How does one identify user pain points with an existing web experience?
By executing a usability study, of course! Myself and my Indiana University graduate class teammate, Austin Guevara, partnered with MarketWagon.com to determine how they could improve their website experience. They are a local Indianapolis company operates a local service, connecting local producers and artisans to consumers in their area.
We took care to recruit users within MarketWagon’s primary and secondary target audiences.
Research Methods:
Contextual Inquiries
1:1 Interviews
Usability Test (2 Tasks)
Data Organization:
Our research netted a plethora of information. We organized it with affinity diagrams and put together a 66 page report. The information is proprietary, so I can’t share the full report here.
Study Impact
Our client implemented many of our recommendations to the website, and they’ve proven to be solid decisions after evaluating the performance data.