VOC_Aggregation_and_Mapping_v2
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This document discusses aggregating customer feedback from multiple sources to improve a product's user experience. It describes a case study where customer data from post-purchase surveys, usability tests, web metrics, and on-page feedback on a Sun Microsystems eCommerce site were aggregated. This revealed patterns of usability problems and opportunities for improvement. The aggregated data was mapped to the customer task flow, providing a visual tool to identify issues, get buy-in to fix problems, and track progress of improvements. The approach saved time and money compared to additional user research by leveraging existing customer data.
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VOC_Aggregation_and_Mapping_v2
- 1. Voice-of-the-Customer Aggregation and Mapping to the User Experience Nancy Shepard Sr. User Experience Researcher January 27, 2014
- 2. 2 User experience research – often heard: • "We want to improve the usability of our Transistorized Femtosecond product. Go do some…" – Usability testing – Customer interviews – Site visits – Customer surveys – More usability testing
- 3. 3 User experience research – we often don't ask ourselves…
- 4. 4 Time machine back to 2007… • Sun Microsystems website eCommerce project: – New Sun Store where customers could select and configure servers, add them to a cart and check out with a credit card – revolutionary, for that time! – Besides usability testing portions of the site before it was launched, I did a major study after the store went live to find out where users were having problems – At the same time, other groups were spinning up their own data collections on how the store was performing and what customers were saying – Result?
- 5. 5 Chaos! Post-purchase survey: Quantitative, but not much detail on how to fix it Usability Test: Qualitative, but not large numbers Web Metrics – Omniture: Quantitative, but vague on what the problems were On-page feedback – (Opinion Labs): Quantitative, but light on "why?"
- 6. 6 This became an opportunity • Start aggregating what we had already collected and start sharing what we knew • Look for patterns and identify hot spots • Initiate action on the issues • Track progress on solving the issues
- 7. 7 New Store Customer Feedback and Metrics: Looking at Data Sources Together
- 8. 8 Nine days later…. The team was logging requests for enhancements (RFEs) and making design changes The chart started to get used for tracking progress
- 9. 9 Two months later…. Team could see progress as changes were made and in which releases those changes would be included
- 10. 10 Lessons learned • We already had a lot of information about how our customers were using the website but it existed as separate sources • Aggregating this existing data and mapping it to the customer task flow presented strong patterns that revealed significant opportunities for improvements • Without doing additional user research and using the data we had, this method saved time and money • The user experience mapping was also a powerful visual tool to get buy-in for fixing the problems and also monitoring progress as improvements were made