EnjoyHQ is a centralized qualitative user research data repository that aims to streamline the user research process for product teams. It allows teams to access, review, organize collected user research data, collaborate, and share learnings. While the tool provides functionality for ingesting various data sources and tagging/grouping data, opportunities remain to better guide researchers, integrate all relevant data sources, and provide more flexible ways to analyze and organize data beyond predefined methods.

1. ©Confidential2020
15 · 08 · 2020
M.ÇAĞSUN ACEMOĞLU
EnjoyHQ
Assessment

2. 2 / 24
M.ÇAĞSUN ACEMOĞLU
EnjoyHQ is a centralised qualitative user research data repository that aims to streamline the whole user
research process for product and user experience teams in a single tool and faciliate research at large scale.
Website https://getenjoyhq.com/
Industry ResearchOPS, B2B SaaS
Company size 2-10 employees 1
Founders Sofia Quintero (CEO), Lukasz Korecki (CTO)
Location: Greater Los Angeles Area, Western US
Founded: 2015
Product Status: Live. Rebranded on 24 Feb 2019 from NomNom.
Significant Clients: Adobe, Booking.com, GrubHub, Mural, The Guardian, Honeybook, Trifacta 2
Tags Customer Insights, User Research, UX, Research Operations, User Experience, Customer Feedback
CrunchBase Ranking: 10,799. Other startups in portfolio to compare: Woom (9,498), SimpliRoute (13,835)
Company Profile
1) Based on LinkedIn and Crunchbase data 2) Based on EnjoyHQ website and shorturl.at/efgtW

3. / 24
INDEX
01 Strategic Assessment
02 Execution Assessment
03 Summary
04 Appendix
M.ÇAĞSUN ACEMOĞLU
4
11
1 7
2 1
3

4. 01
©Confidential2020
STRATEGIC POSITIONING AND COMPETITIVE LANDSCAPE
M.ÇAĞSUN ACEMOĞLU
Strategic
Assessment

5. 5
Name of the Presentation
User Problem Value Proposition to Address the Problem
Target Segments, Target Market
• Research repository tools is a different category than user testing
tools such as HotJar, UserTesting.com; addressing different needs.
• Currently EnjoyHQ provides a single product with no variations.
• The only visible revenue stream is subscriptions. Pricing is based
on number of contributing users and data integrations. There’s a
custom pricing plan for larger organisations.
• Tool is currently not suitable for user research agencies or
independent researchers.
• Certain features are restricted to English language, such as video/
audio transcripts.
Other Considerations
As software keeps eating the world, one vital task of software
product teams is to effectively run user research and streamline
learning to improve their products and their businesses in return.
This gets trickier with an increasing number of customer feedback
sources, and the amount of customer data collected. Teams'
knowledge is dispersed between different tools and locations, and
there's no mechanism to standardise research and collaboration.
EnjoyHQ’s current focus is on product teams in startups and corporates.
The customer experience sector that encapsulates researchOps is
projected to be a $32B market by 2025 (https://betanews.com/
2019/08/06/user-feedback-reseachops-qa/) with more and more
corporate businesses organising themselves in product teams similar to
startups.
The current limitation on the market size would be the amount of
research-mature customers: The amount of research done and the
variety of tools employed that needs to be integrated to EnjoyHQ.
EnjoyHQ is targeting an obviously sizeable market with every software
team over the globe possibly in their target audience.
EnjoyHQ aims to be the single destination (dedicated repository) to
collect all qualitative customer research data and streamline the
research process.
The product provides tools for: Accessing, reviewing and organising
the collected qualitative user research data into insights,
collaborating with other teams and sharing of the learnings.
Business Model and Value Proposition

