01
CONTEXT
Convert.FAST is an online file-conversion product with a strong bulk-processing workflow. Its product capabilities include high-volume file conversion.
02
COMMERCIAL PROBLEM
The product was capable of handling a meaningful bulk-conversion job, but the first-screen story did not communicate that capability as strongly as the product itself delivered it.
03
DIAGNOSIS
The product was more capable than the hero made it appear. The opportunity was to make the primary job-to-be-done explicit: fast bulk file conversion.
04
STRATEGIC DIRECTION
Move from generic file conversion toward bulk processing, speed, explicit workflow and explicit output. Make the job concrete: upload many files, process them quickly, receive one usable output.
05
IMPLEMENTATION
The founder implemented a hero direction based on the recommended positioning. The resulting direction centered around: Bulk File Conversion. Fast. And: Drop up to 1,000 files. Get one ZIP back.
06
OUTCOME
The hero became more specific and aligned the product’s strongest capability with a concrete user job.