Client
Microsoft
Service
User Research
Date
Context
Microsoft runs customer support through official social media channels under the @MicrosoftHelps name, with a presence on X, YouTube, Instagram, and Threads. Microsoft wanted to know whether those channels were reaching Gen Z, who expect an active brand presence and quick answers. Microsoft also asked which accounts to phase out and which to continue investing in.
Problem
I proposed structuring our research in three layers: a foundation of secondary research and benchmarking against Apple, Samsung, HP and Dell, plus five sponsor sessions on Microsoft's own metrics; two surveys, a 43-respondent preliminary survey that surfaced YouTube, Reddit and TikTok as leaders, followed by a 78-respondent platform-by-platform survey; and live workshops, including 5-second testing on unlabeled feed content and a card-sorting activity ranking platforms and thumbnails.
This structure shaped the rest of the project. When the sponsor asked us to broaden the participant pool after our preliminary survey, we adjusted distribution for the follow-up and reached a larger sample.
Approach
I proposed structuring our research in three layers: A foundation of secondary research and benchmarking against competitors (Apple, Samsung, HP, and Dell), while adopting Microsoft's own metrics.
Solution
Delivered a research report, low-fidelity redesigns and a platform-by-platform content strategy across seven platforms: YouTube, X, Instagram, Threads, LinkedIn, TikTok and Reddit.
**Due to an NDA, I am unable to directly share research results, curated solutions, or findings at this time.
Impact
Our team gave Microsoft a research-backed answer to a lingering resource issue the support team had: Where to invest, where to hold back, and uncovering new opportunities for media outreach. The recommendations trace back to our research process and results, where the Microsoft team has begun implementing our findings into their current media platforms.
“It’s been incredibly rewarding to see our suggestions brought to life… It’s exciting to hear that these changes are already driving positive results.”