1. Digital Experience Survey
Method: Google Form
Why? To set usability benchmarks. To gather current SUS, NPS, and CSAT metrics.
In addition to usability testing, my team and I created a web survey to generate more benchmarks.
I created the entire survey basing it on questions to capture:
- SUS (Perceived Usability)
- Modified NPS (Loyalty)
- Modified CSAT (Customer Satisfaction)
The survey had 14 questions, was put on the current website for 3 weeks, and had 57 responses.
Overall our SUS score was 64 (anything below 68 is considered below average).
2. Let's Get to Know Stakeholders!
Method: Stakeholder Interviews.
Why? To learn about the company, stakeholder frustrations and expectations, and build relationships.
This helped me learn what the company did - and how best I could help them.
In total, 23 interviews were done over the span of 1 month. Notes were taken in Evernote.
3. Alright, Let's Get to Know Our Users...
Method: Proto-Personas, Journey Mapping
Why? To create consensus on top user needs and problems, focus on key users, problems and scenarios.
Over 2-4 weeks, my team and I created proto-personas.
- I established recurring research meetings with my 2 designers, 2 cross-department staff (Membership & Sales).
- I taught workshops on Research, Personas and Discovery Interviews.
- I created the persona template for the team through Google Draw.
- I assigned team members to work with stakeholders and set deadlines.
- Worked with manager to narrow and consolidate 14 proto-personas to 3.
4. Do We Know the Business Perspective?
Method: Lean Canvas (Derivative of Business Model Canvas)
Why? To work together with stakeholders to get THEIR perspective on top problems, needs and expectations.
Over a 1-2 month span, I led multiple sessions until my team was able to do a few sessions on their own.
- I created Lean Canvas template in Google Draw
- I created 8 out of 13 total Lean Canvases
5. Let's Define Objectives and KPIs with Executives
Why? To work with Stakeholders to establish expectations -- their success criteria. To establish benchmarks for current and desired states.
"Besides pretty pictures, how do we know we are successful through the digital channel?"
This is what I asked multiple Executive and business stakeholders as I worked with them to verify and define: Objectives and KPIs.
I then proceeded to gather 2017 data through Google Analytics to setup a baseline for post-launch.
All work was done over 2-3 weeks. Seven, 1 hour Stakeholder meetings were conducted.
6. See What the Competition is Up To
Method: "Blue Sky Boards"
Why? One of our aims was to beat the competition, so visibility was key. To share with stakeholders and get their input. To inspire and set a high bar for the team.
Doing a feature by feature competitive analysis for each product would take too long. Instead, I instructed each designer on my team to do "Blue Sky Boards".
During research and design phases, each designer would research competitors (and exemplars), take screenshots, and present those to Stakeholders to get feedback during Lean Canvas meetings.
7. Ask Staff to Review ALL 6000+ Pages
Method: Site Audit
Why? To define project scope and eliminate unnecessary pages (and unnecessary future work).
The initial Computer.org website had 6,000 pages! We knew that many of these pages were outdated and unnecessary.
- I asked IT for a list of all pages.
- Over 2-4 weeks of followup, I emailed all staff members to review their pages and mark the pages they did not want in an excel tracking sheet.
As a result, we ended up eliminating 4,000 pages.
8. Define the Design Roadmap and Scope
Method: Project Plan
Why? To articulate all the work needed from the design team, get stakeholder buy-in, and set scope.
We did not have a designated Project Manager so I was asked by my manager to put together a design project plan. Over 2-4 weeks...
- I created Design Project Plan using Smartsheets, estimating
- I setup multiple meetings to discuss with my team and Executive stakeholders
- I got buy-in from Executive Stakeholders (IT, Product, Sales).
The core outcome of this exercise was that we changed focus to designing Templates. This helped reduce the number of man hours and ultimately development effort.