THE TASK
THE TASK (3 minutes read)
THE TASK (3 minutes read)
RESEARCH
Review four mobile apps to benchmark what they are doing well to emulation.
Create an online survey to learn more about the goals of airline customers.
Conduct a usability test to gather information about the user’s goals, behaviours, pain points and mental models context.
Analyse the context, goals, behaviours, pain points & mental models of the users via taking notes on the positive & negative emotions experienced by the user.
Online Survey
Research Objectives
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Collect responses from people who have used an airline app ideally within the past 4 weeks.
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Aim to get a minimum of 15 responses.
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Gain quantitative data to underpin all other research conducted in project.
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The survey generated 10 questions to avoid users attention dropping and asked some golden questions;
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Why they visited?
Did they achieve their task that day? If not why?
& what improvements would they make.
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The survey also highlighted some supporting quantitative data.
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Usability Testing
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Script a recruitment screener to recruit user test subjects.
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Script questions that are unbiased, structured and useful.
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Develop a consent form.
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Select use tools to record the test.
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Make user feel welcome and comfortable during testing.
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Set-up a comparative test with the same scenario on two different airline apps.
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Hone in on particular points of interest (goals, behaviours, mental models and pain points).
Recruitment Screener E-mail 1
Recruitment Screener E-mail 2
Sample of Scripted Questions
Room Setup
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Reflector 3
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OBS Studio
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Microphone
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iPhone
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Macbook Pro
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Facetime HD Camera
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Pad and paper for notes.
Note Taking
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Create a bank of insights to use in all subsequent projects.
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Take notes on the user experience: goals, behaviours, pain points, mental models and contextual information.
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Be concise, detailed and form in a hierarchy of key points.
Notes were taken roughly during the video interview
These were then reviewed and analysed further after the interview had taken place
The ​outcome led to some interesting insights about the user's goals, behaviours & attitudes towards the software tested.
Furthermore, some common pain-points began to prevail like the fare comparison sections on each app.
ANALYSIS
Affinity Diagram
Create an affinity diagram & structure the qualitative research. Collaborate with a colleague and document techniques, categorising loose headings for information architecture.
Analyse the context, goals, behaviours, pain points & mental models of the users via taking notes on the positive & negative emotions experienced by the user.
Create a linear customer journey through the mobile app based on the research insights.
I'm not optimised for mobile as yet. Please visit me on a desktop, laptop or tablet. Thanks
Marcus Kitchen
Hi I'm Marcus, I work with software products and am based in the UK.
I help people research,
define and design opportunities, solving real user problems.
Scroll down to see my process & projects...
Projects...
I worked for Financial Force (now Certinia) for just over two and a half years and was originally employed through their graduate program. My first feature crew project was based around streamlining user management processes within Financial Force (see project below).
Following this, I worked on consolidating Avalara AvaTax (Tax Calculation Software) across the business
into one space making it easier for the customers to find tax calculation pages for their requirements.
More recently, I delivered a Mapping UI called the Transform Service that allows users to transform data from one form into another helping them improve their data accuracy for auditing purposes and improve troubleshooting tasks.
The last project I worked on collaborated with the Customer Life Cycle Experience (CLX) and Accelerate department, onboarding users with feature activation reducing their time-to-live and increasing adoption of features by making them easier to enable.
My work adopted an agile mindset within a team of sixteen including an ETLs, UX Designers a Technical Writer
and a whole team of Software Developers that collaborated on the work helping drive business objectives and key results.
User Management Project
Projects...
In this project I studied the user behaviour of the Village Hotel's food & beverage mobile app. I started this project in the first lockdown by contacting the chief technical officer via Linkedin. This allowed me to put my skills to practice in a real working environment and apply it to a different industry. This project is currently ongoing.
Projects...
This project consisted of work I did for my UX Diploma at Glasgow Caledonian University, run by the UXDI.
A mobile flight booking system needed designing to challenge businesses like easyJet, British Airways and Ryanair for example. However, there was no research, design or testing in place so I was tasked with implementing an end to end solution ready for developers to work on.​
Projects...
This was a freelance project carried out during the second lockdown between November & December 2020 and consisted of designing a client portal user interface and slight rebrand of the website's logo.
