User Research
User research done well can fuel all design decisions, help informs product strategy, and provides clarity for all working against the vision. To generate personas, we interviewed dozens of end users within the advertising, consulting, and merger & acquisition spaces.
User Research: Interviews
Interview Guide
An interview guide was created in advance of the user interviews. To create the interview guide, Product, Sales Engineering, Marketing and Design were consulted.
A semi-structured protocol was used to ensure some amount of consistency among the topics covered during the sessions.
Conducted in Person interviews when possible
We visited most users at their sites in Chicago, NYC, and the San Francisco areas. Interviews were conducted with one Product Manager, and often our Sales representative.
Note, not all users consulted were current users; churned users were also included in the interviews.
Transcribed Interviews
All interviews were transcribed and summarized for the analysis phases.
User Research: Analysis
Excerpts were taken from each interviewee
Topical Organization
The meeting post-it tool, Stormboard, was used in the analysis to organize all excerpts into larger themes for deeper analysis. 98 pages of notes were organized into the larger findings.
User Research: Results
A strong parallel was found between the user’s essential tasks and how they deemed themselves successful. Our clients needed measurable, action results. They needed to be regarded as thought leaders. Influencing company decisions was key to their success, as was storytelling.
More detailed customer use cases, personas, and implications were also shared. An idealized, high level user journey was also shared to address how Quid could overcome some common pitfalls with adoption. Later, we also attempted to map user metrics to evaluate what part of the journey users operated within.
*Note, a deeper dive of the results were done for the company, but will not be shared online.