Bell | Portfolio

01 Background & Objectives

Background

The goal of this research is to understand the needs and behaviors of our business customers who purchase multiple mobile devices in our digital marketplace at once. Specifically, the research aims to gather insights that will inform the design of a bulk configuration feature, allowing users to configure multiple devices simultaneously. The outcome should streamline the buying process, reduce user effort, and increase satisfaction.

The goal

• Identify Pain Points: Understand the challenges users face in the current individual device configuration process.

• Assess Needs: Determine the demand and specific needs for a bulk configuration feature among business customers.

• Evaluate Usability: Test the usability of the proposed bulk configuration flow, identifying areas for improvement.

• Gather Feedback: Collect feedback on the proposed design to ensure it meets user needs and expectations.

Research questions

• What difficulties do users encounter when configuring multiple devices one by one?

• How do users prioritize features, plans, and terms when purchasing multiple devices?

• What are the expectations and preferences for configuring multiple devices simultaneously?

• How does the bulk configuration feature affect the overall buying experience?

• What adjustments or enhancements can be made to improve the bulk configuration process?

02 Criteria

Participant Recruitment

• Criteria: Business customers with a history of purchasing multiple devices, representing various industries and company sizes.

• Recruitment Methods: Outreach through the company’s customer database, email invitations, and possibly incentives for participation.

Data Collection & Analysis

• Qualitative Data: Transcription and thematic analysis of interviews, observations, and usability sessions.

• Quantitative Data: Statistical analysis of A/B testing metrics.

• Synthesis: Integration of findings to identify key insights and design recommendations.

03 Methodology

A. User Interviews

• Participants: 8-10 business customers who have previously purchased multiple devices through the marketplace.

• Objective: Explore their current experiences, pain points, and needs related to device configuration.

• Format: Semi-structured interviews focusing on past experiences, hypothetical scenarios, and preferences for bulk configuration.

• Time-Consuming Process: Users consistently reported that configuring each device individually is tedious and time-consuming, especially when purchasing large quantities.

• Repetitive Actions: Many users expressed frustration with repetitive tasks, such as selecting the same plan and features multiple times for different devices.

• Increased Error Potential: Users noted that configuring devices one by one increases the likelihood of making mistakes, leading to inconsistencies in configurations.

B. Contextual Inquiry

• Participants: 3-5 business customers observed while using the current marketplace to purchase multiple devices.

• Objective: Understand real-time behavior, decision-making, and challenges in the current buy flow.

• Format: Observation and follow-up interviews during and after the task to gather insights.

• Sequential Tasking: Users typically approach device configuration in a sequential manner, leading to a rigid workflow. Observations showed that users often wished they could configure multiple devices simultaneously to save time.

• Decision Patterns: Users generally make uniform decisions (e.g., same plan, same features) across devices, further supporting the need for bulk configuration. However, a small subset occasionally required custom configurations for certain devices, such as for different employee roles.

• Increased Error Potential: Users noted that configuring devices one by one increases the likelihood of making mistakes, leading to inconsistencies in configurations.

C. Usability Testing (Prototyping)

• Participants: Same 3-5 customers observed from the contextual inquiry activity.

• Objective: Test a prototype of the bulk configuration feature, focusing on ease of use, efficiency, and satisfaction.

• Format: Task-based usability sessions using a high-fidelity prototype, followed by post-test interviews.

• Ease of Use: Participants found the bulk configuration interface intuitive and easy to use. The step-by-step process was well-received, with users appreciating the clear options for bulk settings and exceptions.

• Efficiency Gains: Testing showed a significant reduction in the time taken to complete a bulk purchase. On average, users completed the configuration 60% faster compared to the old flow.

D. A/B Testing (Post-Implementation)

• Participants: Same 3-5 customers observed from the contextual inquiry activity.

• Objective: Test a prototype of the bulk configuration feature, focusing on ease of use, efficiency, and satisfaction.

• Format: Task-based usability sessions using a high-fidelity prototype, followed by post-test interviews.

PROJECT

Timeline & Deliverables

Timeline

Days 1 - 3

Participant recruitment and scheduling

Days 13 - 15

Data analysis and synthesis

Days 4 - 8

Conduct user interviews and contextual inquiries

Days 15 - 17

Report writing and presentation of findings

Days 9 - 12

Usability testing with prototypes

Deliverables

Research Report

A comprehensive document detailing research findings, insights, and recommendations

User Personas & Journeys

Updated based on research findings, focusing on bulk configuration needs

Final Presentation

Summarizing the research process, key insights, and design recommendations