My role & overview
As a Senior Product Designer, I was part of a user testing study for HighSpeedInternet.com, a highly successful website generating $45 million annually. Our goal was to evaluate the user experience and effectiveness of the site compared to its competitors. Working alongside a team of three designers and four content strategists, we embarked on this journey to uncover valuable insights and drive meaningful improvements.
Testing process and contributions
Throughout the user testing study, we employed a combination of quantitative and qualitative research methods. Our approach involved asking participants to think aloud while performing specific tasks related to browsing, comparing, and selecting internet service providers. As a critical contributor to the project, I played a crucial role in shaping the test scenarios and ensuring an optimal mobile-first experience for the testers. By carefully observing user behavior and collecting feedback, we gained valuable insights that shaped our understanding of HighSpeedInternet.com's strengths and areas for improvement.
Challenges
Undertaking this study came with its fair share of challenges. One of our primary concerns was ensuring a balanced testing approach. To address this, we meticulously selected testers who were the primary decision-makers for choosing an internet service provider and had recently engaged in the shopping process. Additionally, we conducted two initial tests to verify the consistency of the user experience across both mobile and desktop devices. By navigating these challenges, we were able to gather reliable and comprehensive results.
Testing approach
To ensure a rigorous evaluation of the user testing study, we adopted a collaborative approach that promoted objectivity and minimized bias. Here's how we conducted the evaluation:
Watch Party and Collaborative Annotation: To maintain objectivity and avoid bias, we organized a "watch party" where multiple vital contributors, including content strategists and designers, actively participated in the evaluation process. Together, we watched the test sessions, annotated essential insights, and shared observations. This collaborative effort ensured that different perspectives were considered, providing a well-rounded user experience evaluation.
UserTesting Platform for Detailed Analysis: To facilitate comprehensive analysis and interpretation of the test sessions, we utilized the UserTesting platform's features. We tagged videos with UX honeycomb metrics, sentiments, and important callouts. This systematic approach allowed us to categorize and organize the data effectively, ensuring no valuable insights were overlooked. We captured a holistic view of the user experience by leveraging the platform's capabilities.
Rainbow Spreadsheet Method for Observations: We employed the rainbow spreadsheet method, a tried-and-true technique, to summarize and analyze the observations across all the tests. This method enabled us to identify common themes, trends, and patterns in the user feedback. By organizing the data systematically, we comprehensively understood the strengths and weaknesses of the user experience on HighSpeedInternet.com.
Through our collaborative approach and the utilization of the UserTesting platform, we ensured that the evaluation process was thorough and unbiased. The collective insights and observations from our diverse team of content strategists and designers helped us make informed decisions and prioritize improvements to enhance the overall user experience on the website.
Impact and results
The insights gleaned from the user testing study have significantly impacted the future of HighSpeedInternet.com. Participants emphasized the importance of reliability, cost, and speed in their decision-making process. Their valuable feedback guided us toward several areas for improvement, such as enhancing information findability, incorporating a reliability score, and providing a comparison tool for evaluating options.
Additionally, users expressed appreciation for features such as availability percentages, user reviews, and comparison tables found on the website. By delving into what users found valuable, missing, and confusing during their comparison shopping experience, we were able to make informed decisions and prioritize enhancements that will result in a more user-friendly and competitive website.
Summary
As a Senior Product Designer actively involved in the user testing study for HighSpeedInternet.com, I'm thrilled to have contributed to a project that significantly enhanced the user experience of the website. The study's findings have armed us with actionable insights, allowing us to improve usability, information presentation, and overall customer satisfaction. By incorporating these enhancements, HighSpeedInternet.com continued to thrive in the dynamic and competitive internet service provider market. We were able to empower users with a friendlier, more intuitive platform that meets their needs and exceeds their expectations.