Overview

WhatsApp Business profiles are the primary consumer-to-business interaction surface — yet low-information profiles act as a bottleneck, limiting conversation starts and suppressing the monetization funnel. I led research to understand what signals make a business profile trustworthy enough to initiate a conversation.

Research Setup

• My Role: Senior UX Researcher, Core team — end-to-end research ownership
• Methods: Qualitative interviews · Behavioral probing · Comparative evaluation (Google, Instagram)
• Focus: Trust signals · Drop-off patterns · Expectation gaps by business type

Key Findings

• Trust is built through two parallel questions: "Is this business real?" and "Do others trust it?"
• Users look for social proof (reviews, ratings) and factual completeness (hours, location, catalog) before engaging.
• Incomplete profiles create skepticism that prevents the first message — the critical conversion event.

Business Goal

Profile views directly increase conversation likelihood, fueling WhatsApp's core monetization funnel.

Opportunity Areas

• Integrate social proof signals (ratings, reviews, testimonials)
• Standardise key profile fields to increase completion rates
• Surface catalogs and products earlier to make profiles feel richer and more browseable
• Research connected directly to KPIs: profile views → conversation starts → monetization

AI Workflow

Used Claude, NotebookLM, and Outset to streamline synthesis and accelerate insight delivery across multiple concurrent studies.