How customer evidence initiated fundamental changes in Adpiler’s positioning and design

How customer evidence initiated fundamental changes in Adpiler's positioning and design

Adpiler is a SaaS product that enables the ecosystem around design agencies to share HTML banners and get approval. The company is based in the Amsterdam and is run by its Dutch founder, Jorrit.

Adpiler’s product is very simple yet genious. The way to share HTML banners was and still is broken for the whole industry of agencies. Even reputable agencies cannot avoid sharing their work by zipping the HTML code and sending the zipped folder as an attachment. If you have ever worked with clients, chances are you already understand why this is problematic and how confusing it can become for the average client.

What was the problem?

Jorrit, the founder of the business, was very busy managing the engineering team and experimenting with go-to-market ideas. When we first met, he liked the idea of having the true Voice of the Customer and getting deep feedback about Adpiler. As a result, we started working together on a customer research project. The results of my research made him initiate a lot of fundamental changes in the product but especially in its positioning and targeting.

Without Aggelos customer feedback, we would lose customers and we would spend more time and effort on improving features we shouldn’t have to.

Jorrit Baerdens
Adpiler

I am more of a product guy and he helped step out of my comfort zone, which I didn’t have fuel to do it myself.

Jorrit Baerdens
Adpiler
I interviewed more than 15 power users with the Jobs-to-be-done approach, aiming to fully understand the following.

  • What was the value they getting from Adpiler how where they describing it
  • How did the switching behavior look and feel like internally
  • How are using Adpiler specifically
  • What were they doing to do the job before Adpiler (Jobs-to-be-done competition)
  • What is good and bad about Adpiler
  • What is good and bad about Adpiler alternatives
…what happened was definitely unexpected.

Does your growth feels like a black box?

With my Jobs-to-be-done approach of getting qualitative feedback, all the answers can be found in your customers

Does your growth feels like a black box?

With my Jobs-to-be-done approach of getting qualitative feedback, all the answers can be found in your customers

So, what happened after?

star-growth

Highlights

We will use his customer feedback to re-design our homepage, change our content and restructure the platform’s UX. His work was the kick-off of Adpiler 2.0

Jorrit Baerdens
Adpiler

I had assumptions about the problems we were solving which Aggelos’ work disproved. His qualitative research was then backed with data and we realized we should change our positioning to reflect our true value in a better way.

Jorrit Baerdens
Adpiler

The results?

Conclusion

Adpiler was and is already a tool that managed to reach strong product/market fit and sustain a very healthy MRR organically. With our support, Adpiler’s founder and the rest of the team built deep empathy about their customers which helped them keep developing an amazing solution without losing time or money into unsuccessful ventures, marketing or misleading messaging and positioning.

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