6. Direct Competitors
Products that address the same user problems with similar value
propositions.
Experiential Competitors
Products that have different other value propositions but are used by
users to address similar needs.
Possible Entrants
Companies that may target the same user needs, since they operate in
adjacent problem spaces.
• Reframer is a limited tool in terms of functionality, and it's sold
within the larger optimal workshop tools.
• ProductBoard is a suite of tools that addresses the broader set
of digital product management needs such as product goals,
feature prioritisation, roadmapping... Costs 50$/month for 5
contributors + 10 viewers.
• Dovetail is a comparable competitor to EnjoyHQ in terms of very
almost identical value propositions and the functionality set.
There’s no obvious strategic differentiation between the two.
• Between Dovetail and EnjoyHQ:
• EnjoyHQ uses native integrations whereas Dovetail
integrations work via Zapier.
• Dovetail has a more enjoyable overall user experience on
the tool than EnjoyHQ.
• For 5 contributor users, EnjoyHQ costs 125$/month without
any custom integrations, Dovetail costs 100$/month.
(Zapier cost needs to be added on top for Dovetail.)
• Dovetail ranks 5,475 in Crunchbase and has received a total
investment of $2,85M, EnjoyHQ ranks 10,554 and has
received $2M.
• For more details to compare: https://www.capterra.com/ux-
software/compare/174077-152953/Dovetail-vs-NomNom
Comparison and Differentiation Factors
Competitive Space

7. EnjoyHQ Assessment
Additional
Questions for this section
• What customer groups are in your target segments?
• How much do you estimate your TAM/SAM?
• Who do you see as competitors?
• How do you differentiate?
• Do you have any partnerships? Any goals of future partnerships?
• Do you see any risks on your business model and its sustainability?
?

8. Product market fit affects the business trajectory on a couple of areas
significantly that it’s hard to miss. Best way to know is to inquire the
product team on the questions and metrics below:
- Selling becomes easier with PMF. Effects metrics such as:
- Organic Growth
- Trial to subscription activation rate
- CAC, Duration to close a sale, Repeating Sales
- Customers get significant value out of the product and it makes their
life better. Outputs effected:
- Customer Satisfaction, NPS
- Very strong positive customer feedback
- Engagement:
- DAU/WAU. Key actions could be:
- New projects, insights created, stories created/shared
- Average session duration
- Weekly returning users %
- Increase in customer demands that team cannot cope with:
- Feature requests
- Customer support tickets
Signals to Check Product-Market Fit of EnjoyHQ
To assess product-market fit without getting the information on the
left, some observations can be used to reverse-engineer it:
• Team’s focus on growth, visible marketing activities
• Funding rounds and investors
• Stability of value proposition over time. Past pivots
• Growth in team size
Looking at EnjoyHQ from outside, positive signals that support that
there’s product market:
• High-profile clients on-board
• Positive product ratings on internet
• 3 rounds of funding from a total of 10 investors1
• Team has been working on the same product for a significant
time with no major pivots2
On the other hand, there’re some signals that make product-market
fit of EnjoyHQ questionable.
• Not demonstrated fast growth
• Very small team after 5 years
• No visible marketing activities or expenditure
• No major advancements on the product in 4 years2
1) Based on Crunchbase data 2) https://www.youtube.com/watch?v=G348ycO5OYA&feature=youtu.be
Product-Market Fit

9. Before Product-Market Fit
Focus on learning from the customers and improving/iterating the
product.
- Take the time to talk to churning customers.
- Get continuous feedback from paying customers, define best
functioning cohorts and focus on solving their problems.
- Do not focus on growth yet.
Define a growth strategy and plan:
1. Define the goals
• Define trajectory of growth to aim for
• Define target customer groups
• Define geographies in focus
• Define strategic differentiation from competitors
• Define growth KPIs to track
2. Define share of budget for growth
• Consider product changes/enhancements required
• Consider increase in operational costs
• Consider increase in team growth
3. Define growth tactics and channels
• Define campaigns for all channels
• Track KPIs
After Product-Market Fit
Growth
• Referral program
• Partnerships
• SEO
• PR campaigns and influencer marketing
• Inside organisation campaigns
• Non-linear pricing for large organisations
• E-books and white-papers to demonstrate authority
• Programmatic, targeted campaigns on social media
• Google, Facebook, Youtube, Instagram, LinkedIn…
• Ad placement on strategic sites
• Freemium
• Optimise call to actions on website
• Sponsor or take part in Startup/Product Conferences
• Reach to product teams - cold email
• Case studies with better storytelling
• Listening to and pitching to trial users
• Offline and TV
• Moving upmarket to Enterprise space
• Product expansion
GROWTH TACTICS AND CHANNELS (SUGGESTED ONES IN BOLD)

10. EnjoyHQ Assessment
Additional
Questions for this section
• Do you have product-market fit?
• Review of the signals on the product-market fit slide
• Who are the biggest clients?
• How much do they pay?
• Average users/account?
• Revenue per account
• How is the engagement?
• What is the go to market strategy?
• Growth trajectory so far? Annual growth rate?
• What are your growth efforts?
• Any limitations/blockers for growth?
?

