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.
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.
