UX Research to Inform Digital Strategy
The challenges this client was facing stemmed from a website redesign years previous that involved merging 23 websites into one. It was a major undertaking for this large non-profit company, and one that resulted in a website that was confusing to use and difficult for users to find information on. What they wanted was a thorough review of their current situation and a plan to move forward. To accomplish this, this project was divided into two closely related parts - UX research and a forward-thinking digital strategy. I was mainly responsible for the UX research portion of the project.
To begin, we conducted a workshop with key client stakeholders. In this workshop we identified key target audiences and their priority of importance to the client. We also reviewed current functionalities of their website as well as gaps and opportunities of their experience.
The first effort of the UX research project was to conduct an expert review of their current web experience. A general review was conducted as well as a number of key user pathways the client identified as being most important to their business objectives. The expert review uncovered a number of usability issues within the site, and these were prioritized by degree of effort to fix as well as impact on the user experience. I final report on the findings was created and presented to the client to discuss major findings and how they may impact the digital strategy.
After the expert review was completed, a usability test was conducted on the live website to validate the findings and uncover additional usability issues. Participants were recruited from two key target personas and tasks were written to guide them through key functionalities of the website. These tests provided specific examples for many of the findings uncovered in the expert review, and also revealed additional issues occurring within key parts of the website experience. These findings were also consolidated into a detailed report and presented to the client.
The findings from the expert review and the usability testing were then folded into a larger digital strategy as major pillars of a strategic vision for the redesign of the client’s website. In the end, a detailed report of what was accomplished was presented to the CEO of the company, and designed to ensure his success for selling the future redesign to the Board of Directors.
Joe Stangarone - SendJoeAMessage@gmail.com - 414.322.7584