MIXED METHOD STUDY, DESIGN RECOMMENDATIONS & USABILITY TESTING
To improve online retention and online channel share at Vodafone I was asked to investigate the renewal process as well as online renewal advice of the customers and reasons for renewing subscriptions in other channels than online.
To deeply understand the process and the latent needs of the users I chose for context mapping sessions. To quantify our findings we triangulated the qualitative "thick' data with quantitative surveys and data analytics of the current renewal advice. I also did a benchmarking in advise tools. In a second step, I created a new proposal, we scoped an MVP, and together with Patrick Cleiren, a visual designer created and tested a prototype and made further improvements. The final tool is currently in development.
USER RESEARCH & DESIGN CONCEPT
ONLINE SENSITIZNG & CONTEXTUAL
INTERVIEWS | N=10
RETAIL & TELESALES SURVEY, USABILLA SURVEY
PERSONAS & CUSTOMER JOURNEY
USER FLOWS & WIREFRAMES
Give insight into the renewal process/ journey of the customes, what are difficulties and pain points during the renewal phase, why do customers do not renew online.
Give recommendations on how to improve the online renewal journey, decrease churn and increase online channel share.
Create a design for better online advice during the renewal phase renewal.
OUTCOME & ACHIEVEMENTS
New design for renewal advice tool as well as improvements in the journey are being developed
The team was involved in the research and I created more empathy for their customers and understanding of the need for qualitative research
I mentored and involved a trainee and a visual designer in qualitative and quantitative research methods.
First A/B tests of quick improvements showed positive results and these are implemented on the website.
WHAT DID I DO
I was working on this project together with a trainee in collaboration with customer insights (participant recruitment) and marketing. I was in charge of all user research, supervised and trained the trainee and he was in charge of the surveys. In the 2nd stage of the project, after the first concept, I worked together with a visual designer, Patrick Cleiren, and collaborated with CRO and two product teams that are currently implementing the features and changes.
Define Research plan & Recruit
Questionaries to sales & customers
We sent a survey to retail employees and the sales call centers to understand the renewal process and the way of giving advice from their sides and to gather customer pain points. We also sent an exit survey via usabilla to targeted customers.
Sensitizing Mural board Homework
in order to understand the latent needs and the context of the customers during renewal, I decided to do a context mapping study with homework booklets to sensitize participants before the interviews. As corona had just started and the research was planned I thought of a way to translate the booklets to an online manner. I created a mural bords with 3 exercises for 3 days, that we sent to the participants, based on the contextmapping principle now, past, future Participants could comment in the mural if they had questions about the exercises.
Evaluation & Data Triangulation
Deliver & present insights
Deliver New concept
Usability test and adjust concept
I set up research questions and hypotheses based on previous research and data analytics, then I planned out the different research methods and set up criteria for participant recruitment.
I adjusted the interview guide per participant guides based on the results of the sensitizing mural, this allowed me to build rapport faster and to go much deeper with the participants and get richer findings, as I already had hits on what top probe or what could be interesting
I try to involve stakeholders and the teams I work as much as possible in the research activities I do, so they develop a sense of ownership, understand the relevance of the insights, the translation to the design proposal, and in the end push for development. I do this by reviewing the interview guidelines with them let them add questions , give them an active notetaking role during the interviews and time add the end to ask specific questions to the participants. We take collaborative notes in the mural. After the session I do a debref workshop with alll people who watched the interviews.
I evaluated the research directly in mural taking the notes and adding my own notes when watching back the interviews. This allows me to see patterns fast and to see easily with how many participants a theme emerges due to a post-it colour per participant.
in a second step, I triangulated the data from the surveys and added this also directly in the mural where I marked emerging themes. I also always take video snippets during evaluation.
I summarized the findings in an "as is" experience journey map created a user type ( persona) document and documented the findings and insights with according quotes and video snippets in an atomic way ( we are at the start of an atomic insights repository). I presented the findings in a prioritized and actionable way with ab traffic light system I developed, so stakeholders know what action is to take and which are the highest priorities.
Based on the insights and the stakeholder reviews I developed a concept and user flow in close collaboration with development and the tech department.
Based on that flow a visual design colleague worked out the UI and a prototype.
We tested the prototype with 6 users, adjusted the UX and UI based on the new insights, and created user stories and feature prioritization for development.