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Product Information
Product Information
SMS-Magic is a business messaging solution which works on CRMs such as Salesforce, Zoho, and as a mobile application. It serves messaging purposes for B2B business models.
N.B. Some information is removed or modified due to confidentiality.
Project Information
Project Information
The high-level objective of the project was to understand users' needs when they lookout for a business messaging application for their CRMs and having a website that provides the sufficient & upto date information that makes their decision making easy.
Also, find ways to reach out to a more user base aka target audience.
The Challenge
The Challenge
The content on the web pages was verbose. It included a lot of information that may not be updated with updates in the actual product.
It led potential customers to drop from checkout page and other information pages, less demo booking than expected, a considerably large number of queries on pricing and billing structure.
Goals
Goals
To understand the interaction cost, user perspective on the provided product information.
To understand business pain areas such as dropped rate of online demo bookings, Increased number of unresolved support tickets, etc.
To base the redesign & content upgrade processes on the research outcomes
Evaluate the success of the design changes using qualitative & quantitative methods
Research Methods
Research Methods
- Discovery Phase
1.Stakeholder Interviews
1.Stakeholder Interviews
1:1 interview sessions stakeholders from Business & Engineering, Content writer
The intention was to understand the potential users, How do they approach, what type of questions/ queries they answer to them all the time
To understand how the existing documentation process works
To understand how the customer-facing teams keep themselves updated with new features
2.Content Audit
2.Content Audit
To understand what data is already available on the website pages
Are the topics included still relevant? Do they require grouping/ subgrouping?
SEO analysis (with SEOptimeter) to Understand the content alignment is sufficient to improve the search engine optimization(SEO)
CTA button placements and content
3.Analytics
3.Analytics
Collaborated with the Data Analytics team to understand the most visited, drop out pages
to understand the most drop out pages, cart abandonment
Online demo bookings without contacting sales/ customer support
Previous relevant survey analytics, feedbacks
Heatmaps to understand areas where visitors try to find information
Sample SEO Analysis#1
Sample SEO Analysis#2
Sample SEO analyis#3
Sample Content Audit
Crusial insights
Crusial insights
Compromised Interaction cost
Stakeholders (especially Sales,Customer support) revealed that they need to follow up with Product team constantly to maintain their own documetion.
A lot of potential customers asked them the queries about features that did not exist in the product
Due to lack of search engine ranking Competitors got the better edge.
Research Methods
Research Methods
2. 1. Competitive Analysis and Inspiration
2. 1. Competitive Analysis and Inspiration
1.User Interviews
1.User Interviews
1:1 interview sessions newly onboarded customers (Past 3 weeks from the study started)
The intention was to understand their process of selecting SMS Magic as their messaging partner
How their queries prior to & post-purchase were addressed
To understand how the customers booked the demo sessions
Remote interview sessions
2.Competitive Analysis
2.Competitive Analysis
To understand what information competitor brands offer on their websites with the help from the Sales team stakeholders
What areas of industry do they offer the product
SEO analysis (with SEOptimeter) to Understand the competitors content alignment
Help and other documentation availability
3.Persona Creation
3.Persona Creation
After understanding the users from different industries and their needs for communication I created a list of persona which belonged to specific industry
Their common goal was to make communication easy with their clients
Research Methods
Research Methods
2. 2. Content & Design Strategy
2. 2. Content & Design Strategy
1.Card Sorting
1.Card Sorting
From the findings of previously implemented methods redesigning the Information Architecture was the solution to improvise the content on the website.
Performed Open card sort using a representative sampling of website topics, team members organized them into categories and named the possible categories
In the analysis, we finalized the names of the categories and performed the Closed card sort to categorize the website topics
2.Content mapping & SEO
2.Content mapping & SEO
Along with Content writers mapped the content to the categories
The content writers arranged /rewrote the content including search keywords helping SEO
Utilized the updated documents from the sales and customer support teams used to create updated content on the website
Collaborated with the product team to verify the overall content
3.A/B+ Multivariate Testing
3.A/B+ Multivariate Testing
Collaborated with the design team to create the best possible design accomodating updated content
Two different design versions (old website, and the latest version)were live, randomly tested and results were captured to understand which one receives a better response.
The leading latest design was subjected to multivariate testing by tweaking a few CTA buttons
Sample Card sort#1
Sample Card sort#2
Sample Content map
Sample Content changes
Sample Personas targeting users from different industries which use SMS /Instant messages as a way to communicate
Research Methods
Research Methods
3. Iteration Phase
3. Iteration Phase
1.Usability Test
1.Usability Test
Conducted remote, moderated usability test for the billing section
Tasks were designed to make a purchase of the different products with offered plans
Each task was analyzed with different problems that occurred during the process, the list of issues was prioritized based on their severity
2.True Intention Study
2.True Intention Study
Intercepted the website visitors with a survey of 8 questions to understand whether we are targeting the right users, their understanding of the product
Asked questions about the information they received on the website was useful to them if they would like to try the product for their business
Gathered the feedback to set goals for further upgrades of the website.
Research Impacts
Research Impacts
1.Project Impacts
1.Project Impacts
The keyword ranking is helping SMS Magic to stay on the top of the charts on search engines
Significant Growth in Conversion rate- 10-15% growth in demo requests, trial users.
The current response time of web pages is reduced to approx. 3-3.5 Sec.
Updated billing/pricing information helped users to make decisions easily.
Updated documentation to encourage existing customers for self-help/troubleshoot their problems right away without raising service tickets/ callbacks
2.Stakeholder Collaboration Impact
2.Stakeholder Collaboration Impact
UX Research was based on the important inputs from customer-facing teams (Sales and customer support teams), Data analytics to the product (Engineering & Design) team
Helped to set up processes that involved UX research to involve in tasks such as content creation, content update cycles, and digital marketing.
My Learnings
My Learnings
Starting strategic projects with a pragmatic approach
The more you engage stakeholders in every stage of the research process, the more they are willing to act upon your findings.
Basing the research practice solely on quantitative findings or only qualitative findings is not helpful.
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