Project 3
Global Entertainment Company Internal Desktop Website Re-Design
Project Snapshot
Product: Company Internal Tech Resources Desktop Website
Role: UX Research Lead, Project Manager
Responsibility: Lead a team of six in the planning, research, and project execution
Methods: Interviews, Heuristic Evaluations, Survey, A/B Testing
Tools: Figma, SharePoint Survey
Problem Statement
A Global Entertainment Company’s employees use the TechKnow Hub (TKH) for a variety of tech needs. Previous user feedback suggests the TKH is not intuitive to users, making it difficult for them to find information (ex. correct forms to complete their requests). The site also needs to be revamped as the design is outdated.
Introduction
The Assignment
A group of seven interns, representing different departments and including myself, were tasked with addressing the problem statement outlined previously. Our objective was to develop and present deliverables to the organization's technology leadership within five weeks. We received no further instructions and were responsible for devising our own strategy and plan to meet this challenge.
My Role
Serving as both the project lead and the UX Researcher of the group, I spearheaded all aspects of the project, from leading meetings and delegating tasks to ensuring active involvement in every phase.
In my capacity as the UX Research lead, my primary responsibility was to gather user insights to inform our design process, ensuring that our creations were based on data rather than assumptions. I championed the user's perspective and emphasized to my team the critical importance of conducting thorough research before proceeding to the design stage.
Design Thinking Approach
Before our planning stage, we met with stakeholders to gain further context and clarity regarding their needs. During this meeting we learned the UX Research team had conducted user research on the TechKnow Hub just 8 months prior. However, no changes or updates had been made to the site since then, due to shifting priorities. So keeping the design thinking process in mind, we thought the most practical approach to this project was to:
Closely review previous research
Build user personas based on this research, our conversation with stakeholders
Perform our own research (heuristic evaluations)
Use this data to design mock ups
Obtain feedback on Mock Ups from users (Survey)
Primary Objective
Enhance the User Experience and Design of the TechKnow Hub Website for [Global Entertainment Company].
Make the design more intuitive and user-friendly
Enable employees to efficiently locate information and complete tasks, such as finding and submitting the correct forms for their requests
Modernize the site's design to reflect current standards and improve overall user engagement.
Reviewing Previous Data
TKH user feedback was gathered through interviews and ticket data analysis were performed the year prior. However due to shifting priorities no changes, implementations, or actions were taken after this data was collected. Thus, a thorough review of the data was initiated.
Findings
Upon reviewing the raw data, I organized the high level findings into three categories: Users Likes, Wants, and Frustrations, demonstrated below.
Research Methods
Heuristic Evaluations (before mock up design)
I decided to conduct heuristic evaluations for a comprehensive and efficient approach to enhancing our website's usability and design. This method is a cost effective approach to quick insights for rapid design iterations. It also enriches our research by integrating qualitative user feedback with a structured analysis of the UI and UX against best practices, offering a comprehensive view of our site's usability challenges and opportunities for improvement.
Other Heuristic Evaluation Pros:
User Feedback Survey (after mock up design)
After the Mock Ups are designed we planned on running A/B Testing AKA Split testing to validate our designs, where the old design is compared to our new designs. However, we were unable to find a free online platform that would allow us to run these. So, we decided an online survey inspired by a Split Test would be the better route.
Heuristic Evaluations
Preparation
Heuristic Evaluation Workshop
I was the only one with a UX Research background. Had to teach team what a heuristic evaluation is and how to perform one. Ran a workshop, examples wih them. We used Nielsen Norman Group Heuristic Evaluation Workbook.
Process & Findings
Procedure
As a first step of evaluation, the team and I performed individual evaluations on the TechKnow Hub interface to assess it's ease of use. We focused on Jakob’s Ten Usability Heuristic Principles and used the Nielson Norman Group Heuristic Evaluation Workbook. It is important to note that at this point, team members had not been exposed to the previous research findings. This was intentional as I wanted to prevent influencing the team’s evaluations.
Analysis
Using Affinity diagramming (clustering similar issues) on a virtual whiteboard the team and I collaboratively worked to synthesize the issues. In doing so, the following questions were discussed, prioritizing the top four questions as the primary objective was to create mock up designs based on the research we already had, then gather user feedback on said mock ups.
Where do we agree? Where do we disagree?
Which issues seem most detrimental to the overall experience?
Which issues could be most problematic for our organization or business goals?
What steps can we take in the short term to address these problems?
What steps can we take in the long term to address these problems?
Which issues do we need more data on? Which should we prioritize in our next research?
Heuristic Evaluation Results
The findings lead to the following four focus areas for our re-design. These findings aligned well with the existing user research further reinforcing our findings.
User Interface
The appearance and functionality of the site
Getting Help
Guidance, Self Serving
Ticket Actions
Creating, tracking, getting updates for ticket status
Organization & Terminology
Clarity of terminology and demarcation of categories
Design Strategy
User Personas
Upon reviewing the previous research and speaking to stakeholders, user personas were created. These personas brought further clarity to the project, created empathy, and provides context to the design choices.
