UX Research

Lisandra Maioli (July 2017)

About me

"Thanks to my 17 years of experience in different positions in Digital Communication, I could develop the core skills to be an UX Researcher. Being able to understand different

mind sets and human being behavior helps me to make better Design decisions."

● Bilingual (English & Portuguese) with International experience (Brazil, USA, Italy, Ireland, Netherlands)

● B.A. in Journalism, specialization in Digital Marketing and UX Design ● Experience in different positions in Digital Communication ● Reviewing the book "UX for Mobile (Packt Pub)● Writing the Book "Fixing bad UX" (Packt Pub)● Speaker, instructor and event organizer, workshop addicted ● Working cross-team, with Stakeholders, Designers, Product Managers, Product Owners,

Developers and other teams● Highly collaborative, ‘hands-on approach’, data-driven, people-oriented● Projects for web-based, smarTVs, digital outdoor media and mobile platforms● Passionate about UX Research

User interview/Usability Test with Mobile App paper mockup and Contextual

Inquiry with Mobile App prototype

(Client: Winnin | Target: teenagers in LA)

Jill DaSilva (General Assembly & Digital Karma)Co-Founder + Consultant + Educator + Mentor + Public Speaker

"Lisandra is truly one of the best UX Researchers that I have ever worked with. She goes above and beyond in her research and makes sure that every feature and function in her projects is based on solid user research. She has no fear of contextual inquiry and will get out "into the wild" and observe people to understand their needs more clearly. She uncovers many solutions in her research processes that would often go unnoticed in a typical project. She is objective in her work and aware of any possible biases. Her journalism background and her gentle, attentive candor makes her a great interviewer of target demographics. She is a great collaborator and critical thinker and a true delight to work with. I would work with her again in a heartbeat."

LACMA MuseumOnline Store Museum

bit.ly/UXLM-LacmaStore

Challenges

● Redesign the Online Store AI based on the Business and User needs

● Improve the Online Purchasing/Checkout process experience

"The user flows for the checkout process should keep customers focused on finalising

the transaction"

Research GoalsDuring the Design process, I used different methodologies in order to answer questions/doubts about what would be the best solutions to improve the online shopping experience, especially regarding to the checkout process.

My main goal was not only understand the Store Museum Shopper behavior, but also make sure to validate the Design Decisions.

Tools

UX ProcessResearch & AnalysisTarget: Americans and international Museum visitors

● Museum Store Shopper (user)● LACMA Store vc Online Store ● AI(Categories/Menus/Navigation)● Online checkout process

Deliverables

● UX Research Results● Persona & Scenario● Site map & Navigation● Wireframes & Prototype

Research & Analysis● Museum Store Shopper (user)

Questions- Why and what people buy at Museums stores?- What they expect from the online store?- Who are these people (clients/audience)?

Methodologies:- Secondary Research- One-to-one Interview- Facebook Survey

● LACMA Store vc Online Store ● AI(Categories/Menus/Navigation)● Online checkout process

Research & Analysis● Museum Store Shopper (user)● LACMA Store vc Online Store

Questions- Have both stores the same products?- How are the categories organised?- Who buy online?

Methodologies:- LACMA visit and observation- Online questions to the store

● AI(Categories/Menus/Navigation)● Online checkout process

Research & Analysis● Museum Store Shopper (user)● LACMA Store vc Online Store ● AI(Categories/Menus/Navigation)

Questions- What can be improved on the navigation?- How to organize the categories?

Methodologies:- Menus Analysis- Online, Paper, Image Card Sorting- Image Survey- Competitor Analysis (Navigation)

● Online checkout process

Research & Analysis● Museum Store Shopper (user)● LACMA Store vc Online Store ● AI(Categories/Menus/Navigation)● Online checkout process

Question- How to improve the experience?

Methodologies:- Task Analysis (buying a specific product)- Competitor Analysis (process/steps/forms/email)- Mystery Online Shopper- User Testing (checkout process)

Outcomes● Shopping in Museum Stores is an

extension of the Museum experience

● Shoppers expects a similar experience and products online and offline

● The shopping experience do not finish at the checkout (considering e-mails as part of the whole user experience)

● Categories and products organization were not clear, causing confusion

● Issues with Navigation and Search tool make hard to find products

Meu Carro Novo & Jornal do CarroAutomobile Classified App bit.ly/UXLM-MeuCarroNovoApp

Challenge

● Integrate both experiences Editorial (Jornal do Carro) and Financing (Meu Carro Novo) in a new Mobile App

"We want to make the users' life easier when buying a car, turning their experience more efficient, easier and better, helping

them buying better"

Research GoalsMy main goal was to understand the user behavior when buying a new car and how they use News Media content and Online Tools on their Buying process.

Then being able to help to define the best flow and main features for the Mobile app in order to help the user to accomplish it.

Tools

UX ProcessResearch & AnalysisTarget: Young Brazilians Car Buyers

● 2ary Research, Survey & Interviews● CCA & Benchmarking● Persona & Scenario● User Journey

Deliverables

● UX Research Results● Defines Flow and MPV (features)● Prototype video, images and icons choices

Role (team)

● UX Researcher; Contact with the client; and Presentation

UX Process

Research & Analysis● 2ary Research, Survey & Interviews

- Understand the User behaviour and buying process

● CCA & Benchmarking● Persona & Scenario● User Journey

Research & Analysis● 2ary Research, Survey & Interviews● CCA & Benchmarking

- Understand how the other mobile apps are solving the user problem

● Persona & Scenario● User Journey

Research & Analysis● 2ary Research, Survey & Interviews● CCA & Benchmarking● Persona & Scenario

- Understand who is the new car buyer

● User Journey

Research & Analysis● 2ary Research, Survey & Interviews● CCA & Benchmarking● Persona & Scenario● User Journey

- Understand the car buyer journey and when the News Media and Online tools are relevant in this process

Outcomes & Findings● Buyers research on internet before

buying

● Buyers check online car stores/dealer reputation

● They use Social Media to consult friends and family

● Would buy online and use app during the process

● The advantage of this service being mobile is the geolocation and ease to contact the seller through the device (WhatsApp, one-click call, Txt message)

https://www.youtube.com/watch?v=RHZltp76CaA

APMContent and Services website

bit.ly/UXLM-AMP

Challenges

● Reorganize the content and Redesign the website AI in order to let the content being easier to be found

● Increase engagement through a more interesting website and easy to use

"We have so many content and we feel the user gets lost"

Here is the live website: http://associacaopaulistamedicina.org.br/

Research GoalsThe Agency came to me with a predefined categories for new AI and Content reorganizations.

