Chief Product Officer
Working closely with MESH01, Skip and the Kizik team were able to quickly gather ideal target customers in the MESH01 product tester community and distribute new, existing, and even comparative products to get a full view into what consumers feel and think about the Kizik shoes. This program-level product testing approach gives Kizik both an instant read on the strengths and weaknesses of a product as well as the ability to go deeper into detailed feedback and gather insights from numerous testers.
Leveraging MESH01, Kizik set out to test their best-selling shoe in order to generate feedback that would allow them to pinpoint specific areas for potential improvements. Working with their MESH01 Customer Success Manager who helped to fine tune test design and surveys questions, Kizik was able to generate objective constructive feedback that goes beyond casual ‘friends and family’ testing. The data was crystal-clear, and the product development team was able to get extra context where needed, including: Testers wanted more outsole traction
From here, Kizik made it a company priority to improve on these areas and quickly reworked this model. After the new product launch, Kizik saw return rates amongst the lowest in the footwear industry.
In Skip’s words, “You have to have the nerve to put your product out there in a neutral test. Utilizing MESH01’s methodology, Kizik was able to ask the hard questions and identify the right direction for continued success.”
In addition to generating actionable insights against their core testing objectives, Kizik has also found additional value in unanticipated findings as well. A recent example of these types of incremental outcomes is a strongly-supported identification of the application of their technology in kids’ footwear. Through product testing with the MESH01 community, Kizik discovered just how important and impactful this technology was perceived to be by parents of young children.
For Skip and the Kizik team, this information was intuitive, but Skip pointed out that, “The feedback was off the charts” and that their hands-free technology would give kids an exciting sense of independence. While this insight is critical for the product team to know that they are on the right track, it’s also game-changing for the marketing team as they geared up to launch this new segment of business.
Today, Kizik relies on MESH01 product testing when developing a new product. It not only helps the product to be the best possible, but it also gives the marketing and sales teams insight into the unique selling propositions for each style. For Kizik, programmatic product testing through MESH01 is now part of standard operating procedure for all new product development.
At MESH01, we’re delighted to provide the level of support that can so often be game-changing for our customers. Kizik has used the product experience feedback data they have generated on the MESH01 platform to make challenging and important business decisions that are now paying off with strong revenue growth.
Giving Kizik and other brands the confidence that comes from really knowing how consumers experience a product, and understanding how each new concept or product stacks up, are great additions to every brand’s toolbox.
This case study was coauthored by: Glen McKibben, International Strategic Brand Consultant