3 Team Members, 5 Weeks.
Deliverables: competitive/comparative analysis, user research and personas, journey maps, user flows, site maps, sketches, wireframes and clickable prototype.
Conducted: interviews, competitive/comparative analysis, usability testing.
Design tools: Miro, Meistertask, Adobe XD, Google Suite, paper, and pen.
Users need a way to access EIU marketing content because the current website is not user-friendly, cohesive, or mobile-enabled.
The Insights section of the EIU needs a way to improve content delivery to generate more user engagement.
Create a marketing app that reflects the EIU business, engages users, and new prospects through its content.
Find new ways to increase engagement with the EIU through sign-ups, views, downloads, and sharing.
- How can we introduce new users to the EIU brand?
- What are the current user’s needs?
- What would keep users engaged with an EIU app?
- How can we scale the EIU insights section into a mobile-first experience?
- How can we create a clear path to conversion for EIU customers?
Competitive analysis and generative research
We wanted to get a sense of similar apps within the same space of a proposed EIU app. Considered were similar consultancy firms presumed to have audience overlap. I ascertained where this overlap was using tools such as Google Trends, Facebook for Business, and Alexa Competitive Analysis, Marketing Mix and Traffic. Also examined were apps considered to be best-practice or innovative in the content publishing space.
We also considered the brand position of the EIU. At the moment, the EIU is a think tank producing impartial, longform content. A future app positions the EIU within the hemispheres of bite-sized content, too.
Five interviews were conducted via video-conference. Three of our interviewees were in London, two were in New York.
Because the EIU could not supply real users, proxy users stood in instead. Our proxy users were internal EIU staff
with customer knowledge similar to end-users. Some had previously been or were currently using the premium-tier subscription product.
Difficulties with proxy users
Proxy users were ultimately viewing the end-users through their own lens. They were passionate and opinionated about who and what the EIU is/does. They also had their own preconceptions about who the users were. This meant they
would sometimes forget to answer questions from the point of view of the type of user we were asking them to imagine themselves to be.
The interviews were recorded and then later transcribed for further analysis.
Next I undertook a thematic analysis and began identifying common threads that were emerging within the interviews.
Finally, I created affinity maps for each interview. This process consisted of breaking down and isolating the responses into the seven broader categories that were identified during the thematic analysis and transcription phase. The
themes that emerged were: types of users, goals, wants, design needs, pain points, brand awareness, and other products often used.
Our clickable prototype was created and used to understand more about how users would interact with our proposed future app. Initial sketches were created with pen and paper.
High fidelity artifacts and a clickable prototype was then created with Adobe XD.
Several rounds of usability testing were completed with our proxy users as we ideated on our prototype. We received a final system usability scale score of 85 (0 being negative 100 being positive).