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My Quest

 

When I first joined the UX team at my current company, one very valuable thing the team was missing was information on their existing user base. They didn't have any window into who their users were, what they were primarily doing on the site, or how well the website was able to meet their users' needs. Needless to say, this lack of insight made it difficult to know who to design for and where to focus efforts.

 

My Solution

 

Because the product already had a massive user base, the best approach to gain these insights was to use an Intent Survey.  The overall goal of the survey was to learn who our users were, what they came to the site to do, and if they felt they were able to accomplish their tasks. 

I worked with key stakeholders, UX team members, analytics and IT to design and implement the Intent survey across the site. The study was run in the U.S. for the first year and then extended into 3-4 additional regions. I collected thousands of responses, analyzed the data, and presented the insights to team members and executives. This information helped us better understand our users and their pain points, year-over-year changes, and key differences between regions.

 

Outcomes:

 

  • Launched a site-wide true intent survey to gain insights about customer profiles, intents, and self-reported success 

  • Continued to manage & run this survey for 3 consecutive years 

  • Shared insights across the company to boost collective knowledge about users

 

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