Research & Insights

One of the initial challenges I faced was the lack of understanding of the importance of user research & insights from within the organisation. I required quick quantifiable research methods that I could use to make informed design decisions and convince key stake holders.

I ran a workshop with colleagues and execs who were used to dealing with customers queries day in day out. The goal was to understand the users high-level pain points and gain a deeper understanding.

I used a combination of empathy and affinity mapping to find high-level themes. These workshops also helped bring a sense of cohesion and importance to the wider project.

Analytics & Insights

I was fortunate to get access to VWO earlier on in the project. Through VWO, I ran heatmap and clickstream tracking and an in-app feedback survey which collected over 300+ responses from everyday users. I also analysed Google analytics data to help understand red routes and goal completion.

Prioritising Efforts

We had to weigh up engineering time and effort and look for quick wins. I got the whole project team together and at a high-level we prioritised what we could tackle within the project timeframe.

IA & Rapid Prototyping

I ran a card sorting workshop with key stakeholders and leaned on our research findings to improve terminology and navigation.

With the project timeframe in mind, I was keen to get to work creating low-fidelity prototypes and start testing new concepts.

For speed, I used Whimsical to collaborate and prototype ideas – focusing on functionality and usability. We worked through many iterations of ideas and tested interactive prototypes with users in Invision.