Case Detail

Case Summary

PageWell 2.0: Using Customer Research for Product Development

Case Number: 5-213-254, Year Published: 2014

HBS Number: KEL803

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Authors: Mohanbir Sawhney; Pallavi Goodman

Key Concepts

Information Technology, Market Research, Product Development, Product Management


PageWell, an e-reading platform provider, was preparing to launch PageWell 2.0 to the larger full-time MBA student market after a successful trial of PageWell 1.0 in Executive MBA (EMBA) classes at the Kellogg School of Management. Research had shown that full-time MBA students would be very interested in using products that allowed electronic access to course materials everywhere and across many platforms and that allowed electronic note-taking and storage. To better understand this user group, PageWell conducted a market research survey of students, faculty, and administrators to gauge their needs, preferences, and potential interest in the PageWell product. The study revealed that MBA student usage patterns, scenarios, and behavior varied significantly from EMBA student needs and perceptions. PageWell now had the task of prioritizing the product requirements and recalibrating the market requirements document to more accurately reflect student needs and thus create a viable product.

Learning Objectives

After students have analyzed the case, they will be able to:

  • Use customer feedback to help define requirements for a new product
  • Understand the role of personas and scenarios in defining requirements
  • Understand how to use scenarios and scenario templates to derive scenario implementation requirements
  • Understand how to prioritize scenarios based on customer, company, and competitive criteria
  • Write a market requirements document for a next-version technology product

Number of Pages: 27

Extended Case Information

Teaching Areas: Strategy

Teaching Note Available: Yes

Geographic: United States

Industry: Technology

Organization Name: PageWell

Decision Maker Position: Product Manager

Decision Maker Gender: Male

Year of Case: 2010