11. 02
©Confidential2020
EVALUATING HOW WELL THE STARTUP IS BEING RUN
M.ÇAĞSUN ACEMOĞLU
Execution
Assessment

12. Specification Rating (Out of 3 stars) Comments
Website Experience
(Before using the tool)
⭐⭐
+ Case studies and tool comparisons are helpful
- The problem to solve is clear but how it’s solved is not well explained
Acquisition Experience ⭐⭐
+ Face to face demo option, trial with pre-populated data
- Exact number of team members and integrations is required to sign up
Onboarding: ⭐⭐⭐
+ On-boarding screens to walk through walkthrough
+ Personal emails, tutorials
Help & Support ⭐⭐⭐
+ Fast response to help requests
+ Direct handling of tickets by co-founders
Mobile Apps and
Omni-Channel Experience
- Mobile apps do not exist. No mobile website either. No current way to use the tool on mobile.
Aesthetics and simplicity ⭐⭐
+ Simple and consistent visual design without major flows
- Room for improvement in some areas. Iconography, inconsistencies on colour palette and too small
button sizes to name a few.
Usability ⭐⭐ Detailed suggestions in appendix.
Branding ⭐⭐
+ Consistently applied branding in most places; modern, animated.
- Naming: Hard to relate the concepts of enjoy, HQ, and astronaut to user research.
- Domain is problematic. 3 words, doesn’t induce trust. Can be tricky to convince corporate teams.
Performance and Speed ⭐⭐⭐ + No issues on performance and speed
Reliability ⭐⭐⭐ + Works consistently and reliably without unexpected errors and lost data.
Customer Feedback ⭐⭐⭐ + 4,9/5 on Capterra, 4.0/5 on g2.com, AppStores: N/A
* Analysis based on interviews with two target users, internet reviews and personal experience on the tool. Arithmetic average used to calculate the overall score.
High-Level User Experience Analysis
Overall Score* 2,18/3

13. A customer journey is a powerful tool that makes it possible to relate the business and product performance as a
direct outcome of customer experience. It helps to understand the context of users, lower level customer needs
and opportunities. Here is a section of EnjoyHQ’s customer’s journey.
Customer Journey of User Research
Stages COMPETENCE BUILDING PRE-PROJECT COLLECT DATA
(Ongoing or ad hoc)Activities
Actions
Acquire and Train Research Expertise
Learn to Make Research …
Define Project / Define the
objectives
Research Plan / Research
Design
Recruit Users
Convey Research
Users - UX Researcher
- Product Team Members
-Product Owner, Product Executive
-Research Owner
- Researcher
- Research Owner
-Research Team
-Recruitment Agency, - Tools
- User Researcher
- Tools (survey, social media, etc)
-User Researcher
-Tools (survey, etc.)
User Goal Be able to make effective customer research Determine the most impactful
problems to question or test
Come up with a good plan of
research activities and standards
adequate for the project goal
Find the people to research
of designed criteria in
accordance with the plan
Run effective research that
generates data that addresses
the research goals and plan
Gather and collect all relevant
data for the research
User Needs Research expertise: Need to know methods,
methodologies, and different tools.
- A good understanding
business needs and problems
- Effective prioritisation
Research expertise in order to
meet the research objectives and
define plan, scope, methods…
-Find the right number of
users
-A time plan that works for
the team & users
-Right questions
-Effective sessions and tools
that generates required data
-Access to all relevant data
-Data protection
-Consistency of data
Pain-Points -Techniques, methods differ from researcher
to researcher
-Limited training providers
-Experience is key
-Vast number of possible
projects
-Prioritisation mistakes may
effect the business
-Strong experience and expertise
needed to create a plan
-No way to cross-check or
validate if plan fit to purpose
-Difficulty reaching certain
types of users
-Varying language of target
users and researchers
-Factors effecting research
outcome quality (tools,
miscommunication…
-Non-standard ways of
conveying research
-Various sources of data
-Possibility of missing out
relevant or sources
EnjoyHQ Coverage
(On a scale of 0 to 3)
Functionality Provided - Blog posts and expert interviews None Research plan template None - Template for interview scripts -Integrations for automatic
ingestion of data
-Rules to filter and group data
-Create new data/document
Remaining Pain-Points
(Opportunities)
-Guide / educate users on better research
making
-Handhold during research
-All listed above - All listed above - All listed above - All listed above -Data that does not come in
standart formats.
— Missing to include all
relevant data sources.
RESEARCH ANALYSIS POST PROJECT REPEAT
Analyze Data Create Insights Share Learnings & Discuss
Make Decisions, Apply
Learnings or Make Tests
Review Results …
Start with a new project in
pre-project phase
Details of these stages were not completed due to time limitations on the exercise.
Collect Data

