Newsday is a daily print and online news publisher serving the New York City borough of Queens and Long Island.
I worked with the House of Kaizen agency on this project as a Mixed Methods Researcher using live session recordings to analyze behavior patterns, find friction, analyze re-engagement with existing value propositions, and make recommendations on optimizing the offboarding process for unsubscribers who have made up their mind about leaving.
Mouse pattern analysis can provide a more complete picture of user behavior under high cognitive loads like decision making tasks. Metrics like random and straight movements, mouse hovers, etc., can be associated with perceived ease use, perceived usefulness, self-efficacy, willingness to learn or risk-perception.
Hesitation patterns occur when users are unsure where to click or which option to choose. There are two kinds of hesitation patterns: multi-target, and single-target.
Random mouse movement is a reaction to either slow UI elements, or high cognitive loads. In both cases, it manifests the same way: rapid back-and-forth or circular movements without any functional intent and with no relation to targets on the page.
Each of the 50 flows were broken down into six distinct maps – give or take, depending on the individual users’ progress.
Finally, a mega map was created.
94% of the sessions that began the flow made it this far. Longer time on card and mouse movement behavior indicate users are consuming the content.
About 30% of impressions displayed reading patterns, including resting or fixed, vertical and horizontal. This could indicate interest in the value proposition messaging on the card.
27.6% displayed hesitation patterns on “Continue to cancel”, possibly signaling anxiety, confusion, or a high cognitive load
12.7% displayed hesitation patterns on “I’ve changed my mind”, possibly mistaking it for the “Continue” CTA in some instances.
Users who select the “I’ve changed my mind” CTA land on an end of journey that does not encourage any further action to be taken.
Optimizing this experience would be beneficial for users who in fact did change their mind as well as users who accidentally selected the wrong CTA.
This is another touchpoint to further enforce the value of Newsday and make subscribers feel good about their decision!
Most users spent up to nine seconds on this step. 27.9% displayed hesitation patterns on the survey or individual survey options — which is not unusual, because they are being asked to make a choice.
Opportunity to switch radio buttons for checkboxes and obtain more outgoing data:
Some users may be rushing, feeling impatient, or dealing with slow UI elements:
Some users are mistaking the blue “I’ve changed my mind” CTA for the way forward.
9% selected “I’ve changed my mind” by mistake and had to re-start the flow again.
18.8% displayed hesitation patterns on or near “I’ve changed my mind” indicating difficulty or doubt.
2.7% almost selected the “I’ve changed my mind” call to action by mistake.
2.3% displayed a multi-target pattern between “I’ve changed my mind” and “Continue to cancel”.
6.8% displayed hesitation patterns on or near “Continue to cancel”.
Overall errors were sparse. However, one user dropped off because of an error after accepting the deal.
2.3% displayed a horizontal reading pattern on the T&C fine print.
16.2% displayed a resting or fixed reading pattern.
11.6 % displayed wild mouse or random mouse patterns indicating possible indecision, a high cognitive load, or anxiety