0/ Summary
This case study covers adding a new feature and gamification to improve user experience by knowing more about the users.
PROCESS
- Wireframing
- Prototyping
- Remote usability testing
- Designing UI
DELIVERABLES
- Design iterations
- A measured improved UX
- UI designs
- User testing report
OUTCOMES
Usability tests of the new design and gamification showed that 87% of users were more likely to fill in their full profile information.
2 months after implementing new design 48% of active users had enough information on their profile compared to 13% in the beginning.
1/ Understanding the problem
THE BRIEF
Initially, I received a brief from the customer success team to help them get more information about the community users. During initial sign up the user needs to only fill out minimal data (such as email, name and password) to make the sign up process easy and fast. For better knowledge about each user, the customer success team needs to know some additional information about each user.
This sparked two questions. What kind of information does the customer success team need and how many users are currently lacking necessary information on their profiles.
FIRST STEPS
As the first steps I had to find answers to the two questions.
First I asked the customer success team what is their goal, what information do they need about the users. After a meeting with the team I figured out that each user should ideally have their location, company, role and which product they use on their profile.
Secondly I needed to know how many users currently had all of that information filled in on their profiles. Together with the team we found out that only 13% out of a little over 4000 users had all of that information on their profiles. This was the benchmark to start from.
2/ From ideation to testing
IDEATING AS A TEAM
After taking time to understand and define the problem I run a session together with the DCIM support team to explore potential ways to tackle the issue. Outcome of the session was an initial whiteboard sketch that I later made into a working prototype. The prototype included elements of gamification, such as a progress bar to show the user how close they are to their goal and a badge as a reward when the goal is completed.
TESTING WITH REAL USERS
The prototype was tested remotely with 20 real users of the community. The participants were given instructions to create a profile to find an answer to a given question. During that it was observed how many of the participants went through to fill in all necessary information before proceeding. 87% of participants were likely to fill in all of the required information.
3/ Final iteration
Taking learnings from qualitative user testing and turning it into final iteration. Gamification proved to work well with encouraging users to fill in the missing information.
4/ Outcomes
OUTCOMES
Usability tests of the new design showed that 87% of users were more likely to fill in their full profile information.
2 months after implementing new design 48% of active users had enough information on their profile compared to 13% in the beginning.
