Overview
TillerXR sought to launch a Virtual Reality tour software but lacked market clarity. I led foundational research to define the target user, validate features, and steer the product roadmap from ambiguity to alignment.
Problem Statement
The team relied on unvalidated assumptions, risking a feature-bloated launch that ignored a massive European user base and novice creators.
Users & Audience
Novice VR creators, Real Estate Agents, Architects, and Marketers seeking simple, efficient tour-building tools.
Role & Scope
Lead UX Researcher and Designer
18 months, May 2023 – Oct 2024
Methods & Tools
Constraints
Remote cross-functional team, aggressive launch timeline, and limited startup budget requiring rapid, high-confidence decision-making.
Validating Market Assumptions & Identifying User Needs
Notes:
I conducted 10+ interviews and 50+ surveys. I invalidated the “US-centric” assumption, discovering a booming European market, and identified “novice creators” as an underserved segment.
Competitive Landscape & Heuristic Evaluation
Notes:
I performed heuristic analyses on competitors. I found their software was overly complex and lacked onboarding, revealing a strategic opportunity for TillerXR to win on "usability" and "simplicity."
Defining the User & The Journey
Notes:
I synthesized data into four proto-personas and a User Journey Map. We identified that "naming panoramic images" was the biggest friction point, prioritizing automation features for the roadmap.
Facilitating Alignment via Design Studio Workshop
Notes:
I led a 2-day Design Studio with leadership. We generated 50+ solutions and built a Feature Prioritization Grid, aligning the team on a roadmap that targeted novice users.
Outcomes & next steps
I shaved weeks off the decision-making process by invalidating the US-only assumption. I pivoted development to include multi-language support for the European market. My research directly influenced the product roadmap, prioritizing “ease of use” features that differentiated TillerXR from complex competitors.
This project reinforced that research is a strategic business tool, not just a design phase. By involving stakeholders in the Design Studio, I learned that collaborative synthesis creates faster buy-in than delivering static reports, effectively turning raw data into a unified company vision.
This project reinforced that research is a strategic business tool, not just a design phase. By involving stakeholders in the Design Studio, I learned that collaborative synthesis creates faster buy-in than delivering static reports, effectively turning raw data into a unified company vision.
