Giving a Presentation

User Research And Experience Design For IT Advisor Website

Info-Tech Research Group is a advisory firm that empowers IT Leaders to drive innovation and revenue for their company. 

THE PROBLEM

Convince Business that User Research Matters

Convince Business that User Research Matters

Address the concerns of stakeholders by showing the HUGE business value that they'll get even when just a small amount of time goes towards user research.

HIGH LEVEL TIMELINE

1 Week, part-time

KEY GOAL

Optimize the home page for conversion 

MY ROLE 

User research and experience design

Since the primary goal of the website is to get more sales leads, I decided to conduct usability tests on the home page and outline recommendations to optimize the design for conversion.

MY RESPONSIBILITIES

  • Heuristics Audit

  • User Research

  • Remote Usability Tests

  • Copywriting

  • Wireframe

  • Prototype

  • Visual Design

  • Synthesized findings 

BREAK DOWN OF THE PROCESS:

IDENTIFY PROBLEM

Audit of the current experience revealed communication issues.

RESEARCH

Explored reviews, testimonial videos and case studies to get an understanding of the current member experience

DESIGN & TEST

Conducted interviews and usability testing of current experience and new concepts with 3 participants

SHARE FINDINGS

Synthesized research and design recommendations

THE USERS

IT leaders and practitioners of mid-large size companies.

Since the technology industry is fast-paced, constantly changing and covers a broad scope in order for them to be successful in their role IT leaders need access to reliable and relevant data to inform their strategies towards innovation, governance, risk management, and compliance.

To alleviate the stress of trying to stay up to date on their own, membership in this advisory firm gives them access to the information they need to make informed decisions that will increase revenue for their company. 

Some examples of member job titles:

IT LEADERS

  • Chief information officer (CIO)

  • Chief security officer (CSO)

  • Chief technology officer (CTO)

  • IT director

  • IT manager

IT PRACTITIONERS

  • IT coordinator

  • Service desk analyst

  • Cloud system administrator

  • Security systems administrator

  • Portfolio Manager

THE RESEARCH

I conducted remote interviews with potential users.

I identified IT Leaders within my network on LinkedIn and invited them to participate in my research study with a link for them to sign up for a 25-minute session via Calendly.

 

With each participant, I reviewed the current site and a version of the optimized homepage. After each session, I used the feedback to iterate and on the design.
 

  • Participant 1 was based in India and leads the IT departments of 2 different companies. 
     

  • Participant 2 was based in Canada and leads the IT services department of a large-enterprise company
     

  • Participant 3 was based in Canada and has lead various IT teams over their career.

3 themes that emerged from the research:

COPYWRITING

Too copy-heavy, participants felt it was too long to read. The Free Research link didn’t align with user expectations, a quote from a user: “Free research is great but doesn’t deliver on it’s promise right away”  

PRICING

Each participant felt confused when exploring the pricing page, such as, “What’s the value for me and how much is this going to cost me?”

VISUALS

Data graphics are appreciated. Quote from a participant, “This shows me that they're experts”

THE DESIGN

Test assumptions with low-fi and hi-fi prototypes

I first sketched out rough ideas of how to address issues from the heuristics audit. Then, I created a wireframe get feedback on the content and flow during the first user research session. From there I added visual design and continued to iterate based on the user research findings.

Section 1: Unique Value Prop

Section 2: Benefits, Social Proof

 Section 3: Benefits, Features 

Section 4: Email List Sign Up, Footer

CONCEPTS FROM THE ITERATIVE DESIGN PROCESS

highfi.png

THE OUTCOME

Detailed report findings and recommendations on how to optimize the home page based on user research and usability best practices.

An image of a document with annotations that lists recommendations to update the home page.
An image of a document with annotations that lists recommendations to update the home page.

An image of a document with annotations that lists recommendations to update the home page.
An image of a document with annotations that lists recommendations to update the home page.

An image of a document with annotations that lists recommendations to update the home page.
An image of a document with annotations that lists recommendations to update the home page.

An image of a document with annotations that lists recommendations to update the home page.
An image of a document with annotations that lists recommendations to update the home page.

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