Context
WeTransfer approached us with a big question: how can they evolve their product strategy to better meet the needs of today’s mobile-first creators and collaborators? While mobile played a functional role in their ecosystem, it was under-leveraged from a strategic point of view.
Our job was to uncover global user needs, behaviors, and expectations and identify clear opportunity spaces to help WeTransfer shape its future mobile proposition.
My Role
I led this research engagement end to end, from framing the challenge and aligning stakeholders, to guiding our methods, leading the team, and co-presenting the opportunity strategy to WeTransfer leadership.
I also played a critical role in helping stakeholders see mobile not as a secondary device, but as a gateway to new user behaviors and business opportunities.
My Approach
How I reframed mobile as a strategic asset through global research and stakeholder alignment.
1. Aligned the vision and framed the brief
I partnered with WeTransfer’s product and brand leaders to clarify the business challenge and define where research could drive the most impact. My goal was to elevate mobile from a tactical feature to a strategic lens, setting us up to explore deeper behavioral questions, not just usability.
2. Led global discovery through context mapping
Together with our research team, I designed and led immersive sessions across global markets, uncovering nuanced behaviors, emotional drivers, and unmet needs around workflows. I made sure we spoke to both current users and emerging audiences to reflect where growth could come from, not just where it already existed.
3. Translated complexity into clear opportunity spaces
I synthesized insights into eight distinct opportunity areas, each grounded in real user behavior. I facilitated collaborative workshops with WeTransfer’s leadership to explore how these spaces could translate into mobile-first features, services, or new product ideas.
4. Validated with scale and confidence
To ensure strategic direction, I led the design of our validation phase combining qualitative deep dives with a large-scale survey of 310+ users. This helped us prioritize opportunity spaces with clarity and conviction, giving the client data-backed direction for next steps.
5. Delivered a strategic toolkit, not just a report
We didn’t just deliver findings, we delivered frameworks. I helped shape a modular toolkit that included personas, experience principles, and future-state provocations, empowering WeTransfer to make fast, insight-driven product decisions.
Outcomes
Reframed mobile from a peripheral channel to a core growth driver in WeTransfer’s product strategy
Identified and validated eight high-potential opportunity spaces, backed by global qualitative and quantitative insights
Delivered a modular insight toolkit used across product, brand, and strategy teams for roadmap planning
Enabled the client to prioritize with confidence, aligning mobile direction around user need and business potential
Sparked internal alignment around new personas, experience principles, and future-state concepts, influencing product ideation beyond mobile
My takeaway
This project reminded me that strategy isn’t just about insight, it’s about influence. The work mattered not just because we uncovered meaningful opportunities, but because we brought stakeholders along with us. By creating clarity in both the data and the decision-making, we helped WeTransfer rethink how mobile could serve their users and their business in the long term.
It was a powerful reminder that great research doesn’t sit in a deck, it shifts the conversation.