14. Specification Rating (Out of 3 stars) Comments
Ease of organising data ⭐⭐
+ Possible to assign multiple tags
+ Possible to assign an observation into multiple groups.
- No other way than arranging observations in groups
- No tags taxonomy
Ease of data access ⭐⭐⭐
+ Solid search functionality, saved searches are powerful
+ Going back to the source data by clicking on the insight is superb
Extensibility (Is the tool flexible
to meet adjacent needs)
⭐⭐
+ Documents can be added manually
- No way to organize observations apart from Trello-like boards.
- Some features require to follow the tool’s way of doing
Creating Insights ⭐⭐
+ Group view to see the observations in the same category.
- No way to do affinity mapping on observations before creating certain groups.
- No place for insights apart from writing them into stories
Completeness of functionality in
addressing the user needs
⭐⭐
+ There’re features to pursue activities following collection of data. (even if not
fully satisfactory in terms of functionality)
- User journey of research shows there’re opportunities to address other needs in
all phases.
Creating and Sharing Stories ⭐⭐⭐ + Good editor fitting to various formats.
Process hand-holding ⭐⭐
+ Blog posts regarding how to effectively pursue ResearchOps
- Opportunity to hand-hold on other phases of user research
Collaboration on the tool N/A + Seems to work consistently. Feautere couldn’t be tested within this study.
Connecting insights between
research projects
N/A + There’s connecting the dots functionality, but its could not be tested.
Key Success Factors for EnjoyHQ Experience
Katherine C
Leasing Agent - Enterprise
It is relatively easy to use, but
the interface can be messy.
We use EnjoyHQ to identify common issues,
especially the highlight feature- so we can sort the
feedback in a way that is easy to read and view.
Consolidating all the data in
one location was very useful in
seeing the research as a whole,
even including the interviews I
didn't participate in.
I found the tag feature very limiting, as it almost
forces the team to think of insights starting from the
first interview, rather than letting them emerge over
time and be creative about insight groups.
When you think of new tags half way during the
research, you have to go back and tag all the
previous data, and do that for each new tag.
“Analysis” is the closest feature to affinity
diagramming. but it only functions as buckets.
you can't see just titles. There are no overlaps...
It doesn't really let you work on and experiment
with groups, it just expects you to have a
concrete idea right off the bat.
* Analysis based on interviews with two target users, internet reviews and personal experience on the tool. Arithmetic average used to calculate the overall score.
Overall Score* 2,07/3
Tolgay Ç
User Researcher
& Designer
USER QUOTES

15. By following the above guideline, if goals of
EnjoyHQ are to make sure:
• Customers are getting value of the product
• The business is growing
• Satisfactory service is delivered to users
These can be distilled down to 3 focus KPIs:
• Active Users: Displays the amount of users
actively receiving value out of the product.
(It can be formulated to users who created stories and
shared with 2 co-workers last 7days.)
• Quick Ratio: Measures healthy growth
against low churn rate.
• Renewal Rate: Signals satisfactory customer
experience and well-functioning service.
Define the goals first and set the metrics that
measure those goals best. Use a tree structure
to set a hierarchy between goals and
corresponding metrics.
Evolve goals and KPIs as business evolves.
Defining the analytical framework
Framework for EnjoyHQ
Metrics and Business Evolution
FOCUS METRICS SECONDARY LEVEL METRICS

16. • Team structure and roles
• Tech stack
• Key partners and integrations
• Important assets, intellectual properties
• Working methodology
• Deployment frequency
• Any technology limitations on scalability?
?
Questions on
Work Methodologies and Tools

