity tool for them. This enabled the brand to build a customer journey that is intuitive, fast and friction-free, while strategically positioning additional aids and products at relevant moments to further integrate the user into the brand’s ecosystem.

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