The main Challenge
Obviously, every project starts with defining the target group. Without having the target groups defined, we can’t claim that we’ll be able to determine the problem correctly. Hence, when stakeholders came with a problem to me, I asked them; who are your users? Once I noticed there were so many assumptions, and we had no Persona in place. I asked them to step back and let us first define our target group properly.
Key Objectives
Understanding the target customers and recognizing their pain-point, wishes, and goals, based on their sailing expertise, in order to personalize our Landing pages and create a seamless experience for them across different touchpoints.
My Role
As the Project Lead, I had to plan the entire research project, from defining the key objectives to defining the segmentation, planning the recruitment, determining the project timeline and budget, determining the suitable research method, designing the research questions, collecting insights, and quantify them. I led this project with three other colleagues helping me with the recruitment process and protocoling the interviews.
Steps of user research planning
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🔎 Background research
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🎯 Objectives of the research
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🙋🏻 Define the stakeholders
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📚 Study existing solution
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🧲 Recruit participants
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📈 Establish KPIs and Metrics of success
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📐 Outline scope and focus research
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🔬 Research questions
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💵 Determine budgets
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📆 Project timeline
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📝 Develop research protocols
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🎲 Determining research method
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🛠 Choosing UX research tool
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📊 Insights and research findings
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📵 Ethics
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Outline scope and focus research
How I design the research questions?
How does quantitative data come in handy?
Collecting analytical evidence helped us to create a proto-persona based on the data and have some complementary information about our users. Such as average basket value and more demographic information. The quantitative data show us WHAT are users doing, and to find the HOW we decided to have a conversation with our customers
Research and quantification
Finding and recruiting users for research can be the biggest challenge we face. After finding the right participants with the defined criteria, I documented the interviews and started clustering. The quantification was regardless of the demographics and was only focused on participants expertise.
Deliverables
The main deliverables of this project were defining the final Personas and creating Customer Journey Maps based on each persona.
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🤦🏻♀️ What went wrong?
One of the main KPIs and success metrics for this project was maintaining the timeline. Due to user recruitment issues, we have not managed to keep the initial timeline. Even though we have designed a screener to make sure that we recruit the right participants matching our segmentations still, during the interviews, we found out that some of the participants are not matching the right segments. We had to repeat the recruitment and interview process, leading to an expansion of the timeline by 15 days.
