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GEP UXR Playbook

This guide is designed to help GEP Partners, especially those without dedicated user research (UXR) resources. We've created this guide based on our experience helping partners bring payroll solutions to market to support a successful GEP launch.

Here’s what to expect:

Gusto will provide an initial draft Ideal Customer Profile (ICP) based on internal data, past partner learnings, and vertical benchmarks.
Your team will then revise and refine this draft ICP using the research methods outlined in this playbook—interviews, surveys, internal insights, or all three—so you can build a payroll offering that aligns with your org’s market focus & customer needs.
That updated version becomes your initial ICP strategy, which you’ll use to guide MVP planning, feature prioritization, and partner positioning.
We'll guide you through step-by-step recommendations, provide templates, and examples subsequent for ICP identification and subsequent UXR phases.

Overview of the recommended process:

Ideal Customer Profile Identification (ICP)
Validating needs and priority features (Painted Door Testing)
Piloting and iterating on the solution (Task Completion and Usability Testing)
Post-Launch Churn and Feature Refinement

Our goal is to share what works, reduce friction, and provide clear support so you can move faster, with more confidence, toward a successful rollout.

What to Expect:
The ICP guide provides best practices based on GEP’s experience helping partners bring payroll solutions to market to support a successful launch. Inside you’ll find data and templates shaped from past partner learnings and vertical benchmarks.

Actions to Take:
Your team will use the guidance and templates provided to draft your own ICP using the research methods outlined in this playbook—interviews, surveys, internal insights, or all three.

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GEP UXR Playbook

Getting started

Developer tools

Gusto Flows (Pre-built UI)

React SDK

Companies

W2 Employees

Contractors

Payrolls

Reports

ACH TRANSACTIONS

Time Off

Product Partnerships

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