Qualitative & Quantitative Research/Analysis
PROBLEM
The B2B Team/Organisational Training audience is not reaching out through the website CTAs, and the bounce rate on the corporate training pages is high. How can we optimise the content and the journey, and where and why do users bounce?
CONTEXT
ThisisHCD.com (This is Human Centred Design Network) serves as a main website for a range of solutions for the design community: a design podcast, individual coaching, a designer community, and organisational team training.
GOAL
To find out more about the B2B training journey and users, and to help find solutions to increase user-to-lead conversion via the website.
MY ROLE
I was hired mainly as a UX Researcher, with the goal of delivering informed insights from different research methods.
MAIN ASSUMTIONS
The research should not only be on the Training page, but also on the Home page and the Google profile.
Above the fold has a good design but poor functionality.
Users want to know about trainers
Stakeholder Interview & Website Usability
To get a full picture, I wanted to see how This is HCD’s founders perceive the design training market, what the website issues are, what the usual customer profile is, and the path to getting the customer.
At this stage, I have also detected and fixed some minor usability errors, like missing links and accessibility issues with colour/font (WCAG).
2. Quantitative Research
Before reaching out to customers, I wasn't sure how to get some quantitative insight to add to my hypothesis. To achieve this, I have conducted a competitor analysis, researched Webflow Analytics, performed an SEO Analysis (including Google ratings and AI recommendations), and set up a website feedback loop with Hotjar. I have also detected hotspots on multiple sites that I believe are connected to the Team Training Journey.
3. Qualitative Research
I have interviewed five previous/current customers, who are design leaders in a mix of public and corporate sectors in the UK and Ireland. The interviews are done online. To get more ideas on the journey, I have watched a number of user videos through HotJar that landed on the main training pages.
4. Analysis
I have manually gathered the quantitative insights from different sources and used Dovetail to extract the insights from the interviews based on the topic, subsite, and emotion (positive, negative, neutral).
I used data from Dovetail to complete the Rainbow Analysis to get insight into the severity and repetition of the problem.
5. Ideation (Personas & Journey)
Based on research, I have identified two distinct behaviour patterns when searching for design training solutions, and based on that, I created two personas and user journeys for each using Smaply.
6. Solutions
Based on the findings, I have made a solution matrix throughout the whole website. With the conversation with the stakeholder, we have set up the most urgent changes that match the current resources and then solutions can be tested over time.
MORE DETAILS COMING SOON……