Spoiler
001
Overview
002
Snapask was about to release a landing page in two countries. How could we ensure a seamless navigation experience before the release?
A usability report that was shared among the cross-functional team.
Info
003
UX Researcher
Maze, UserTesting, Miro, Figma
2 weeks
1 Researcher (me), 1 Project Manager
3 Designers, 3 Engineers
A product roadmap informed by research & deeper user empathy within the cross-functional team
Timeline
004
Unpacking
005
The project began with a rather ambiguous request: 'Can you arrange a few testing sessions before we revamp the homepage in three weeks?' I scheduled stakeholder interviews to understand what the team wanted to learn and what assumptions they were making about the new homepage.
Research Question
006
How effectively can existing users ask questions using the new homepage?
How effectively can existing users review their purchase plans?
How does the new design improve experience and add value for Snapask app users?
Scoping, Planning, Recruiting
007
Considering the cross-country scope of our research in Hong Kong and Taiwan, I chose using mixed-methods approach consisting of unmoderated & moderated usability testing, surveys, and interviews to obtain user insights.
I recruited 30 users (27 from HK and 3 from TW) via in-app notification to test our hypotheses focused on existing users. I also recruited 5 non-users to gain insight into how they interact with the new homepage.
Pilot Testing
008
Before the research sessions, I sent the unmoderated testing link to six colleagues - three UXers and three non-UX professionals - to identify any potential confusion in the
tasks and survey.
Analyzing Data
009
By combining data from interviews, surveys, and click data collected by Maze, I used affinity diagramming to quickly uncover crucial insights.
Findings
010
How effectively can existing users ask questions using the new homepage?
Users were able to ask questions successfully, but not via the new button on the navigation bar, as it is unclear to them what it does.
How effectively can existing users review their purchase plans?
Most users successfully reviewed their purchase plans, but the process is time-consuming due to the long mission path.
How does the new design improve experience and add value for Snapask app users?
85% of participants rated the new homepage as a positive experience due to its clear and easy-to-find functions.
Sharing
011
After analyzing and synthesizing the findings, I converted them into actionable design recommendations, making it easier for my team to grasp the key takeaways from the research. Here are a few example slides that I've shared with them:
Impact
012
In a cross-functional world, researchers are no longer just methodology experts but discovery guides, enabling everyone to hear the voice of the users.
Design recommendations
I proposed four design recommendations and they were all accepted and implemented. These design changes have made a significant impact on the experience of over 200,000+ students who use the new home page.
Help team be more data-driven
In our product meetings, designers and engineers reference the misclick rate. Numbers can be a powerful tool in telling the story of the user experience and helping stakeholders visualize the impact of their work.
What I Learned
013
Knowing what research tools to use is a crucial skill, especially for unmoderated testing. These tools offer vital context that compensates for the absence of in-person observation.
UXR multiplies team learning about users. Since stakeholders have limited time, lightweight methods like displaying user quotes in meeting rooms can give them a taste of the research process.
My report resulted in design changes, but I'm uncertain of its impact on stakeholders. To measure impact, I'll ask stakeholders how quickly they make decisions after receiving an insight.
Including my design reasoning, research influence, and user impact would help track my progress and provide context for future team members.
Being More Than Just Researcher
014
