UX Research

Overview

The project was centered around a complication between a new product and an existing user-base. A major company planned to switch from an older legacy model to a new cloud-based model for their primary tax product.

The team had a strong understanding of the product from an internal perspective, but less clarity around how users actually experienced the product. I was called in, alongside a fellow UX Researcher, to solve the bottleneck of the conversion issue.

I spent months interviewing a wide variety of users, documenting the important points, and tracking them through a few UX Research methods including blueprints and user journeys.

How do we allow a long existing user base to move into the future in a seamless way?

My role as a UX Researcher

Through consistent interviews and charts, we were able to get down to the largest pain-points for the existing user group. The main questions that we were trying to answer were:

The project began with recorded user interviews, existing feedback, and workflow exploration. Those inputs were translated into product requirements and interaction models before being handed over as a solution proposal.

What we heard

The mental model didn't match the system.

The major issue was not that the users did not want to switch from a legacy product to cloud, it was that they didn't understand what the cloud product even meant. From every individual that we interviewed, and the documented user feedback charts, we found that users felt the new product was an extra step with extra cost that would lead to the same solution.

If you would like to explore this project in full, please navigate to the password-protected case study in the call to action below.

NOTE: The trust and discretion of the clients listed are of utmost importance to my practice so there are many things I cannot share publicly through this portfolio, which is why the image provided is blurred.