The challenge

Back Up is a charity that works with those affected by spinal cord injury. It inspires people affected by spinal cord injury to get the most out of life.

Clarasys went to help Back Up as part of a pro-bono project conducting user research led to gain richer insights to be fed into Back Up’s May 2020 strategy. This project enabled the organisation to gain insight into how they could expand their pool of service users and how to tailor their services to meet those users’ needs.

How did we help?

With the aim of collecting data from a varied population, we segmented the Back Up user pool using a framework based on variables that distinguished a set of personas.

Utilising the segmentation to understand which group we wanted to contact first, we reached out to users and conducted telephone interviews and focus groups with them. Questions and activities conducted during those, aimed to solve the challenge.

Through the analysis of the insights gathered by the user research, the team created a report that highlighted how Back Up could reach its strategic objectives through a series of recommendations. Additionally, the report included a list of quick wins in regards to how the organisation could improve its customer experience.

What our client had to say.

“You judged perfectly how to engage us so we got the value we needed but our business
wasn’t disrupted.”

Nicola Smith, Director of IT and Facilities, The Children’s Trust.

Benefits

  • List of recommendations to help Back Up achieve strategic objectives for 2025
  • List of roadmaps with detailed activities and tasks to take over to address proposed recommendations
  • Proposed an agreed future state operating model, highlighting benefits from an operational and strategic standpoint
  • Final report included a list of detailed insights gathered from users throughout the project
  • Report to highlight how Back Up user pool is segmented and where the contact gaps are