User Research
My Role
Lead UX Researcher
Problem
The media team identified three user segments, and the client wanted to know how each segment uses the website. Were there considerable differences? Any shared points? Were they using it during the planning phase or the in-market phase?
Solution
We conducted unmoderated, remote user testing for the three identified segments, covering both mobile and desktop users. While the questions varied slightly, they all focused on the same parts of the website: the homepage, places to eat, places to stay, and a couple of other areas.
First, analyze the problem against UX standards
Starting a user research project can be challenging without first establishing a hypothesis. To develop this, we began with a foundational website audit, analyzing pages against usability heuristics. We also formulated hypotheses based on user personas. For example, we assumed that people with young children would want family activities presented to them promptly. Additionally, we examined competitors to compare their style, usability, branding, and accessibility with ours.
This approach helps us focus on which parts of the website to test and how to write questions that avoid yes/no responses.
Find Users that Meet Identified Personas
We were able to use Userlytics to set up a personalized session for the three distinct user groups. Part of this included setting up screener questions that would verify if the user actually fit the persona we were seeking to test.
Observe and Take Notes
This part is time-consuming. While there are AI tools available to help summarize the feedback, they come with an extra cost. Instead, we utilized different tools to note eye-opening comments, whether positive or negative. As a UX designer, I also observed common wayfinding patterns. In doing so, I noted that most mobile users across all segments didn't use the mobile navigation. Instead, they used the home page to navigate to other parts of the site.
Use Affinity Diagramming to Identify Themes
Affinity diagramming was an efficient way to group notes and identify patterns. Key insights we discovered included:
1. Frustrating website parts were not ADA-compliant, even for users without disabilities.
2. UX audit issues, like the need to exit mobile filters, were echoed by participants.
3. Many users were unaware of the Outer Banks (OBX) location.
We also found that families specifically wanted a quick way to view kid-friendly activities. Being able to identify these themes helped us create a plan on how we could move forward with actually making these changes.
So what's next?
During the testing phase, we gathered valuable user feedback and made several iterations to the design. This iterative process allowed us to refine and improve the user experience. Users praised the modern and clean design, and found it easy to navigate. We took their suggestions into consideration and implemented changes that enhanced the overall usability. Our goal was to create a seamless and intuitive experience for our target audiences, which include large corporations and businesses. By incorporating user feedback, we ensured that our design met their needs and expectations. The testing phase was crucial in validating our design decisions and ensuring a high-quality user experience.
Let's talk!
Not sure where to start? Let's start with a 30 minute conversation on what your obstacle may be and how I can help.