ABC App Research

MY ROLE: Junior UX Researcher

TEAM: ABC Innovation

KEY STAKEHOLDERS: ABC App - Product Manager, UX Lead, Audience

PROCESS:

  1. Scoping

  2. Survey

  3. Contextual Enquiries

  4. Analysis & Insights

The Brief

To engage in a program of research to improve understanding of user behavior in relation to the ABC app - which will help inform the app’s vision and roadmap.

Key objectives

  • To clarify a vision for the app.

  • To find out if it meets user’s expectations.

  • Identify market segmentation and trends.

  • Uncover valuable insights to inform broader ABC digital strategy.

Approach

Current knowledge about the app was reviewed and a gap analysis was conducted. A number of assumptions were identified which needed to be validated. The UX Lead designed a program of research which incorporated a survey followed by a series of contextual enquiries (phone interviews).

Survey

I worked on the design of survey questions and the build of the survey in Qualtrics, using display logic to select which questions to display to  each respondent, based on their previous answers.

The survey was distributed via ABC channels (social media, homepage and newsletters) to target existing users of the app and then via a panel supplied by Qualtrics of non-ABC engaged smartphone users.

Some of the insights captured via the survey questions included:

  • Combination of devices used.

  • Usage habits - when, where, how often?

  • Apps installed on the devices.

  • Attitudes to news.

  • Relationship with the ABC.

  • Opt-in to join ABC research panel (1000+ members recruited)

Contextual Enquiries

From the newly recruited research panel, a broad mix of members were selected for phone interviews. In addition, a panel non-ABC engaged participants were recruited externally.

The interview participants were prompted to construct mini-narratives about their typical media consumption throughout the day, from when they wake up in the morning and check their phone, to their commute and relaxing in the evening.

The interviews uncovered a broad spectrum of content consumption and device usage mixes across the users.

Analysis & Insights

Using all of the information gathered in the survey and contextual enquiries, we were able to validate our pre existing assumptions and glean new insights. The research helped to inform decisions about the product roadmap and the app’s vision as well as providing broader context to feed in to reach modelling initiatives and broader digital strategy at the ABC.