I was leading the UX Design Research efforts for (B2C) Sprint.com and My Sprint mobile app (Dec 2018 - Jul 2020).
Evangelize UX Research
I conducted Contextual Inquiry with stakeholders to understand the current process, challenges, expectations and assumptions around Sprint Digital's product and user experience work. Insights gained from this led to following an ‘Agile+ Lean UX’ process for Digital web and app development process. Hence evangelizing UX Research and Design approach in the product development life cycle.
I educated cross functional stakeholders on the UX Research methods and 101 training for UZ tool, an approach to democratize research and promote a culture of data-driven design (e.g. Account Dashboard Project, Priority Status)
I have designed and conducted multiple cross functional Design Jam sessions, that resulted in:
Innovative concepts using user centric problem solving and design thinking methods.
Establishing a culture of collaboration amongst UX Research, Design, Product/ Marketing and A/B Test teams.
Have helped set up the foundations of the UX Research team/tools, by collaborating with my colleagues and external research partners from Qualtrics (Surveys optimization / dashboard) and Userzoom (usability testing platform).
Research Insights & Prototype Validations
I collaborated with Web Analytics, Paid Search, CX and MarTech Implementation teams to identify base/prospect customer segments and build UX Strategy for Sprint's Premium/Value and Iconic/Super Iconic mobile phone users for Sprint.com. This led to validate/invalidate assumptions around the behavior of these users. MarTech implementation team implemented these identified user segments in Adobe.
I crafted the use case scenarios and conducted end to end research studies (implemented on the UserZoom platform) that included unmoderated Advanced Mixed-method usability studies (21),Click Tests (2),Surveys (7), Cart Sorts (2) and moderated Think out Loud usability(3), which led to the validating our assumptions and prototype designs (Sprint.com/MySprintApp)
I also worked on the UX Research of multiple merger(T-Mobile/Sprint) related Day 0/Day 1 projects (Sprint.com/MySprint App) to guide the design directions for the same.
Manage UX Research
I managed the end to end relationship with UserZoom for setting up studies, recruiting and review of unmoderated studies. As we expanded research capabilities (Jan 2020 onwards) to moderated usability testing, I continue to lead the efforts and partner with UZ professional services and stakeholders for the same.
I created and updated tickets in the Jira system to track all the UX Research work that was requested from stakeholders, resulting in tracking progress, visibility and optimization of research effort involved for the same.
I collaborated with UX Design, Product and Marketing teams to create the UX Research roadmap. This ensured bringing all teams on the same page, setting expectations and strategically investing in prioritized UX Research efforts.
I mentored a junior UX Researcher and two hybrid UX Designers, to create a collaborative UX Research culture to effectively handle stakeholder research requests.
I have worked on multiple UXR projects at Sprint and each having its own unique challenges, but for this case study I will be focusing on the My Sprint app account dashboard re-design project.
How might we increase orders (add a line, shop, upgrade) via My Sprint app?
In early 2019, the My Sprint app product management team observed that low number of orders were being placed from the app inspite of the Add a line, buy phones and upgrade features being available in the app. The UX Design and Product management team had a hypothesis that the My Sprint app account dashboard design is not intuitive which maybe the cause for low conversion through app. Hence the UX Design team invested in redesign of the My Sprint account dashboard.
The challenge here was to re-design the existing account dashboard such that is intuitive for our users and promotes shopping via the app.
Design Thinking Workshop
In-person Design Thinking workshops with cross functional team (UX,Product Managers, Marketing) over a couple of weeks. These workshops were activity-based and organized according to the three phases of the design thinking process:
Empathy: Developing a deep understanding of the problem that users face and empathizing with them.
Ideation: Coming up with many ideas on how the user problem can be solved.
Prototyping: Creating a prototype of potential solutions and then testing it with real users.
Round 1: Click Tests - Redesigned Prototype
This study was performed with 150 Sprint users, on the redesigned Sprint App Account Dashboard prototype to understand the intuitiveness of the below features:
Overflow Menu (Ellipsis) on the device card
Add a line card
Add a line floating button
Highest concentration of clicks on the Overflow Menu (Ellipsis) on device card followed by 'Usage' tab on the footer.
Highest concentration of clicks on the Add a line card shows that it was most intuitive to users for adding a family member to their account.
Lowest concentration of clicks are on the Add a line floating button shows that it was the least intuitive to users for adding a family member to their account.
Majority of our users comprehended the phrase "Add a new line" as "Add a family or friend to the existing account"
Round 2: Navigation Test - Redesigned Prototype
This study was designed to know user's understanding with respect to the comprehension used in Sprint app account dashboard and to figure out which layout best represents add a line.150 Sprint users were recruited through user zoom to participate in this study. All the participants use a smartphone and are currently leasing a mobile device (74%) or leased a device in the past (26%).
People preferred to have a very distinct and prominent icon for add a line.
Users seem to be quite comfortable with the information being displayed on the device card and with the text related to upgrade.
UX RESEARCH RECCOMMENDATIONS IMPLEMENTED
Kept the 'Add Family and Friends' card for "Add a line" feature
"Early upgrade available" used in a rephrased way "Early Upgrade Options"
Order of priority for information displayed on device card changed based on the results of the UX research
'ADD A LINE' Experience & Shop Tab
Removed the "Add a Line" floating button from the redesign.
Kept the "Add a line" button near the device sort tabs.
Including Shop tab with Watches and Tablets.
HOW WE GOT THERE
“Better Together” was blending of lean UX and Agile -seemingly different disciplines, mindsets, even objectives of the same product only becomes strengthened as they participate in interdependence throughout every stage of the process. In the give and take collaborative creation of the idea through to the thing itself, each participant learned from the other SME (subject matter expert). And each gained a deeper understanding of the why’s involved.
Firsthand experience by all cross functional teams removes the need for documentation to lead and dramatically reduces the “lost in translation” phenomena. We observed that when the teams played together in each other’s worlds – the divisive behaviours end, the camaraderie and buy-in increased and a joint passion for the projects and product enabled us to deliver a much higher quality experience.
Redesigned My Sprint App account dashboard was launched in early June 2019.
The key research driven insights provided by my studies for the My Sprint App Account Dashboard Redesign had the below mentioned impact:
Account Tab – Kept the 'Add Family and Friends' card for "Add a line" feature, "Early upgrade available" used in a rephrased way "Early Upgrade Options", Order of priority for information displayed on device card changed based on the results of the UX research.
Add a Line Experience and Shop Tab - Removed the "Add a Line" floating button from the redesign, Kept the "Add a line" button near the device sort tabs, Including Shop tab with Watches and Tablets.
Impact on metrics: Post June 2019 Release Numbers (MoM: June/July)
Add a Line (through the App) (AAL)
215% AAL Visit Increase (15% increase overall across digital)
205% AAL Order increase (15% increase overall across digital)
45% increase for Phones orders through the app
20% overall growth of Watch Units MoM driven by App