With the aim of getting an in-depth understanding of an organisations digital touchpoints, their impact on users and identifying opportunities to streamline these touchpoints for improved user interaction, we conducted 12 weeks of UX research. Through comprehensive discovery, valuable insights were obtained to inform future digital transformation initiatives.
As part of their digital transformation efforts, this organisation (anonymised) aims to reimagine the experience across their digital touchpoints. Currently, the user experience is poor and has not been designed with the user’s needs, preferences and behaviours in mind, leading to a poor impression of the organisation.
The problem-solving framework we employed was a design thinking methodology that encompassed human-centred, systems thinking, and behavioural design principles. This approach allowed us to test our assumptions about the problem space and take an iterative approach.
Our research team comprised:
• 2 Internal Researchers
• 2 UX Researchers (including myself and another consultant)
• 1 Behavioural Scientist
Research participants spanned across a diverse range of user types, carefully selected and recruited in advance. By including individuals from all user categories, we captured a holistic view of user behaviour, preferences and needs.
We conducted focus groups where we led the group through some activities on a interactive whiteboard to gain insight into their tasks, their understanding and experience of the digital touchpoints. Kicking off with a ‘getting to know you’ activity allowed us to break the ice but also get a contextual understanding of the participants and their role.
We developed a detailed discussion guide based on our research objectives and current understanding. Interviews followed a semi-structured format to allow flexibility for the research team to be guided by the participants. At the end of each day of interviews, the research team came together to hold ‘insight sessions’ an informal workshops where we discussed what we heard, what we learnt and common themes.
Taking an iterative approach to analysis, we created codes or themes from scratch based on the data we collected. In this approach we read through interview transcripts and reviewed our insights board that we used to hold discussion with the team following each research activity.
We assigned relevant codes as we went along. Research data was reviewed multiple times to make changes where codes / themes needed to be split, combined, removed or created anew. We were constrained to using Excel to review the large qualitative dataset.
Following 12 weeks of research, synthesis and artefact development - the organisation will be able to make evidence-based decisions about what UX improvements and strategies it wants to prioritise.
The organisation gained valuable insights into their digital touchpoints, user experiences and improvement opportunities. The findings and suggestions presented by our team established a solid basis for digital transformation efforts.