Defining Focus
Balancing the findings of the existing research, the heuristic evaluations, and stakeholder conversations… the team and I, defined the following three priorities for the designs.
Findability. Make it easier to search for and find/obtain the information users need or want from the site.
User Guidance. Improve experience for the nontechnical user. Reduce technical jargon and provide user guidance throughout the site.
Simplicity. Focus on simplicity, addressing redundancies, inconsistencies, and/or unnecessary complexities in flow, processes, and design.
Defining the Scope
Looking holistically at the existing user research, the heuristic evaluations, and stakeholder conversations and keeping the timeline, budget, and resources in mind, the team decided the re-design mock up proposal would encompass five pages total: the landing page, request page, ticket status, ticket email preferences, catalog search page.
Design Mock Ups
Looking holistically at the existing user research, the heuristic evaluations, and stakeholder conversations and keeping the timeline, budget, and resources in mind, the team decided the re-design mock up proposal would encompass five pages total: the landing page, request page, ticket status, ticket email preferences, catalog search page.
Though I assisted in the designs, my contribution was more focused on the research aspect.
Landing Page
Request Page
Request Page Changes
Search Bar Front and Center
Data showed users preferred using the search bar rather than looking through categories.
Category Information
Provides definitions for each category when users hovers over it. This can help non-technical users who may be unsure what programs fall under software, hardware, etc.
Category Steps
Guides users in step by step through category searching without overwhelming text.
Ticket Status
Ticket Status Changes
Progress Bar
Simplified the ticket status bar to allow users to easily track their ticket progress.
Ticket History
Users can see tickets they’ve submitted in the past and links directly to “Report a problem” page.
View & Cancel Request Options
Allows users to see what information they submitted in their request form and they can cancel their requests themselves with a click of a button.
Point of Contact
Users can now follow up with a direct point of contact.
Catalog Search
Landing Page Changes
Logo Rebrand
Data showed users preferred using the search bar rather than looking through categories.
Rotating Tiles
Provides definitions for each category when users hovers over it. This can help non-technical users who may be unsure what programs fall under software, hardware, etc.
Tagline
Guides users in step by step through category searching without overwhelming text.
Button Reduction
Redundant buttons removed, simplifying the user experience and reducing overwhelm.
Ticket Email Preferences Changes
Communication Preferences
Data showed users did not want to receive all emails from TKH about their ticket progress.
Text Updates
Users can opt-in to receive text message updates if they prefer over email, or in addition to it.
Users Choice
Allows users to choose what kind of emails they want to receive.
Email Preferences
Currently users receive a minimum of four automated emails updating them on the status of their ticket. Most users have reported not being in favor of this. Now with Email Preferences users can chose exactly how informed they want to be and in what way, email or text? The decision is theirs to make.
Ticket Email Preferences Changes
Filter by Type
Create a more efficient search by allowing users to filter their search by type (forms, equipment, articles).
Images and Prices
Increases the visibility of images and prices for each item.
User Survey
What Do Users Think?
As the research lead, I intended to run usability tests on our prototypes. I knew Figma allowed the testing of prototypes via Maze. However, due to time constraints usability testing our design was not possible. Instead, I opted for a short online survey utilizing SharePoint.
Objective
Obtain feedback on re-design mock ups.
Research Questions
Which design do users prefer and why?
How valuable or impactful would an improved design be to users?
Survey Design
Short online survey, 10 questions total
Questions included a mix of Likert scale, open ended questions, and preferential questions where users were asked to chose between the current TKH design and the re-design (example below).
Incorporating various types of questions in the survey was deliberate and intentional as such design can lead to more robust and diverse data, improve the quality of the research, and may provide a deeper understanding of your research questions, target audience, or topic. In the context of this project I made this decision to maximize completion rates, research objectivity, and cross-validate responses.
Demographics
14% Response Rate
14 Respondents
Tech and Non Tech Departments:
Global Tech
Production
Publishing
Finance
Office Operations
PIC
A&R
Digital Marketing
Analysis
Simple statistics and percentages to analyze data. SharePoint software was used for this.
Results
Users find the TKH useful/valuable.
Users anticipate using the TKH more if design were improved
Users like the proposed changes
Users report wanting ticket status updates via text messages.
Users report not being adequately trained on using TKH
Challenge Encountered: Low Response Rates
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Next Steps
Before Implementation
More Survey Responses
I recommend obtaining more survey responses for more accurate user data.
Compare Ticket Data Analysis
For Benchmarking, figure out what kind of impact changes are having, you can gather ticket data and compare that analysis to the previous one. Check on this every now and then to assess impact of design changes and implementations.
Split A/B Testing
I would also consider running true A/B Split Testing using a platform such as Maze. Maze imports your Figma prototypes to Maze and allows you to run usability tests such as split A/B testing on high fidelity designs in minutes.
After Implementation
Track Website Traffic
You can also measure impact by measuring website traffic.