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(001)
Client
Telecoms Leader
Year
2022-2023
Services
(001)
Brief: Validating different parts of the proposition i.e. Is the service offering something that appeals along with the product offering / is smart homes the right product area? Before embarking on the research, we agreed on the aims. We decided to focus on the following areas: 1. Proposition: Do people understand the proposition? Are they interested in it? 2. Value Exchange: Are people comfortable with the value exchange (i.e. sharing basic household member data for more accurate recommendations)? 3. Ease of set-up: How do people find the set up and the speed of getting a recommendation? Are they willing to save their details for later?
(002)
After aligning with the various stakeholders to agree on the timelines, I ran a workshop to make sure we were all on the same page about who the target audience is. Since the project touched multiple departments, we found it helpful to come together and prioritise the characteristics - as this would impact who we would screen for our moderated and unmoderated testing. Once the concepts were selected, we started drafting the wireframes, and started to map out the journey and what we would like to learn along the way.
(003)
After a few rounds of stakeholder feedback on the design direction and making small tweaks, we tested the prototype. The participants were divided into two groups: a moderated group and an unmoderated group. - The moderated group participated in a 1:1 (+ notekeeper) zoom interview. We chose 11 participants using a screener we created based on the audience alignment workshop. - The unmoderated group completed an interactive survey with the embedded prototype in Maze. We sent this to around 150 participants.
(004)
6 out of 11 participants from the moderated study found the product either useful or stated it would save them time by tailoring recommendations. However, 5 out of 11 did not find it valuable. They stated reasons such as was wanting to do the research themselves, however, most of those who wouldn’t use Genie themselves said they would use it to help others find new products.
(005)
77% of the participants in the unmoderated study said they felt the service offered was valuable. Some of the reasons for this were “because it gives tailored offers” and “It seems to simplify the whole process of choosing products if you’re not tech savvy”. Participants stated that they would use it “for ease” and “to compare certain tech products against one another.” As established, our main hypothesis was incorrect. We had assumed that most participants would have been extremely keen on the product, but hesitate to handover their household data (household size, etc, nothing creepy!). Since the target group was highly tech savvy, they felt that the product took some of the pleasure of doing new gadget research away. Also, basically none of the participants had a problem with the data exchange, or saving their details.
(006)
We also got to learn about the general usability of the prototype by analysing the heatmaps.
