Context

This project was part of my work as a UX researcher at CXperts. CXperts is a digital agency that “is sharply focused on improving the experience between customers and your brand across digital interactions.”

This project was part of an ongoing partnership with a large company that developed and sold fleet dashcam systems. Their customers were companies that had a lot of vehicles that required tracking and dashcam services to help keep drivers safe and resolve any incidents or accidents on the road.

We decided to create two studies. One was a general usability study of the website’s navigation, content, and contact form. And the second was a competitive study looking at how the site’s landing page compared to competitors’.

Role

I was the UX specialist at CXperts. I was responsible for designing, conducting, analyzing, and presenting any user research for our clients. I was responsible for recruiting, interviewing, conducting data analysis, and delivering the final presentation on this project. I constantly communicated with my manager and my clients to ensure a collaborative process that benefited everyone.

Timeline

Overall, the project took around three months. However, we spent the first month trying to recruit participants. Once recruiting was complete, the project took two weeks to gather the data and another two weeks to analyze and present findings to the client.

Research Statement and Goals

As mentioned earlier, there were two studies. One was a general usability study, and the other was a competitive study between different companies landing pages.

The objectives of the first usability study were as follows:

• Evaluate the effectiveness of the homepage in conveying the value of the company

• Discover areas of the navigation that we could improve

Learn how users engage with the contact form and what would entice them or prevent them from reaching out to the company

The goals of the second study were as follows:

• Discover what people search for when looking for dash cams

• Uncover what entices users to click and explore certain pages

• Evaluate how the company’s pages compare in search engine

• Compare the company’s landing pages to those of other companies

Research Methodology

We utilized moderated remote usability studies for both studies. We asked participants to share their screen over Zoom and complete a series of tasks while they spoke aloud. We would ask questions or follow-up questions, but the goal was to allow participants to speak and behave as naturally as possible.

The first study tasks had participants reviewing the homepage, discovering content they wanted to learn more about, and then contacting the company to learn more or scheduling a demo of the products.

The second study had participants imagine searching for dashcams for their company and using a search engine to find suitable companies to buy from. As part of the study, we asked them to review at least three landing pages (one being our clients) and attempt to contact each one.

Recruitment Criteria and Process

Overall we recruited six participants for the first study and six for the second. We utilized calendly.com to help schedule interviews and automate the Zoom meeting setup.

Recruitment was the most challenging part of this study. We wanted particular participants who fit the profile of people interested in buying dash cams for their business fleets. However, finding these people turned out to be more difficult than initially thought. Initially, we attempted to intercept users on the company website, utilizing HotJar to incentivize them to participate in a study. However, we had meager response rates. Next, we attempted to find LinkedIn Groups, Facebook Groups, or internet forums to gather these target participants. However, this also turned out to be a fruitless endeavor. Finally, we relied on the professional recruiting services of Userinterviews.com to find the right participants. Userinterviews.com worked perfectly, and we were finally able to get the right participants for our study.

Analysis and Synthesis Process

We recorded each interview on Zoom. For my initial analysis, I watch each recording and take notes of content that fits the study questions or goals. I also like to make an initial summary of what I thought was important or interesting about each interview.

Then, I moved the recordings into Dovetail for transcription and tagging of quotations. I developed tags for the major areas of the study, such as the homepage or navigation, areas of frustration or error, feedback or suggestions, and much more. One of my favorite tags I use is “Interesting” for things I find I want to share with the client. I also develop tags for positive and negative feedback to distill user sentiments.

I used a combination of my notes, interview summaries, and dovetail tags and quotations to develop insights that fit the original study goals and any other patterns I found in the data. I find that it is often the things that emerge from the data that make the best insights.

Research Outputs

I developed a slide deck with my findings. In my slides, I included relevant quotations that back up the results. I also provided links to video clips of participants speaking and interacting with the web page. Findings included recommendations on improving the site and insights into customer wants and needs when exploring these products. During the presentation, I made sure to play the clips for the client. I always find that hearing the voice directly from the user is much more impactful than a quotation read by myself.

Impact

Overall, the client and my team loved my work. The client learned more about their customers and received recommendations on how to improve their website. We delivered recommendations on homepage imagery, navigation recommendations, and contact form. The competitive study revealed consumer behaviors when searching for products in this space and how to best optimize their landing pages. They were an ongoing client so this research aided with test ideation and other research initiatives conducted by other members of the team. Additionally, the client used this research in their landing page redesigns.

What I Learned

• Recruiting for niche populations is challenging and can derail a project.

• Userinterviews.com is an excellent tool for recruiting and screening participants.

• Playing the clips of user interactions and voice is infinitely more impactful than when I read results myself.

• Writing summaries after a session helps to organize information and focus on important aspects.