Learn how FORM uses Lyssna to validate product and marketing decisions through fast, actionable customer insights.
We speak with Blaze Jemc, Director of eCommerce at FORM.
Summary
Explore how LocknCharge improved their product navigation and user experience by integrating Lyssna into their testing process.
FORM is revolutionizing swim training by embedding real-time data directly into smart goggles. Designed for triathletes and fitness swimmers, the goggles — paired with the Premium coaching platform — empower athletes to swim faster, more efficiently, and with greater motivation.
In his role as Director of eCommerce at this fast-paced startup, Blaze Jemc transforms customer insights into strategic marketing and product decisions. He shares how Lyssna has helped FORM streamline research, and fuel business growth with actionable, high-quality insights.
Challenge
When discussing the challenges faced by FORM, Blaze identified three key factors that ultimately led the team to seek out a user research solution.
The first was internal bias. With a team rich in expertise — from Olympians to professional swim coaches — conflicting opinions often arose about which marketing strategies or product features would resonate best with customers.
"What I think and what my colleague thinks doesn’t matter if it’s not in line with what our customers expect," explained Blaze
Another critical factor was speed. In a lean startup environment, time is of the essence. Blaze emphasized the need for a research tool that allowed them to move quickly, stay aligned with product and marketing cycles, and embody their internal "learn fast, act fast" value.
Lastly, Blaze recognized the need to gather regular customer feedback. Rather than relying on external audiences for every test, he wanted to foster a direct feedback loop with FORM’s community of triathletes and swimmers — ensuring access to highly relevant, targeted insights month after month.
Solution
After experimenting with various research methods, Blaze and the FORM team chose to adopt Lyssna for its ease of use, rapid research capabilities, and affordability.
"One of the biggest benefits of Lyssna is how quickly we can set up and launch tests without much overhead — you don’t need a lot of handholding or to read tonnes of support articles."
Blaze Jemc
Director of eCommerce at FORM
“We’ll recruit through the panel, do a set of testing, refine it, and then do that same test to our list which is more specific, to double-check everything.”
Recruiting participants through Lyssna’s research panel also simplified their user interviews, freeing up time for the team to focus on product development rather than the logistics usually faced with manually setting up user interviews.
One of their first initiatives was launching "First Wave," a dedicated community of approximately 160 highly engaged swimmers and triathletes representing FORM's target market. Using Klaviyo to distribute Lyssna-built surveys and usability tests, this specialized group provides FORM with consistent, high-quality feedback.
Gather high-quality customer insights faster
Lyssna makes it easy to recruit participants, run tests, and refine your ideas with real feedback. Launch studies in a day and move forward with confidence.
“We could create structured customer validation instead of just relying on assumptions — Lyssna made that possible."
Using Lyssna’s intuitive interface, Blaze and his team could easily design and distribute a wide range of tests, often launching studies within a single day.
With Lyssna supporting every stage of the research process, FORM gained a powerful system for consistently gathering high-quality customer insights without heavy costs, delays, or complicated tools.
Results
The impact of adopting Lyssna was felt almost immediately. FORM could back ideas with real customer feedback, and quickly saw the effects across their marketing efforts.
One of the first major initiatives using Lyssna was a campaign focused on expanding their user base. The marketing team wanted to attract more swimmers to the smart goggle platform and needed to determine which lead generation offer would be most compelling.
Using Lyssna’s preference testing feature, they tested different creative directions to identify the messaging that resonated strongest. The winning concept was clear, helping the team move forward with confidence.
"Not only did we see better engagement — it translated into sales."
Blaze Jemc
Director of eCommerce at FORM
Guided by these insights, FORM launched the winning campaign and quickly saw strong engagement metrics:
80% of visitors who landed on the campaign page interacted with the experience — many engaging multiple times.
Email click-through rates climbed to 1.5% for prospects and nearly 4% for existing customers — significantly higher than FORM’s typical averages.
Users who engaged with the campaign were also more likely to make a purchase during subsequent marketing efforts.
+89% longer average engagement time
3.4x more sessions per user
+27% higher engagement rate
Beyond driving immediate results, testing with Lyssna also helped FORM improve how they communicated internally. By presenting clear, customer-backed data, including survey results, graphs, and quotes, Blaze and his team were able to align stakeholders quickly and make confident, customer-centered decisions.
Decide with confidence
Drive your growth with customer-backed insights — just like FORM did. Sign up to Lyssna today and start making faster, smarter decisions that drive real results.
"Having real customer data — graphs, quotes, numbers — really helps sell ideas to leadership."
With Lyssna integrated into their workflow, FORM now has a reliable, repeatable way to validate ideas and keep their customers at the center of every decision.
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