The UX team conduced an Ethnographic study in the spring of 2017. We interviewed and observed 20 participants as part of our study. The study generated 550 data points based on customers and non-customers from our target segments of small to medium sized business in categories such as SaaS, Ecommerce and Agency. This data allowed us to generate deep insights into motivations, behaviours and pain points for our customers.
We got a good understanding what our customers do on a daily basis and in what context our tool is used. This was one of our first big user research initiatives and it helped us understand user behaviour.
We were able to see their challenges in a new way, which inspired us to embody them in a direct representation of an archetype.
It allowed the UX team to use archetypes as a guiding light. It informed our decisions whenever we were defining and designing new features. We understood how sophisticated our archetypes are, what matters to them and how important each aspect of their focus is.
Denis Suhopoljac (design director), Alecia Morris (director of ux), Ricky Knight (ux manager), Sarah Gillis (senior product designer), Topp Brocales (product designer), Sarah Gillis (product designer), Denise Villanueva (product designer)
Interviews, Recordings, Data Points, Participant Posters, Affinity Mapping, User Archetypes and Experience Principles.
Growing their business by maximizing ad spend to hit conversion targets.
Achieving their vision with pixel perfection.