Project 1: Iterative Usability
Project Highlights
ROLE: UX researcher
Led planning, moderated, assisted with analysis, assisted with reporting, created wireframe mockups, presented to executives
METHODS: Evaluative research, mixed-method, interviews, iterative usability testing, survey, lab-based / remote moderation
OUTCOMES: Improved usability, enhanced experience, increased engagement
TOOLS: Microsoft Office, usability lab (in-person sessions), Zoom (remote sessions)
SKILLS: Strategy, research, data analysis, wireframing, client management, stakeholder education, executive presentation
Overview
CLIENT: Financial services firm
PROBLEM: The company was looking to increase enrollment in their supplemental group benefits such as accident insurance, critical illness insurance, term life insurance, and hospital indemnity insurance. To do this, they created an educational website with a quoting and recommendations tool to both educate and recommend products based on inputs from the user.
Over the course of five years, I conducted nine, iterative usability studies solely on the website and two additional studies as part of a larger flow. In each of those studies, they looked to evaluate the site to understand the following:
- General usability including ease of use, content impressions, understanding, navigation, and flow
- Overall experience including value, mindset, trust, and engagement
TEAM: Our consulting team consisted of a project / recruiting manager, UX strategist, and UX researcher (me). The stakeholder team consisted of a UX designer, product owners, business owners, development, marketing, legal, and executive leadership.
DELIVERABLES: Overview report of findings, recommendations, comparative examples, and wireframe mockups
Strategy
To best understand the participants' experience during each 75-minute evaluative research session, I decided to use a mixed-methods approach:
- Interviews: At the start of each session, I spent the first 5-10 minutes interviewing the participant. The information gathered was used to identify the initial context, past experience, and future wishlist of the participant. While the information was not analyzed for the report, it informed the moderator and project team and set the direction for the session.
- Iterative Usability Testing: During the sessions, I followed a more traditional usability study format to observe their behaviors going through the site and to probe their experience.
- Survey: At the end of the session, I asked each participant to fill out a short questionnaire with rating questions and feedback so we could assess their overall sentiments about the site experience. Due to the number of participants (10-12 per study), the results from the survey were reported as directional feedback in a visual format.
Each subsequent round of research was based on the findings and recommendations from the previous rounds and updated accordingly. Newly added features and content were also assessed as relevant.
Timeline
Outcomes
Improved Usability
Increased Engagement
Enhanced Experience
- During the round 1 study, we discovered the site was very difficult to use with many not understanding its purpose.
- By the final study, the insights and recommendations I provided to the team were used to make the site seamless to use and well-understood.
Enhanced Experience
Increased Engagement
Enhanced Experience
- The initial site experience was frustrating to users and did not inspire confidence in the recommendations.
- The updated site experience after the nine rounds of research was deemed enjoyable by users with many trusting the recommendations.
Increased Engagement
Increased Engagement
Increased Engagement
- During the first round of research, many indicated they would have abandoned the experience due to not appreciating the value of the site.
- By the ninth round, participants were highly engaged in the site and wanted to share it with others.
Reflection
- Set up a plan for iterative research studies so the team has enough time to make all of the necessary changes between rounds, but it still is early enough to impact future iterations of the site.
- Ensure context for the experience is as realistic and natural as possible and does not rely solely on moderator explanations.
Copyright © 2023 Jennifer Flom - All Rights Reserved.
Powered by GoDaddy Website Builder
This website uses cookies.
We use cookies to analyze website traffic and optimize your website experience. By accepting our use of cookies, your data will be aggregated with all other user data.