Evaluative Research
The Question: How can we further improve our designs before launching our new platform?
My Role: Lead UX Researcher
Methodologies: Unmoderated usability testing
TL;DR - An industrial retailer was about to launch a new self-service portal which would allow their customers to manage their account, track orders, and request returns. Before launch, they wanted to conduct usability testing on a high-fidelity prototype to ensure the experience was user-friendly. A series of unmoderated usability tests helped identify issues early so the team could make improvements before the site went live.
The Brief
An industrial retailer was months away from launching a new self-service portal which would allow their customers to complete key ordering tasks such as tracking shipping, requesting returns, and filing complaints. Before launch, they wanted to conduct usability testing to verify that the designs were user-friendly and identify any issues before moving into the final stages of development.
They wanted to pay close attention to the following information:
Can customers successfully complete key tasks using the portal?
Can customers easily find what they’re looking for?
Where do customers get lost or frustrated within the portal?
What are the most significant changes that need to be made before launch?
The Process
There were many tasks that clients could perform on the site and it was important to gather feedback on all of them. Instead of conducting one long usability test covering multiple tasks in one test session, it made more sense to run smaller, more focused test sessions.
Because of this, the project ran in 2-3 week sprints. The client would decide which task they wanted to focus on, and I would write a test plan, launch and monitor the test sessions, and analyze the results. This process went on until we completed testing for all of the key tasks. Focusing on one task as a time allowed for more detailed feedback and more impactful changes.
Tests were unmoderated to better reflect the real life environment customers would have when completing these key tasks in their day-to-day lives. Participants could complete their tests at their own pace and at a time that worked best for them such as in between work meetings or on their lunch break. Unmoderated testing also allows participants to express their frustrations more freely than they might when a moderator is present. It was a valuable opportunity to hear candid feedback from real customers interacting with the experience in their own environments.
The Insights
Over the course of running multiple usability tests, we discovered that the overall layout, navigation, and major design choices worked well for the customers. In general, participants were able to find what they needed and complete most key tasks with ease. This reassured the client that their earlier design and research work had been successful.
At the same time, the testing uncovered several smaller usability issues that made it harder for customers to quickly find information or complete tasks confidently. Many of these issues came down to unclear labels or important information being hidden within dropdown menus. Because these issues were identified before launch, the design team was able to make updates quickly and efficiently.
Small adjustments like clearer labels and making important information easier to find helped customers feel more confident completing tasks.
The Impact
The research enabled the design team to refine critical workflows before finalizing development and launching the platform. Identifying usability issues during the prototype phase reduced the risk of customer frustration and minimized the need for costly post-launch updates.
My Reflections
One of the most rewarding parts of this project was seeing the platform become more polished throughout each testing sprint. However, I believe digital products should continue evolving long after launch. Without continuous monitoring of customer feedback and analytics, a site can become stale and unusable over time.
I would love to revisit this project a year after launch and see how the platform is working for real customers and identify additional opportunities for improvement.
This project focused on evaluative research. I also have experience with discovery research. You can check out that case study here.