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 depts and use cases.

  • Ops Directors managing logistics

  • Marketers optimizing campaign spend

  • PMs tracking product performance

These business user traits correlated to more Sigma usage ​

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. Directors of Operations and PMs. They tended to have a better understand of how data works in broader terms and/or had a mindset to figure out tasks when they got stuck.

Sigma Users Expertise Graphic

From: Surveys (100) and interviews (40+) with existing customers

Identify departments and roles, then use cases 


Once we identified top departments and roles we identified what use cases were important to people in those departments. Then we looked for overlap with use cases that users struggled to address with other tools. These are the use cases we identified:

  • 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. And I highlighted them in ux diagram here. 

Sigma User Pain Points Graphic

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 kinds 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.