How do people actually use our website/app?
Project timeframe: 6-10 weeks
As designers and product managers, it can be easy to get caught up in your work – making modifications and new features at the request of various voices from inside your organization, or even the feedback from a small, but vocal, set of users.
But, how are your users actually using your site/app/product? What usability issues are there in your product? And how can you learn all of this without biasing your own research?
Through speaking with your actual users and using various qualitative research methods, we can answer your questions and share insights that your organization can use for years to come.
The Logic Department team communicates clearly, quickly, and highly effectively with my entire staff and that, in turn, solves my problems. I don't have to project manage anything and that might be the best part; I just "set it and forget it" and can count on them to deliver.
Partner, Blueprint Summer Programs
What your organization is struggling with now:
- You know your site’s content and aesthetic design is good but the interface is “not working” – it’s still confusing to users.
- Your site feels outdated and hard to navigate. Users can’t find information easily and are needing a lot of hand-holding and guidance.
- You have analytics data, but no context of who your users are and how they’re using your site on mobile apps and browsers. You need a stronger user profile.
- Your site has a lot of traffic, but people come and leave quickly without exploring further.
- Your design team has been designing against internal requests and tickets, but they’d like to have more universal user knowledge to make fixes before complaints come in.
- Internal teams are constantly arguing about who the user is and what they do on the site.
- Some stakeholders assume they represent your “users” and present their opinions as “user insights.”
Benefits and Results of User Insights
This process can help your organization:
- Understand how and in what context your product is used.
- Understand which improvements to layout and design will improve user experience of a site or app.
- Determine priority features for the next fiscal year.
- Save time internally that would normally be spent arguing about what users want.
- Save resources on building products or features that your actual users aren’t interested in.
User Insights can result in:
- Increased time-on-site and lower bounce rates.
- Improved brand perception via improved user experience.
- User feedback that’s untainted by internal politics.
- A more efficient and pleasant experience for your users.
We work with your team/stakeholders to identify the research goals and largest questions, then identify the key users that will need to be recruited for input.
These goals and questions are translated into a semi-structured interview approach that can be used in tandem with reviewing your site with the user.
We recruit test participants based on your team’s existing understanding of users, based on Step 1 of this process.
We conduct interviews or testing sessions with the users, allow your team members to observe the sessions, and gather insights.
We analyze sessions for key takeaways and develop a summary of insights.
We compile a document outlining our findings, which can be used for years to come. The exact format of this document will depend on your organization’s specific needs (personas, jobs to do, maps, usability feedback, etc.).
The presentation is recorded (via audio and screenshare) for easy distribution throughout your organization and can be archived in your organizational records.