tools for data-driven design: remote ux research

Tools for Data-driven design:Remote UX research

Lauri ApajalahtiService Design Lead @DNA

@LApajalahti

How to validateyourdesign withactualdata priorto thelaunch?

DNA BusinessOur values

709

#Fast#Bold#Straightforward

Vision & mission

Employees in DNA Business

DNA Ltd. Total revenue in 2014 : 833.5m€

The most satisfiedcustomers

Employees in

DNA Ltd. 1748

DNA Business Revenue 2014

211m€

EPSI Rating

Focus on customer service

Every third

DNA employee works

in customer service

#1

Background

Case Passion

Project GoalsCase Passion

Service Design ApproachCase Passion

Information architecture (IA) focuses on organizing, structuring, and labeling content in an effective and sustainable way.

IA problem 1:How to combine two totally different

services into one?

IA problem 2:How to replace DNA internal terminology

with customer language?

IA problem 3:No data to build on

Research question:

How to design an IA-model that1. Supports both customer (large enterprice and SMEs) and

DNA employees needs?

2. Provides intuitive FTU and is easy to learn?

STEP 1 - CARD SORTING

Create few different IA-models

STEP 2 - TREE TESTING

Test IA-models with customers

STEP 3 - TREE TESTING

Validate the chosen IA-model with customers

Method:

Remote User Research

Step 1: Optimal workshop – Card sorting

“how people organize your content”

ThinkLabel all the relevat terms used

in menu structures (Minun yritykseni & TSO)

TestRun the test with DNA Business employees.

In the test participants will:1. Categorize content

2. Label the groups

AnalyseAnalyse the results

(~150 answers)Create 4 different IA-

models

Step 1 – Card sorting (DNA internal)

Step 1: Results

Step 2: Optimal workshop – Tree testing

“where people get lost in content”

ThinkSet max. of 10 relevant tasks (the

primary use cases)

TestRecruit participants (email

4000 DNA customers)In the test participants will• Go through all the tasks• Navigate to chosen

destination and set theiranswer

(”I’d find it here”)

Analyse1. Analyse the results

(~500 answers)2. Create IA-model for

step 3

Step 2 – Tree testing (customers)

Task 1 2 3 4 5 6 7 8 9 10

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hen

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s. T

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ne la

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.

Yrity

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ne in

tern

et-y

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s on

poi

kki.

Ilmoi

ta v

iast

a

DN

A:ll

e.

Laaj

akai

sta

onge

lmaa

ei o

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iel a

korja

ttu.

Sel

vit a

kui

nka

nope

asti

DN

A o

n si

tout

unut

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aan

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aa. J

arje

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stay

htey

s uu

teen

oso

ittee

seen

.

Total Successes 116 97 68 82 69 77 103 29 91 27Total Success % 93 % 81 % 58 % 69 % 58 % 66 % 88 % 25 % 78 % 23 %

AL

Direct Success % 89 % 68 % 50 % 62 % 14 % 56 % 81 % 13 % 56 % 12 %

Indirect Success % 4 % 13 % 8 % 8 % 44 % 10 % 7 % 12 % 21 % 11 %

Total Success % 93 % 81 % 58 % 69 % 58 % 66 % 88 % 25 % 78 % 23 %

JH

Direct Success % 45 % 14 % 41 % 35 % 71 % 68 % 89 % 35 % 49 % 27 %


Total Success % 67 % 35 % 46 % 38 % 87 % 81 % 96 % 48 % 78 % 36 %

Card sorting

Direct Success % 61 % 24 % 24 % 45 % 43 % 50 % 72 % 24 % 25 % 9 %


Total Success % 69 % 27 % 34 % 53 % 46 % 58 % 85 % 32 % 45 % 21 %

TSO

Direct Success % 18 % 61 % 6 % 2 % 68 % 1 % 14 % 29 % 3 %

Indirect Success % 11 % 3 % 1 % 1 % 7 % 1 % 14 % 21 % 2 %

Total Success % 30 % 64 % 7 % 3 % 74 % 2 % 28 % 50 % 5 %

Step 2: Results

Step 2: Results

ThinkSame tasks than in step 2

TestRecruit participants (email

3500 DNA customers)In the test participants will• Go through all the tasks• With each navigate to

chosen destination and set their answer(”I’d find it here”)

Analyse1. Analyse the results

(? answers)2. Design prototype with

the chosen IA-model.

Step 3 – Tree testing (customers)

Current phase

Step 3: Results

Pros & cons

Thank you.Lauri Apajalahti

Service Design Lead @DNA

@LApajalahti