The brief was to solve how Homer as an app should use data for growth. Our team debriefed to see that we should put the focus on defining their target group and market a new brand storytelling that would resonate more with their audience and provide growth focusing on the three first parts of the AARRR funnel (Acquisition, Activation and Retention).

We researched the Homer users through qualitative and quantitative research, finding out the users demographics, psychographics and what the most valuable features of the app where. We defined personas and could also lay the foundation for how they should use our way of conducting research to gather data for improving the UX of the app. 

From the research we could create brand storytelling concepts that could be used in their marketing, focusing on who a Homer users is and what they find valuable in the app.