OFX – UX Research
My Role
User Research
Workshop Facilitation
Human Centred Design
Client Engagement
The goal of this project was to investigate & understand the needs and pain points of the users associated with using the OFX.com website. User feedback will guide us
to identify how to best service customers when they engage with the website
Project
Deliverables
1. Experience Themes that provide a clear picture of the user issues while using OFX.com
2. User Archetypes that help understand user behaviour, expectations and general characteristics
3. Design Principles that can act as a guide to make design decisions and ensure user centered focus in future design projects
As the project lead, the decision was to kick off the project with stakeholder interviews from several teams to get an inside pov of user issues, problems with the website etc. We also kicked off the secondary research phase involving a thorough document review, competitor review and heuristic review. This phase helped us inform the recruitment, discussion guide and planning for the user interviews phase.
We conducted 20+ user interviews remotely over a video call. This allowed us to unpack a several experience themes of users while using ofx.com. For every theme, we presented a clear tactical solution that can be implemented to the website to address the issues.
We used these insights as a basis of stakeholder workshops to promote the HCD methodology to the client and also ensuring that the research insights are used to impact design decisions. These workshops were also used as an brainstorming session to give a clear solution oriented direction to the research project.
The next task was using all the research data, the insights, the findings stakeholder workshops to develop user archetypes. These User Archetypes are a fundamental tool used during the design process to ensure that the end user is always a consideration that drives the final design decision. We also developed Design Principles that are value
statements that describe the most important goals that a product or service should deliver for users and are used to frame design decisions.
Project
Impact
1. Experience Themes uncovered a clear picture of where the user issues lie with the ofx.com website
2. User Archetypes helped the client understand user behaviour, expectations, general characteristics and how the can target specific user segments in order to create a good UX
3. Design Principles helped the product & design team to understand the direction to take with the website and highlight key areas for improvement