Based on the research questions, recruitment of users and semi-structured interview's discussion guide was prepared.

12 units of a product users and non users were recruited belonging to UK based SMEs.

For analysing the user interview data, Indi Young's data synthesis approach was followed. The analysis was also done based on insights for different user cohorts and the final insights sharing also gave certain How Might We questions to ideate upon. Some of the key insights that we got from the interviews were around: 

SMEs are concerned about cyber attacks and

cybersecurity is a management priority.

However, smaller SMEs without dedicated IT

teams often perceive cybersecurity as less

important when busy. Some SMEs with basic

security are worried, while others feel

confident using the same systems as

competitors. And, providing a list of existing

customers can help build assurance for

choosing BT as a vendor.

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From the user interview insights, a Jobs to be done (JTBD) framework was created alongside HMW questions distribution across the user journey. These were used to ideate upon. 

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JTBD focused on: when trying to..in this situation..people struggle to.. and want to feel and be perceived as..