Case Study: 8x8 gains customer journey insights and buyer personas with gotomedia

8x8 uncovers customer insights with gotomedia through 34 user interviews

gotomedia partnered with 8x8 to conduct UX research to better understand their customer segments and reimagine their website and digital workflow. The challenge was to gain deeper insights into the decision-making processes, motivations, and triggers for customers buying or switching global cloud communications solutions.

The solution implemented by gotomedia involved a multi-phase research approach including stakeholder and user interviews, which led to the creation of interactive journey maps and 12 research-based personas segmented by project type. This provided 8x8 with a clear, granular understanding of customer needs and behaviors throughout the engagement lifecycle. The outcome helped 8x8 understand their core segments and provided the foundational insights needed to facilitate customer engagement and acquisition.

8x8