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Including UX Metrics into Organisational OKRs through Usability Research
Including UX Metrics into Organisational OKRs through Usability Research
Problems:
1) Our various Asia Pacific, European, and Turkish brands had no way of knowing how improvements to its shared design system affected users over time,
2) Product and Design stakeholders were newly hired and had low UXR maturity,
3) The organisation had no existing way of prioritising roadmaps with UX metrics
Approach: I collaborated with researchers across Asia Pacific and Europe to advocate for the organisation's first longitudinal usability study using a simple-to-understand UXR metric: the Single-Ease-Question. I educated other researchers who conducted this study on a rotational basis, and presented this study and its results to our Chief Product Officer, Chief Engineering Officer, product and design team chapters.
Impact: 18 design issues resolved within a year of reporting, and the inclusion of the first UX metric into organisation OKRs: the Single-Ease-Question score.
Keywords: Longitudinal UX research, Remote Usability Tests, core products, single-ease-question (SEQ) score, International Research
Prioritising Premium Subscription Features through Focus Groups and MaxDiff Surveys
Prioritising Premium Subscription Features through Focus Groups and MaxDiff Surveys
Problem: Our Premium Subscriptions product team needed to prioritise new product opportunities for their roadmap for the new year.
Approach: I combined a series of remote focus groups with Singapore and Berlin users and launched an internal MaxDiff survey to identify key product opportunities based on user satisfaction, perceived innovation, and user preferences.
Impact: Prioritisation of 12 new features that served product, design and business stakeholders
Keywords: Mixed Methods UX Research, Focus Groups, Remote Interviews, Qualitative Research, MaxDiff Survey, R, Hierarchical Bayes Model, Quantitative Research, Research Strategy, Monetisation, Subscriptions, Premium Users, International Research
Co-creating Vouchers with Users with Remote Co-creation Workshops and Usability Tests
Co-creating Vouchers with Users with Remote Co-creation Workshops and Usability Tests
Problem: Our Voucher Wallet feature produced negative conversion rates and its product team had already begun ideating on new designs.
Approach: I conducted remote interviews, co-creation workshops, and usability tests to identify 1) jobs-to-be-done statements of users, 2) informational needs, 3) potential usability problems, and 4) prioritisation of new and existing features to inform a roadmap that was already being built.
Impact: 7 product roadmap user stories and, through a successful A/B test, a 1.16% uplift of incentivised orders and a 31.4% decrease in irrelevant voucher exposure.
Keywords: Mixed Methods UX Research, Co-creation Workshops, Remote Interviews, Usability Tests, Qualitative Research, Growth products, International Research
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