iRobot asked me to unearth content gaps in its messaging to potential first-time buyers. I started by doing exhaustive research on the robot vacuum category (RVC), analyzing the iRobot website, competitor websites, tech reviews, social media comments, and paid media. Using these inputs, I put myself in the shoes of an RVC and identified the questions and roadblocks they encountered along their paths to purchase.

I organized these findings into a first-time buyer UX journey map outlining a buyer’s pain points, focus, state of mind, activities, barriers, and opportunities at each stage of their journey. Using this information, I created scores of cards around potential messaging to answer questions, overcome barriers, and address user pain points. These cards were sorted and then used to develop eight high-level content buckets with messaging categories beneath each.

The new categories allowed the iRobot organization to holistically fill content gaps, capitalize on opportunities and circumvent roadblocks in its messaging to RVC-curious consumers. It also streamlined content creation, ensuring targeted messaging reached the right segment at the right stage and channel.

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