Connecting Unito customers with AI powered workflows.
ServiceNow is a key strategic connector for Unito, but customers were hesitant.
Client: Unito
Software Technology Company, 50 M in Series C funding
Services Provided
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Qualitative User Research
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Persona Development
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Synthesis of Key Insights and Opportunities
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Recommendations for Marketing, Sales, and Product Enhancements
Context
Unito is a SAAS platform that empowers organizations to streamline workflows across multiple tools. They build a deep two-way integration for the tools project managers, customer support teams, software developers, and salespeople rely on daily.
Goals
Explore how organizations make decisions around ServiceNow workflows, identify key friction points, and discover opportunities to better position Unito as a strategic tool for enterprises using various ServiceNow products.
Approach
We led a series of qualitative interviews with key stakeholders from large organizations using ServiceNow and relevant secondary research. The interviews focused on understanding the decision-making processes, the role of cross-departmental collaboration, and the specific integration pain points faced by IT and business teams.
Execution
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Conducted 13 interviews with IT professionals from large organizations (500-5,000 employees) to uncover how ServiceNow and Salesforce connectors are perceived.
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Developed personas based on participants’ roles, including IT Directors, Program Managers, and SN Admins.
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Identified friction points in the integration process, such as a lack of bi-directional synchronization and complex approval processes.
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Proposed recommendations for enhancing Unito’s marketing, sales, and product strategies to address the identified needs and position the connectors as high-value enterprise solutions.
Results
The research uncovered critical insights that informed Unito’s strategy to better engage enterprise clients, streamline the onboarding process, and improve product features for ServiceNow and Salesforce connectors. The findings also highlighted the need for tailored communication with decision-makers and the importance of robust documentation to overcome hesitations around security, cost, and ease of use.
The following screenshot of team discussions highlight how the insights from our research became integral to the new design strategy of the client's most strategic step of their funnel.
