Navigant Research
Roles: Lead UX Designer, UI Designer
Project Overview
During the initial UX research, my team and I closely evaluated Navigant Research’s product offerings, business objectives, audience needs, and key performance indicators. After many user and stakeholder interviews, we distilled key personas that represented the core audience. Then we took those personas and led a collaborative workshop to gain further understanding of how audiences are being served today and what they’ll need from the website moving forward.
With such a vast library of valuable content, it was important to provide clear labels and wayfinding tools so every user could find what they need. We wireframed, designed, and user tested key flows before landing on a design system that was flexible enough for the growing variety of content types while also providing consistency and clarity.
UX Research
Interviews
In addition to stakeholder interviews, we performed user interviews with five existing clients that held the following roles:
Director of Corporate Marking & Sales
Technology Marketing Manager
Directors of Market Intelligence & Insight
Vice President of Business Development
Senior Vice President of Marketing & Regulatory Affairs
Collaborative workshop
To develop further insight into the goals and purpose of the Navigant Research website, we conducted a workshop with key stakeholders that focused on the customer journey. We used customer narratives and customer data to plot their experiences over time. We mapped what they do, think, and feel as well as what they are interacting with along the way.
The Customer Journey Map Structure
Journey Mapping
As a group, we spent 30 minutes per stage mapping the customer goals, activities, touchpoints, experience, pain points, and opportunities.
User Testing
Protocol
The testing protocol utilized a scripted, moderated, and linear flow to test a selection of key features and user tasks. Using a custom prototype, the tests were conducted over a 1 day period using Zoom conferencing. Testing lasted 45 minutes per participant with two test moderators present. One to administer the test and another to record observations. Participants were also recorded using screen capture software.
User Tasks
Newsletter Sign Up
Webinar Registration
Evaluating Product Offerings
Custom Research Inquiry
Purchasing Research Reports
Accessing Your Account
