Non-User Discovery for a Cloud Storage Platform
The blind spot
Assuming you know why non-users aren't converting, and prioritizing the roadmap around a guess instead of the real friction.
The challenge
Understand why people outside the platform weren't converting, specifically at the moment they receive a shared file from someone who is already a customer.
What I did
- Interviewed 14 non-users across two key segments, then validated the findings with a large-scale quantitative survey
What changed
The real story wasn't about missing features. It was about an anxiety-driven moment: deciding whether to trust an incoming file. That single insight reframed the opportunity around things like single sign-on, version tracking, and embedded sender context, instead of more storage features nobody asked for.