Conversocial is a provider of social customer service software.
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The Project
Leading the discovery phase and building UX strategy recommendations for the evolution of the product and its concept.
The Problem
How can we learn from our end-users to improve our existing product?
The Approach
I’ve been hired by Conversocial to tackle the Discovery phase of the project.
Challenges
No data on usage
The Discovery process
The Discovery phase took place over 4 months, through which I have received some support from 2 other UX professionals.
1.Strategy
In order to plan and drive the UX Research efficiently, I usually ask a set of questions from the start, such as:
What is the company’s strategy?
What triggered the current project?
What is the scope of the project?
What has been done before? Any failure? Any success?
Who do we target? Why?
What are your expectations?
Any quantitative / qualitative data available?
Etc. ..
2. Research
Taking over from a previous UX designer, I proceeded to the following activities:
Stakeholders Interviews
End-User Interviews (Customer Service agent and Customer Service Manager)
Usability testing sessions
Contextual inquiries
I have been writing interview questions, usability testing script and tasks. Finally, I worked closely with account managers in order to screen companies and organise the logistic to drive the project (visit to client office, booking room, recruiting relevant users, etc. ).
3. Analysis
I transcribed and documented all the findings, to then colour code it to identify patterns and trends.
I could then compare the results from the usability testing sessions, by considering the efficiency, effectiveness and satisfaction
To organise the findings, I then built an affinity map, which enabled me to translate it into insights.
4. Delivery
User Focus
I used the data in order to build Persona which enabled the team to finally gain visibility on the users and grow empathy.
Product Focus
I delivered Screen annotations organised per severity:
- Critical
- High
- Medium
- Low
Strategy Focus
I built a UX Strategy report for the C-suite with key recommendations on potential risks and opportunities in-within and outside the existing product.
