An amazing amount of information already existed (qualitative and quantitative) but not all aspects of the User Centered Design approach had been covered. My team lead suggested that as a way to get to know our product better I should fill in the gaps.
EXISTING RESEARCH:
+ Personas
+ User Scenarios
+ Process Flows
+ User Journey Maps
+ Google Analytics
+ Hot Jar screen recordings
+ Personas
+ User Scenarios
+ Process Flows
+ User Journey Maps
+ Google Analytics
+ Hot Jar screen recordings
MY CONTRIBUTION:
+ Content and Usability Heuristics Audit
+ Competitor Analysis
+ Site Map
+ Stakeholder Interviews
+ User Testing
+ Content and Usability Heuristics Audit
+ Competitor Analysis
+ Site Map
+ Stakeholder Interviews
+ User Testing
Content Audit Spreadsheets
GOAL - Get to know the product and evaluate it's usability
HOW - A spreadsheet where every page had the following information documented:
Navigation title: Link title in the main navigation
Page name: The displayed page title
URL: Displayed the URL
Comments: Notes and things to remember
Content hierarchy: Relationship of the content items
Usability heuristics: eg keeping user informed at each step
Page name: The displayed page title
URL: Displayed the URL
Comments: Notes and things to remember
Content hierarchy: Relationship of the content items
Usability heuristics: eg keeping user informed at each step
OUTCOME
Even though a content audit can be a time consuming, big boring spreadsheet I benefitted HUGELY from having a comprehensive list of all the content and was able to understand this new product I was working with in more depth. Additionally I could identify all kinds of relationships in the content for example when the user switches from one flow to another. This wasn't something that benefitted the end user but helped me lay a foundation for the rest of my research.
Even though a content audit can be a time consuming, big boring spreadsheet I benefitted HUGELY from having a comprehensive list of all the content and was able to understand this new product I was working with in more depth. Additionally I could identify all kinds of relationships in the content for example when the user switches from one flow to another. This wasn't something that benefitted the end user but helped me lay a foundation for the rest of my research.
Competitor Analysis More spreadsheets
Firstly a refresher of our users - bring out those personas!
Why personas before competitor research? Personas define the users needs and motivations and help to understand the context and problem space they are in and because...
we want to look at the competitors' solutions from the users perspective.Why personas before competitor research? Personas define the users needs and motivations and help to understand the context and problem space they are in and because...
Direct competitors who offer the same, or a very similar, set of features, solving a similar problem for a customer base that we are targeting as well. Indirect competitors solving the same problem but for a different customer base.
WHY?
To understand what features are being offered and how they solve similar problems to ours. To understand common patterns and behaviours within the industry. To know the strengths and weaknesses of our competition.
GOALS AND SCOPE
What are the “star” features of the competitor product?
What is the visual structure and user interface of their apps? (user interface and interaction)
What information is required from the user, how much and what is optional
At what point in the user flow is the compensation amount communicated (if at all) to the user
To understand what features are being offered and how they solve similar problems to ours. To understand common patterns and behaviours within the industry. To know the strengths and weaknesses of our competition.
GOALS AND SCOPE
What are the “star” features of the competitor product?
What is the visual structure and user interface of their apps? (user interface and interaction)
What information is required from the user, how much and what is optional
At what point in the user flow is the compensation amount communicated (if at all) to the user
OUTCOME
usp for Flightright
usp for Flightright
GOAL - problem discovery:
Discover pain points/UX issues on mobile devices
What is clear & what is confusing
Discover pain points/UX issues on mobile devices
What is clear & what is confusing
SPECIFICATIONS:
+ Conducted onsite
+ Moderated with scenario & task based test, think aloud protocol
+ Tested on a Mobile Device with live website
+ Capture 3 different angles of the participant; facial expressions, hand gestures and mobile screen.
+ 5 Participants with money as the incentive, agency to screen participants who fit our target audience.
+ Conducted onsite
+ Moderated with scenario & task based test, think aloud protocol
+ Tested on a Mobile Device with live website
+ Capture 3 different angles of the participant; facial expressions, hand gestures and mobile screen.
+ 5 Participants with money as the incentive, agency to screen participants who fit our target audience.
All prior user testing at Flightright had been conducted on a desktop. This was the first time mobile devices would be used instead. We invested in some new tech to record users hand gestures whilst completing the tasks. A pilot test was essential and proved useful to test out the new tech set-up.
RESULTS:
+ The mobile experience is confusing, clumsy and often broken
+ The CTA’s, info tips and main questions were often below the fold
+ Users get rejected claims from unknowingly entering wrong information
RESULTS:
+ The mobile experience is confusing, clumsy and often broken
+ The CTA’s, info tips and main questions were often below the fold
+ Users get rejected claims from unknowingly entering wrong information
What I found really interesting about the results is that they were specific only to mobile devices. From previous testing on a desktop with similar test/scenario/tasks - desktop pain points are dramatically reduced and were different than that on Mobile. Not great if 62% of your users are on Mobile Devices.
I was asked to present my findings to C level management then in the following days the unanimous decision was made to redo our claim check with a mobile first approach.
I'm working hard to include more of my user research process (true story).
Come back soon to see some updates.
Come back soon to see some updates.