Research Findings
The research yielded actionable insights. Several hypotheses were not proven wrong.
Case Study
Complex, Interactive Prototyping
Supporting formal user research with a robust and dynamic, interactive prototype.
Allowing test participants to move freely through a working prototype yielded actionable and reliable feedback that inspired the overhaul of a multimillion dollar eCommerce funnel.
Standalone Prototype
Situation
AT&T wanted to elevate the shopping cart experience and reduce bounce rates. In part, these concerns related to the DirecTV loyalist that AT&T had acquired and concerns over brand abandonment.
Formal user research was scheduled and a robust prototype was requested to support evaluative research activities.
Formal user research was scheduled and a robust prototype was requested to support evaluative research activities.
Challenge
The research effort desired a prototype that allowed the test subject to add (and remove) any eligible product to the cart without moderator guidance.
Produce a dynamic and clickable prototype that mimic’d the live AT&T shopping experience as closely as possible.
Produce a dynamic and clickable prototype that mimic’d the live AT&T shopping experience as closely as possible.
Approach
Prototype: At the time, AxureRP was considered the go-to for complex prototyping. I leveraged my coding knowledge to build out a dynamic, clickable prototype using global variables, dynamic panels, conditional logic and JavaScript. I’m now producing prototypes of equal complexity using Figma.
User Testing: We took a pure User Experience design approach that included conducting moderated and unmoderated cognitive walkthroughs with participants in a formal lab setting.
User Testing: We took a pure User Experience design approach that included conducting moderated and unmoderated cognitive walkthroughs with participants in a formal lab setting.
Outcomes
My dynamic prototype helped confirm various visual and interactive design hypotheses concerning the checkout funnel. These findings helped build an argument that led to overhauling AT&T’s entire purchase experience.
Primary Target User
AT&T practices user centered design program that is responsible for producing qualified artifacts from generative user research activities. This case study targeted seven distinct personas with the DirecTV Loyalist being center stage.
Persona
Ken Smith
Age
Mid 30’s
Occupation
Restaurant Manager
Location
Baltimore, MD
Income
~$75,000 / yr
Affinity
He watches local television and sports channels in his spare time; especially to wind down in the evening after a long night at work.
Savvy
He has grown comfortable using DirecTV portals before the merger. He knew where to find bits of information and was able to manage his account fluidly and without much friction.
Emotion
Anxious that the merger will force change on his account, pricing and product features.
Attribute
Doesn’t want to go through the hassle of switching carriers but is already shopping; he assumes worse case scenario.
Attribute
He is considering buying his first home this year and is serious about penny pinching; bundling services is a topic he will consider.
Validation Case
AT&T’s research team defined the validation case and the design artifacts (including level of fidelity) needed to support the effort.
Scenario
AT&T and DirecTV have merged. You are still subscribed to the DirecTV Select plan. You are interested in changing your TV plan so you get more channels.
You are also interested in maximizing the discount opportunity associated with the Watch More, Save More discount offer.
User task 1
Change Plan
Change your current TV plan to any other plan with more channels and…
User task 2
Find Discounts
Make whatever changes necessary to your account that allows you to take full advantage of the Watch More, Save More discount offer.
Testimonial
“This just might be the most helpful prototype we’ve had here in the AT&T lab…”
Gayle D. — User Experience Researcher