How can ProQuest improve its RefWorks citation management tool to streamline the research process for students?

Introduction

To improve ProQuest's RefWorks citation management tool for streamlining the research process for students, we need to conduct a comprehensive analysis of the current product, user needs, and market landscape. I'll approach this challenge by examining user segments, identifying pain points, generating innovative solutions, and proposing a strategic implementation plan. Let's dive in.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking RefWorks might be facing competition from newer, more user-friendly citation tools. Could you share insights on RefWorks' current market position and its primary competitors?

Why it matters: Determines if we need to focus on catching up with competitors or innovating beyond them. Expected answer: RefWorks has a strong institutional presence but faces competition from tools like Zotero and Mendeley. Impact on approach: Would influence whether we prioritize feature parity or unique differentiators.

• Considering the evolving research landscape, I'm curious about the cross-platform usage patterns. How do students typically interact with RefWorks across devices (desktop, mobile, tablet) and integration with other research tools?

Why it matters: Helps identify potential gaps in the user experience across different platforms. Expected answer: Primarily desktop usage with limited mobile adoption. Impact on approach: Could lead to focusing on improving mobile experience or enhancing cross-device syncing.

• Given that we're looking to streamline the research process, I'm wondering about the current user behavior and pain points. What are the most common tasks students struggle with when using RefWorks?

Why it matters: Pinpoints the areas where improvements will have the most significant impact. Expected answer: Students struggle with importing citations from diverse sources and formatting bibliographies. Impact on approach: Would guide our focus towards improving specific features like citation import or bibliography generation.

• Thinking about the product lifecycle, where does RefWorks currently stand, and what key metrics are driving this improvement initiative?

Why it matters: Helps align our strategy with the product's current stage and business objectives. Expected answer: Mature product with a focus on user retention and engagement metrics. Impact on approach: Would emphasize enhancing existing features and improving user satisfaction over adding new functionalities.