Many companies invest in digital solutions to support their professional users, yet these tools are often underutilised. Even though when technically advanced, they may not fully meet the needs of certain user groups, leading to quick abandonment or limited integration into daily workflows. The challenge was to identify the different user types and analyse the reason behind their early disengagement.

A mixed method approach was adopted, combining quantitative data analysis with qualitative insights from existing interviews provided by Biral AG. The project examined usage patterns and marketing activities, analysing the customer journey, pains and gains and competitive solutions. This integration of methods enabled the development of actionable recommendations.

The research study provided Biral AG with detailed information about modern digital engagement patterns and specific obstacles that prevent adoption. The delivered strategy supports the company’s innovation goals by making digital tools essential components of professional work routines. The company establishes a solid base for connected services expansion while maintaining its position as a reliable digital solutions partner. The research provides general information about current user engagement behaviours and the main factors that lead users to disengage. The research findings led to the creation of an action plan, which concentrated on improving awareness, onboarding processes and user engagement. The implemented measures will boost tool relevance and enhance professional workflow integration while supporting sustained digital innovation. Finally, the study serves as a general exploration that establishes a solid base but requires additional data-driven analysis to obtain detailed insights, which will direct future strategic choices.