Proposed Epic: UX & Market Research

[sknep]

This is about formulating product fit -- where we sit within the market, and how well we identify and serve our customers' needs.

The opportunity: Who are our current users? Our potential users? What do our users really need from Pages? What makes our users choose Pages among competitors?

Proposed approach & outcomes: Understand and document our market fit, so that we can prioritize work that makes customers choose us, and drive adoption and cost recoverability / revenue

### Proposed Tasklist
- [x] Collect any existing UX research about users, tasks, etc, even if it's old, and rev (from AVA et al)
- [ ] Look at current app event analytics around org/site/user and login to estimate a breakdown of user archetypes and their jobs to be done (JTBD)
- [x] Interview users or user proxies from diverse orgs to validate/refine user archetypes & JTBDs
- [ ] Interview users/user proxies to understand ATO and SSP requirements and other 21C IDEA compliance activities
- [ ] Identify & map all points where a potential or currect customer interacts with cloud pages, particularly new users & funnel (intake form)
- [x] Understand and document the New User Experience (NUX), then identify key opportunities for improvement
- [ ] Illustrate archetypes as personas and NUX as a Journey Map, then introduce to the team, begin using in product design and UX discussions
- [ ] Use personas, JTBDs, and NUX Journey Map to inform in-app analytics metrics and computed metrics
- [ ] Build a roster of volunteer users or user proxies representing various archetypes to participate in usability testing and feedback
- [ ] Pricing analysis?
- [ ] Document ways we continually react to research and user feedback, as required by 21C IDEA. Schedule preparation of quarterly/yearly reports communicating learnings and progress towards better CX for TTS leaders