Foundational Strategy: TillerXR

Aligning a startup vision through data-driven market discovery.

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

Stakeholder Interviews
User Interviews
Surveys
Competitive Analysis
Heuristic Evaluation
Design Studio
Journey Mapping

Constraints

Remote cross-functional team, aggressive launch timeline, and limited startup budget requiring rapid, high-confidence decision-making.
Methodology Deep Dive Coming Soon!
1
Discovery
2
Analysis
3
Synthesis
4
Strategy
DIscovery

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.
analysis

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."
synthesis

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.
strategy

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

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.

Next Steps

  • ‍______

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Oliver Jack Myers
UX Researcher & Designer passionate about creating human-centered digital experiences.
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Crafted with passion in Dallas-Fort Worth, TX.
Oliver Jack Myers