How information architecture grounded in research improves usability and business metrics

2020

6 month

Mybuh.kz

About client

A small company providing bookkeeping consultancy, on-demand accounting services and self-service bookkeeping web application for SMBs.

Business challenge

Web application received many user complaints about navigation and poor wayfinding. Moreover, the old CMS-based system didn't allow for flexibility to change the information architecture. The client sought to redesign the application from scratch, improving both UX and UI.


Result

Through my research efforts, I successfully identified two primary customer behavioural personas, and conducted a comparative analysis of CAFU's value proposition and the needs of these personas, revealing gaps that could explain the low adoption and retention rates.

Result

Through my research efforts, I successfully identified two primary customer behavioural personas, and conducted a comparative analysis of CAFU's value proposition and the needs of these personas, revealing gaps that could explain the low adoption and retention rates.

Approach

✨ Conducted desk research to analyse the competitive landscape and assess the current market players.

✨ Performed Voice of Customer (VOC) analysis by delving into reviews associated with car wash services.

✨ Examined the conversion funnel to identify drop off stages.

✨ Developed a research pan and executed of a series of qualitative studies, including contextual inquiries at petrol stations and stand-alone car washes, followed by focus groups involving both non-CAFU customers and CAFU car wash users (comprising a mix of frequent users and churned users).

✨ Employed thematic analysis for qualitative data interpretation.

✨ Formulated hypotheses based on insights derived from qualitative data.

✨ Initiated a quantitative survey with a sample size of 250 individuals, to validate the hypotheses generated from qualitative studies on a larger scale.

✨ Examined the quantitative data to discern the validation or invalidation of hypotheses. Integrated both qualitative and quantitative data in the creation of behavioural personas.

✨ Reviewed and analysed all gathered data, compiled a presentation deck, and delivered a comprehensive overview of the findings and insights to the client.

Lessons

💡 Obtain necessary permissions from location management before initiating field research to ensure a smooth process.

💡 Consider recruiting participants for field research to observe them and make inquiries, as well as to observe the environment, instead of interviewing random people, as they might react with concerns.

💡 Exercise caution when committing to deadlines; if uncertainties arise, proactively negotiate, postpone, or communicate potential delays. Delivering quality is more important than meeting a deadline.

💡 Enhance the coherence of reports by improving storytelling, beginning with key insights and then progressing to findings.

💡 During field research, prioritise observation over verbal interaction and avoid immediate interpretation, allowing for a more thorough understanding of the behaviors.

elvinaux.com

|

2024

|

All rights reserved

elvinaux.com

|

2024

|

All rights reserved

elvinaux.com

2024

|

All rights reserved