Research & Strategy
Product Evaluation
Evaluating customer and user experience for booknbloom to proceed with the next roadmap and most importantly the future strategy. Booknbloom is a Facebook and mobile app for online bookings in beauty sector that needed to improve the product as more user friendly and customer centric.
Questions to answer
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Why do people use the app what value do they gain?
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What are their attitudes, goals, needs, pain points, value, AHA moments when using the product?
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What is the level of user engagement?
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Are customers happy with our product?
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Which features do we need to keep and which to lose?
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Which new features do we need to introduce to the next roadmap?
Role /
Product Researcher
Agency /
Book n Bloom
Year /
2016-2017
Research Methods
I decided to use a variety of qualitative and quantitative research methods in order to cover thoroughly all the aspects of the product and uncover valid insights about the behaviour of the customers.
Ux review
Firstly, it was necessary to evaluate and review the product, to see what it was necessary to change and improve according to the UX guidelines that I introduced specifically for the app. Users are not always skilled to identify and express what is wrong or what they dislike. These guidelines measure how DESIRABLE, CONSISTENT, USABLE, MOBILE is the product. They represent a framework to evaluate product features (future and existing), strategies, as well as, competitors from a user experience perspective. A shared language between the product team, developers and testers.They focus on the aspects of UX that are important to competitiveness.
Therefore after a thorough evaluation of the app by the UX, UI designers and me the outcome was an ux expert review that indicated how DESIRABLE, CONSISTENT, USABLE, MOBILE is the product and suggestions of what we had to change. This report was presented to the company and the next step was to validate the result with user feedback.
User Interviews
The purpose of the interviews was to understand customers attitudes, goals, needs, pain points, value, AHA moments using our product, as well as, the feedback they receive from consumers. Before starting the interviews I have organised a workshop with the product team in order to involve and engage them in research activities to brainstorm about what question are valuable to ask . Then I created an interview guide based on that workshop. At the end of the interviews I synthesised all the data and organised one more workshop with the team in order to tell them stories about the interviews and what our users think about the product. During the workshop we categorised altogether user attitudes, goals needs, pain points. At the end of the workshop the team was asked about what we should change on the product based on these interviews
Workshops with stakeholders and requirements gathering
The next step was to organise a workshop with the product manager and stakeholders from support sales and marketing in order to gather their requirements, to listen and learn from their interaction and every day contact with the customers. Especially, to learn about customer opinion and usual complaints.
Facebook and google analysis on feature usage
Monitoring Facebook and Google analytics to identify user engagement, adoption and retention of each feature, as well as, the devices that are commonly used.
Customer Satisfaction survey
A short survey that measures how satisfied are the customers with the look and feel of the App, the technology and ease of use, as well as, the net promoter score
Usability Testing
After gathering the data from the interviews stakeholders and analytics there was a clear image of which feature users found difficult to use. So, I decided to perform moderated remote testing for the users in Spain and guerrilla testing for the users in Greece. After finishing the tests I have reported the findings to the designers in order to see first hand the behaviour and reactions of people using the app
Personas
Gathering all the data from the interviews I have created a persona which will bring to live all the research and remind the team who we are designing for.
Outcome
A report that synthesised the results from all the methods I mentioned above. This report was presented to the management team, as well as to the product development team. Suggestions of the report fed the product roadmap and provided an clear overview of the product