Challenge: A major office supplies store had added new content to its recently launched app designed to help small businesses grow and provide the brand with a means of further developing ongoing relationships with customers.

Objective: To obtain reactions to the new content as well as the overall value and usability of the app.

Solution: Plan-it conducted in-depth interviews among small business owners to obtain a deep understanding of the value of various styles of information organization, the desired level of information to be provided, and the overall impact of the app on image of the brand/usage of the brand in the future. Ultimately, the interviews provided an understanding of the optimal design, flow, and amount of information to encourage ongoing usage of and engagement with the app.

Result: Findings and insights from this study were used as input for further fine-tuning the app.