CONTACT DETAILS
Improving CPL Experience by UX
Research & Design
The marketer can easily create campaigning using CPL block by drag and drop.
Summary: User Research and redesign of the CPL block decreases customer support calls by 65% and raises ROI by 17%.
Problem Statement:
Mr. Tom is a 35 years old marketing manager in one of the well-known startup based in Seattle, his day-to-day responsibility is:
1. Create promotional information that will drive the business.
2. Coordinating marketing strategies across multiple channels.
3. Manage marketing campaign Budgets.
4. New ways of promoting new products come up.
5. Analyzing returns from advertising and reporting to upper management.
But Mr. Tom is quite stressed about his job because of his time management and the current tool which he is using it's a quite time consuming and confusing UX for him.
One day his friend Mr. Alan showed him a tool called "Snapyr" which is a completely new and efficient way of managing Mr. Toms' responsibilities day by day.
Mr. Tom's friend explaining to him the benefit of using Snapyr.
So Mr. Tom started using "Snapyr in his Organization and he found that:
1. The interface is quite easy to understand.
2. There is no single line of coding skills required.
3. He can manage multiple works in the same place.
4. Aesthetic and minimalist design and easy navigation provide a good experience.
The design on the right-hand side is inspired by Lego blocks. Lego block is popular among the children because it's easy to use and less time require to learn it.
So we designed our all logic and element whatever require to create campaigns in the same way as a "block (for us CPL block)" and who has a little idea about logic they can easily create it by drag and drop in a very short time, it's quite fun and requires less cognitive load.
But while he is creating campaigning in Snapyr, Mr. Tom faced a problem which is the findability of a particular block which he is looking for to build the campaign.
We have been noticed that our customer care team receives maximum calls about the same problem.
"The main objective is for users like Mr. Tom which is 78% of our total user (based on the analytics data) needs to easily find (Improve findability) the CPL blocks while creating campaigning"
My Role & Responsibilities:
UX design and Researcher under the supervision of the Art director. My responsibilities included recruiting participants, designing the user testing for the data visualization piece, facilitator during the workshop, general data collection, analysis, wireframing, and testing.
Challenges:
I have identified some of the major challenges below it:
1. Recruiting participant bais: We needed our participant who will represent Mr. Tom's persona, otherwise, we won't get the proper research
data so that was a huge challenge for us.
Solution: So we decided on some screening Q&A round before User research, which will basically filter out our guanine target user.
2. Time constraints: We had very little time on our hands so there was no option available to conduct a longitudinal research study.
Solution: So I designed our user research plan in such a way that we can get more insight into a small amount of time.
My Approach:
Below I am sharing a research plan and process which helps me conduct UX Research in an organized way.
Create a Research Plan
Forming Research Design
Conducting Research
Data Collection
Data Analysis
Drawing Conclusion
Report Making
Create a Research Plan and Forming Research Design :
Purpose:
Our main goal is that the user should find the items (blocks) properly when they are creating campaigns and need to IA(Information Architecture) structured in Snapyr.
Method:
Tree Testing:
We are basically checking the findability of our CPL block through the Tree test. In this test, we invited 30 people for this test who has knowledge about a different kind of campaigning management tools plus a bit of knowledge about our software. We basically created a dummy campaigning in Snapyr and printed out the image of that, then we ask them to create a copy of the same campaigning in the Spapyr by using CPL. During the campaigning building time, we observed their behavior, attitude and we tried to understand their pain points to make more empathetic about them.
Card Sorting:
Card sorting is a method used to help design or evaluate the information architecture of a site. so after the Tree Tests, we identified the major issue, and next, we conducted the Card Sorting method with 30 users.
Preparation before UX Research at Games24x7 @2019 copyright - Tree testing and Card sorting
Who we tested?
We Invited a total of 60 people from Bangalore in our office, 50% user for Tree Test, and 50% free Card Sorting and below I am sharing some more details about our target user.
Where we tested?
Participant Recruitment:
To recruit the user, I gave the details of our target audience to the internal recruitment team, and then they helped at this stage.
Consent and NDA:
Our internal recruitment team sends an email to the participants explaining the purpose of the study before the interviews. At the beginning of the interview session, we repeated the same information to ensure that the participant has understood and consents to participate.
Equipment Need:
A computer with internet access, paper, and pen, Lots of Post-it notes etc.
Conducting Research:
I created a test task list before conducting research that will help us conduct user research in an organized way.
Test plan list, Games24x7 @2019 copyright - Tree testing and Card sorting
This video is about conducting Card shorting at Games24x7 @2019 copyright - Tree testing and Card sorting
At this stage, people generally feel nervous because it's a totally new environment and it will not be a perfect stage if we give the tasks. so my intention is to make them comfortable as much as possible, then I gave my introduction with a little smile and I ask them what's their job or profession? hobby? etc. That will create a good bonding between the user and me.
Then I introduced our product and gave them the main task to complete that. During this time my job is to observe them and try to understand how hard it is to accomplish the goal whatever we were given by the time and what's their expression, emotions, stress level, etc. Later on, we asked some follow-up questions which helps us to understand their mental model.
Data Collection & Data Analysis:
After Tree testing and card sorting, we have got some insights and data. We created 4 segments or user (N=7) groups for each test and below I am sharing the details of our most repeated pattern user group.
Collecting UX Matric data at Games24x7 @2019 copyright - Tree testing and Card sorting
This table is about the summary of all user data
Test Findings:
Recommendations/ Modifications:
We can make the interaction better like the drop area could be bigger when users are hovering over the if section.
Recommendations/ Modifications:
We could add the search option for where the user searches for a particular item from the list.
Recommendations/ Modifications:
We can make the design and interaction better which will explain to our user how to fit a block with another block.
Recommendations/ Modifications:
We could increase the size of the top and bottom margins to make the field of selection a little bigger.
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Verbatim negative
“Difficult to find out element….”
“Operator instead of control….”
“Block color scheme can make better….”
“How to delete a particular block instead of a delete whole... “ “Placeholder element confusing me...”
“There should be left search section to find the block….”
“There should be a delete button...”
“For the waitfor block can have day options also? ...”
Verbatim positive
“I like this idea….”
“This is fun….”
“I am enjoying ….”
“I love the idea ….”
"CPL is so cool way to create campaigning"
Design and Prototype
Based on the analyzed data and user research insight now it's time to create a wireframing, visual design, and rapid prototyping.
Old design before the user research
New design after the user research
Prototype video: New design after the user research
Conclusion & Closing Thoughts:
This is the project I completely led under Art director so I was quite anxious and excited before beginning the user research I faced some challenges but my experience and leadership skills help me run this smoothly. The time of user research I have interacted with real users to understand their pain points which helps me to create better a customer-centric design. Even I made some mistakes also which I realized later in the whole journey of UX research to design process but I believe which helps me to make a better version of Udit. Lastly, I am delighted that this project has had a positive effect on the company by reducing the customer support call by 65% and increased the ROI by 17%.
Thank you for your time :)