User Experience Researcher (Intern)

May 2023 - August 2023

Goals

• To understand what perks, rewards, and cashback opportunities are most preferred by insurance customers and how reward redeeming behaviors are monetarily valued. 

• Design, prototype, and test proposed designs for the mobile app with perks and rewards as a core piece.

• Deliver recommendations on the next steps to C-Suite for funding decisions.

Key Facts: 

• Surveyed (713) and interviewed (9) mobile users to understand what perks, rewards, and cashback opportunities are most preferred by insurance customers, and how reward redeeming behaviors are monetarily valued

• Qualitatively (Think Aloud) and quantitatively (click test, heat map) evaluated prototypes to refine user interaction with the Nationwide mobile app to simplify the actions needed to access the perks, rewards, and cashback.

• Paved the path for MVP2 rollout in early 2024 by convincing leadership on the design direction they must take.

Methodology Rationale

Surveys and Interviews vs. Ethnographic Studies:

• Rationale: We needed a broad understanding of member preferences and behaviors across our diverse customer base. Thus, surveys allowed me to gather a large dataset efficiently, while interviews provided qualitative depth to complement survey findings.

Quantitative and Qualitative Usability Testing vs. Expert Reviews:

• Rationale: Expert reviews are valuable, but I believed that combining quantitative (click tests and heat maps) and qualitative (Think-aloud) usability testing was more suitable for a user-focused project. These methods uncovered real user interactions and pain points, offering actionable insights for app improvement.

Product-Centric Model vs. Traditional Research:

• Rationale: I opted for a product-centric model that integrated UX research with competitive strategy research because I wanted to provide Nationwide with a holistic proposal that considered both UX concerns and competitive positioning. Traditional UX research methods alone may not have provided this broader perspective.

Focus on Perks and Rewards vs. Comprehensive User Journey Mapping:

• Rationale: While comprehensive user journey mapping is valuable, my decision to focus specifically on Perks and Rewards was driven by our goal of enhancing customer loyalty and retention. This targeted approach allowed us to allocate resources effectively and address the project's core objectives.

Think Aloud vs. Surveys for Prototype Evaluation:

• Rationale: Surveys are excellent for collecting quantitative data, but I believed Think Aloud sessions were crucial for capturing the nuanced user experience. They provided real-time feedback, allowing us to understand user thought processes and refine interactions with the mobile app effectively.

C-Suite Recommendations vs. Detailed User Personas:

• Rationale: While user personas are valuable, our project focused on strategic C-Suite recommendations. Therefore, my research prioritized delivering actionable insights and recommendations directly impacting Nationwide's decision-making and funding processes.

Tools and Skills used: