Sigma was mainly sold to data teams. But it sought to expand its market to include non-technical (business) users. Which departments or roles should it target? 


Find out what qualities correlated to high Sigma usage for existing business users. Then check that against non-customers of similar profiles.  ​


We IDed several departments and use cases.

  • Ops Directors managing logistics

  • Marketers optimizing campaign spend

  • PMs tracking product performance


These business user traits correlated to more Sigma usage 


- Surveys of existing customers (100)

- Interviews with existing customers (40+)

Intermediate to advanced Excel skills and basic SQL knowledge mapped to greater Sigma usage. However, expertise in Excel mapped to some struggles in Sigma. Also correlated to Sigma usage were certain departments and roles, e.g. Product Managers, Directors of Operations. They tended to either have a better understand of how data works in broader terms, or had a mindset to figure tasks when they got stuck in Sigma.

Identify departments and roles, then use cases 


Once we identified top departments and roles we identified what use cases were important to those departments. Then we looked for overlap with use cases that users struggled to address with other tools. This is what we found:

  • Ops Directors managing logistics

  • Marketers optimizing campaign spend

  • PMs tracking product performance

We then ran these by non-Sigma users in the relevant departments.


Determine existing users pain points in Sigma 

To sell to business users in the future we also needed to know where current business users struggled in Sigma. We captured these in the surveys and interviews mentioned above.

Their pain points included:. 

  • How data worked differently in a database vs spreadsheet (column vs cell-based data etc)

  • How to organize their data for the kind of analysis they needed

  • ​Initial creation of visualizations

These findings helped prioritize upcoming UX projects. But in the short term we needed to help business users address these in the current product. Now that we had the broader understanding we could dive deeper into individual use cases. See Sigma: Selling to Marketers