User Research & Insights
How do people actually use our website/digital product?
Timeframe: 6 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 or digital product? What usability issues are there? 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.
What your organization is struggling with now:
- You know your content and aesthetic design is good but the interface is “not working” – it’s still confusing to users.
- Your site or product feels outdated and hard to navigate.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 team members present their opinions as “user insights.”
Benefits and Results of User Research & 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 research 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.
STEP 1: Research goals
We work with your team to identify the research goals and largest questions, then identify the key users that will need to be recruited for input.
STEP 2: Interview guide
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.
STEP 3: User recruitment
We recruit test participants based on your team’s existing understanding of users, based on Step 1 of this process.
STEP 4: user sessions
We conduct interviews or testing sessions with the users, allow your team members to observe the sessions, and gather insights.
STEP 5: Session analysis
We analyze sessions for key takeaways and develop a summary of insights.
STEP 6: Outcomes & Findings
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.).
STEP 7: Presentation
The presentation is recorded (via audio and screenshare) for easy distribution throughout your organization and can be archived in your organizational records.