About Float

Float.com is a resource management tool used by 4,500+ teams like Atlassian, Scholz & Friends, WPP, and Instrument. 

The challenge 

The “Who Uses Float?” section has not been updated since 2020, and it was siloed from existing sales and marketing materials.  

My approach

Finding the right customers

Working with the sales, marketing, and customer success teams, I created a list of customers to contact.

I created outreach, follow-up, and instruction templates to reduce the time spent contacting people. 

I kept a record of the customers I contacted, with the contact’s name, role, company, status, and notes/comments in Notion. In total, I contacted about 50 people, 12 of whom booked a call. 

Crafting the questions 

I collated questions to help me understand the customer’s state before Float, focusing on their buying triggers. I also had questions targeted at the discovery and trial process. There were specific queries about the results after making the switch. 

Running the calls

The set-up for the call was simple. Interviews were recorded on Zoom. I also used a tool called Marvin to ensure we had a backup video.

Instead of trying to stick to the script, I let curiosity lead the way, and it helped me uncover some interesting angles.

Drafting the case studies 

I rewatched the interview recording several times, trying to find the angle. 

For a majority of them, I followed this structure: 

• Identify the challenges, e.g. error-prone spreadsheets

•  Find the trigger, e.g. finding out about lost profits 

• Pinpoint why they chose Float, e.g. automated timesheets

• Discover the process of switching, e.g. data migration

• Find out bumps in the road, e.g. convincing decision makers 

• Look for emotions, e.g. relief or joy

• Identify quantifiable results, e.g. 90% adoption of time logging up from 40%