Reinventing Maze’s
enterprise offering
Maze, a leading SaaS product, has carved a niche in aiding professionals—designers, researchers, and product managers—in conducting both moderated and unmoderated testing. With a three-tier pricing system in place, Maze found itself at a crossroads. The challenge was twofold: selling its highest-tier pricing plan was proving difficult due to a lack of compelling differentiation, and the company was in the midst of pivoting its focus towards enterprise customers, evolving its value proposition from rapid research to continuous product research.
Team
Product designer
Product manager
Engineering
Stakeholders - Sales, Customer Success, Product
Timeline
5+ months
1.5 months - Discovery
1.5 months - Design & testing
5 months - Delivery & interation
Role & tools
UI/UX Design
Product shaping
Prototyping
Workshop facilitation
UX Research
Using: Figma, Maze, Notion, Miro, Zendesk
PS: You need a password. Email me for access: contactme AT radoila.com
Objective
Our pod took on the initiative to enhance the differentiation of Maze's Enterprise pricing plan, ensuring it was tailored to the unique needs of our expanding enterprise clientele.
Gathering Insights
Our first step was a deep dive into the feedback loop. We began by reviewing the feature requests made by enterprise teams. This analysis revealed some common themes, pointing towards enterprise customers' needs:
Minimizing regulatory and security risks
Increasing control and accountability
Using scalable processes and tools
Amplifying research capabilities
Stakeholder Engagement
To gain a holistic view, we collaborated with Sales and Customer Success teams.
Analyzed close-lost sales data and assessed the Monthly Recurring Revenue (MRR) against feature requests provided rich insights.
Reviewed conversations our customer-facing teams had with clients granted us an understanding of their research processes.
HYPOTHESIS
Enterprise teams prioritize control over sensitive data access and seek products that support efficient growth at scale, especially given the larger infrastructures of these companies.
Validation
To ensure we were on the right track, we surveyed our Go-To-Market (GTM) team and reached out to 30 of our enterprise clients. The feedback was resounding and confirmed our hypothesis.
HOW MIGHT WE ensure teams are functioning efficiently at scale
Workshops
Following our insights, the team embarked on a series of brainwriting exercises, diving deep into two pivotal questions.
Through collaborative ideation, we weighed the potential impact of each solution against its implementation effort, ensuring our strategies would be both impactful and feasible for Maze.
HOW MIGHT WE provide more levers for control and monitoring to our customers to ensure only relevant parties have access to sensitive data
An idea was born
We chose to concentrate on the concept of "Workspaces" or sub-teams, combined with role-based access controls, to bolster security.
Feedback
-
It would be great to have folders, our space is already messy and we've only been using Maze for a short time!
Participant 1
-
I was just thinking about organizing the projects by teams and it's great to see it in the works! Wonderful job :)
Participant 2
-
Seems like a decent piece of functionality to introduce to large research orgs.
Participant 3
Make it stand out.
-
Organization of the content through workspaces and projects, including user permissions is much improved!
Participant 1
-
It seemed much easier to find teams and navigate through the different projects. It's very similar to other tools like Figma, so felt much more familiar
Participant 2