Finding barriers to conversion

Yunmie Kim, founder of StoryTribe, wanted to understand what really makes users convert into paying customers. Her visual storytelling platform helps teams sketch ideas instead of describing them, and she needed to know why users upgrade, how they discover the product, and what slows them down.

For most early founders, that kind of research is expensive and time-consuming. Hey Juno made it possible to get the same level of depth quickly and at a fraction of the cost. It helped Yunmie make confident product decisions early, when timing mattered and resources were tight.

The StoryTribe team needed to understand why people upgrade, how they use the product day to day, and what would increase their conversion rate.

Yunmie set five objectives:

1. 1. Identify how users first discover Story Tribe and their initial motivation to try it.
2. 2. Find the pain points users hoped Story Tribe would solve.
3. 3. Map how paying users fold Story Tribe into their workflow.
4. 4. Uncover the triggers and value drivers that justify paying for a subscription.
5. 5. Capture what users still need, including features worth paying more for.

The team had already completed 15 in-depth interviews with a UX researcher. They used Juno alongside those sessions to reach more people, faster, and at a lower cost.

Many of our customers use Juno this way, complementing expensive, slow interviews with fast, cost-effective ones. It gave StoryTribe stronger signals without the delays of another full research round.

Yunmie said it felt like having a researcher on her team, but without the delay or cost of traditional interviews.

Yunmie set up an asynchronous study in Juno and invited paying subscribers via email. The study focused only on active, paying users to get clean signals on value drivers and willingness to pay. She offered gift cards as an incentive.

Two practical benefits stood out:

1. 1. Global reach without heavy coordination. Juno handled interviews across time zones automatically. One participant completed their interview in another language, and the platform translated it in real time. This would have taken weeks to coordinate manually.
2. 2. Scale that complements human depth. Yunmie's team had already run live qualitative interviews. Juno added scale. Within days, they captured consistent patterns and unexpected insights that traditional interviews might have missed.

Setting up the study took minutes and Juno made it easier to ask, slice, and pull quotes for reporting later.