Kurly Log Team Resets Product Roadmap After Interviewing 29 Customers at Food Festa

Kurly Log team, part of Kurly's product organization, took part in the 'Kurly Food Festa' held in July 2023 to conduct offline customer research. Engineers and designers directly met and talked with customers using the GOOB (Get Out Of the Building) approach, identifying users' needs and pain points through real observation rather than data-based guesswork.

How the On-site Research Was Conducted

Team members met a total of 29 people across two interview types—in-depth interviews with referred customers and on-site interviews with visiting customers (13 referred customers, 16 on-site customers). Interviews were conducted in pairs. For referred customers, who were recruited in advance, the team gathered feedback for about 30 minutes on 6 features that had been ideated internally. For on-site interviews, instead of a fixed questionnaire, the team held face-to-face conversations centered on key questions designed to minimize burden on the customer.

Key Insights and Roadmap Impact

The interviews revealed that only about 1 in 10 users were aware of Kurly Log, confirming that expanding awareness should take priority over retention. The team also discovered various usage patterns—such as PC-only users and family-account users—that existing data had failed to capture. These qualitative insights were combined with ideas from the team's internal hackathon (Hack Day) and went through a scoring process, which was used to reset the second-half product roadmap and feature priorities. The engineers realized the limits of analyzing numbers in a meeting room, emphasizing that observing real users is essential for both development motivation and accurate hypothesis validation.