Started digging into user behavior data last quarter and found our assumptions were completely wrong.
Turns out our power users weren’t who we thought they were. Had to completely flip our feature priorities based on what different segments actually needed.
Wondering how others approach this kind of roadmap pivot when the data conflicts with gut instinct.
Had this exact problem with a travel app. We thought heavy browsers were our target and wasted 6 months building features for daily users who never actually booked trips.
Turns out our real money came from people who used the app twice a month but spent $200+ each visit. Completely backwards from what we assumed.
Now I map the entire funnel first. Focus on who actually completes your main action, not who just looks engaged. The quiet users often make you the most money.
When gut instinct fights the data, I build small features for both sides and A/B test them. Better than gambling your whole roadmap on either feeling or numbers.
Segment by what users actually do, not who they are. Track which actions drive retention and payments. Your quiet users often convert way better than the ones constantly hitting up support. When your gut says one thing but data says another, run small tests on both before you commit to major changes. I’ve watched teams burn months building features for loud complainers instead of the users who actually pay.
Many find this too. I focus on revenue per segment rather than usage patterns. Often, the users who don’t engage much are your best payers. Trust the data. Building unwanted features can waste resources.
Same thing happened to us. We switched from tracking engagement metrics to actual conversion paths.
Data can surprise you. Adjust your focus accordingly.