I suggested them to get a step back and understand the users' mindset in order to reorganise the content in a way that make sense to them.

Tools

UX ProcessResearch & AnalysisTarget: Brazilian Doctors

● Pre Analysis○ Data Analysis (GA)○ Heuristic Analysis○ Stakeholder interviews

● User Research (doctors)○ Screening & Recruitment○ Online Survey○ User Interviews & Usability Test○ Card sorting and Tree Testing

Deliverables:

● UX Research results● Personas● New AI, flows and wireframing● New Taxonomy and content organization

Tools

Research & Analysis● Pre Analysis

○ Data Analysis (GA)○ Heuristic Analysis○ Stakeholder interviews

- Understand the context and currently situation

● Users (doctors)○ Screening & Recruitment○ Online Survey○ User Interviews & Usability Test○ Card sorting and Tree Testing

Research & Analysis● Pre Analysis

○ Data Analysis (GA)○ Heuristic Analysis○ Stakeholder interviews

● Users (doctors)○ Screening & Recruitment- Real doctors from different places,

associated or not○ Online Survey○ User Interviews & Usability Test○ Card sorting and Tree Testing

Research & Analysis● Pre Analysis

○ Data Analysis (GA)○ Heuristic Analysis○ Stakeholder interviews

● Users (doctors)○ Screening & Recruitment○ Online Survey- Understand online habits and what doctors

consider important to see in a Medical Association website

○ User Interviews & Usability Test○ Card sorting and Tree Testing

Research & Analysis● Pre Analysis

○ Data Analysis (GA)○ Heuristic Analysis○ Stakeholder interviews

● Users (doctors)○ Screening & Recruitment○ Online Survey○ User Interviews & Usability Test- Understand the main issues on the AMP

website, what is missing etc○ Card sorting and Tree Testing

Research & Analysis● Pre Analysis

○ Data Analysis (GA)○ Heuristic Analysis○ Stakeholder interviews

● Users (doctors)○ Screening & Recruitment○ Online Survey○ User Interviews & Usability Test○ Card sorting and Tree Testing- Understand how we should re-organize the

content and define taxonomy

Outcomes & Findings● The doctors way to organise the content

was different from predefined by the Association and Agency

● Content should focuses on Services, Advantages of being Associated and Educational material

● The Association activities are not that relevant but associates want to understand what APM have being doing for them

● They are interested in closed groups and collaborations

● They would like to have access to useful tools and apps

FluidUIPrototype Tool

Challenges

● Understand what features were missing● Which features should be on the

roadmap

"We need to define what are the priorities for the roadmap and define main features to

be competitive"

Research GoalsMy main goal was to analyse users feedback and understand which features we should contemplate on the new roadmap.

Tools

UX ProcessResearch & AnalysisTarget: UXers, Designers and POs from Europe, US and Brazil

● Hipchat feedback Analysis● User interview and Usability Test● Online Surveys (clients and non-clients)

Deliverables:

● UX Research results● Usability issues analysis● Recommendations

Research & Analysis● Hipchat feedback Analysis

- Understand feedback of currently users and reasons for cancellation

● User interview and Usability Test● Online Surveys (clients and non clients)

Research & Analysis● Hipchat feedback Analysis● User interview and Usability Test

- Understand feedback new users, currently users and users who have canceled the subscription

● Online Surveys (clients and non clients)

Research & Analysis● Hipchat feedback Analysis● User interview and Usability Test● Online Surveys (clients and non clients)

- Understand what users expect from a Prototyping tool and also understand the positioning on the market

Outcomes & Findings● News users start their experience excited

about the platform and features

● Bugs and poor library makes the user don't want to upgrade or even to cancel

● Were identified specific UX and flow issues

● Users don't see value to upgrade to the paid subscription

● It is not clear the subscription is annually

CrowdynewsSocial Media Curation Tool

Challenges

● Identify UX needs for the company, run projects and train people

(currently working on this project)

"We know we need to have UX on our process but we don't know how"

Research GoalsI have identified different UX needs for the company:

● New Platform Usability Test● Identify Clients and User needs● Feed Sales and Product teams

with insights from the clients, users and market

● Make sure CSM/CS/Sales teams' feedback are listened

● Provide studies which shows application efficiency

Tools

UX ProcessResearch & AnalysisTarget: NewsMedia companies and readers from Asia, Europe, US and South America

● Stakeholders' Interviews● Clients' Feedback Analysis (VOC)● User Interview with CSM/CS/Sales team● Internal Usability Tests● Usability Test with current and potential Clients● Clients' Cases Studies (heatmap, A/B Test, End-User

Interview)● UX Workshops (internal)

Deliverables:

● UX Research results● Clients' Cases Studies● UX training and education● Recommendations

http://uxpressocafe.com/#workhttps://www.slideshare.net/lmaioli

http://blog.fluidui.com/author/lisandramaioli/https://www.linkedin.com/in/lisandramaioli/