17. 03
©Confidential2020
BRINGING THE PIECES TOGETHER
M.ÇAĞSUN ACEMOĞLU
Summary

18. 18
SWOT
Analysis
Utilising SWOT analysis to provide an overview
of the company.
Strengths Weaknesses
Opportunities Threats/Risks
- Possible aggressive growth of a
competitor
- Possible high-profile entrant into
the market
- Data security
- Tech-heavy business
- Sizeable target market
- Fast-growth possibility in a blue
ocean
- Addressing the unattended needs
in the user research journey and
beyond.
- Becoming an authority on making
better user research
- Utilising AI to address user needs
- Almost no differentiation from
competitors
- Low defensibility
- Low distance taken in the product
in 4 years
- Small team
- Usability and brand can be
improved
- AI capabilities provided by 3rd
party
- Established customer base
- Dedicated team
- One of the first entrants in the
market
- Working product
- GDPR compliance
- Established integrations to major
tools
- 24/7 Global Customer Service

19. EnjoyHQ Assessment 19
Additional
Questions to Ask the Team
• Please make your version of the SWOT analysis.
• What is in the product roadmap?
• What is the cost structure?
• What is the burn rate?
• How do you plan to spend the money?
• What are the biggest challenges?
• What are the biggest risks?
• If all goes well, when would you aspire to make an exit?
?

20. A
B
C
D
E
F
A - Is there a valid customer need?
B - Is the company effectively
addressing those needs? (Product and
User Experience)
C - Would people pay for this?
D - Is it looking at a big enough
market?
E - Is the company competitive
enough to win in this market?
• Team suitability
• Persistence
• Adaptability
F ) Is it aligned with our purpose and
principles?
Do we want to support this business?
Chart scoring made on the basis on the
research done for this evaluation and
information in this report along with some
assumptions. Scored on a scale of 0-3.
Final Summary
In order to make a final investment decision, leveraging the information summarised in this assessment
can be distilled down to the questions below:
Suggestion for Investment:
Why:
- Targeting a significantly sizeable
market, this is one dedicated team
that addresses it with a decent
product and there’re already some
significant clients onboard.
Next Step Suggestions:
- Improve product experience
- Verify questions in this report
- Track growth
INVESTABLE

21. 04
©Confidential2020
ADDITIONAL INFORMATION
M.ÇAĞSUN ACEMOĞLU
Appendix

22. Usability Suggestions
The Good:
+ Highlight feature
+ On-boarding walkthrough
The Bad and the Ugly:
- Navigation & Information Architecture:
- Two levels of menu on left hand side is not self-explanatory
- Terminology used in menu (inbox, search) does not represent the functionality precisely.
“Project Inbox”, “Search All” could be better choices.
- Breadcrumb menu non-existent
- Interface Elements:
- Action buttons displayed when selecting data items are inconsistent in size and style
- Not clear on what the green progress bar on the top menu represents
- Visual Design:
- Right hand side menu inconsistent with the overall design
- “Close file” and “save” buttons are incorrectly positioned
- User Flows:
- Tagging a highlight takes too many steps
- On data inbox, selected data gets dislocated after selection
- No way to go back when editing a file. Error message displayed navigating to another page.
- Too many steps to get into edit mode
- Left hand side secondary menu disappears when editing a file.

23. User Interview Script
BEFORE REVIEWING THE PLATFORM WEBSITE
- What are your biggest concerns and needs about processing and analysing collected research data?
- What would be the most valuable ways technology supported you in that process?
- What tools have you used in the past to address those needs?
AFTER REVIEWING THE PLATFORM WEBSITE - BEFORE USING THE PLATFORM
- Is the value proposition clear? Do you have a clear idea what the platform will and will not provide to you?
- Did you find anything specifically interesting or valuable?
- Are there any functionalities you expected to see but couldn't find?
- Would you be interested in trying the platform if it wasn't asked from you specifically for this exercise?
AFTER USING THE PLATFORM
- Based on your review, do you think the platform meets your needs regarding your research tasks?
- Were there any missing features?
- What are the most valuable benefits of the platform for you?
- How would you evaluate the overall user experience of the platform?
- Any usability issues or problems?
- Anything specifically well done?
- Would you consider subscribing to this platform? Why / why not?
Two user tests/interviews with target users were undertaken for this study, and this was the script used in the interviews.

24. ©Confidential2020
Thanks
mail@cagsun.com
M.Çağsun Acemoğlu