USER RESEARCH DISCOVERY UX
Matching users and business goals on BP Energy Tool
The project aimed to understand who is using the tool, what motivates them and what the key reasons for them to use the tool. Also to find areas in which the tool is blocking the user from achieving their objective as well as explore any opportunities for the future of the tool.
The project aimed to create a scalable and consistency digital language, during their brand refresh and tone of voice updates
What the expectations to accomplish.
To reviewing the front end on both the desktop and app, and making sure that it is as flexible as possible to accommodate data structure changes in the future. A detailed look at analytics within the tool to see what is working and what isn’t and review best practice examples of complex data charting tools to improve overall user experience.
We expect to understand who is using the tool, what motivates them and the key reasons for them to use the tool. We also hope to find areas in which the tool is blocking the user from achieving their objective as well as explore any opportunities for the future of the tool.
Why this project is important?
What I was expecting to accomplish.
Leading a more scientific approach can remove any bias perspectives and set the foundation for clearer objectives for what matters to your users.
Matching the business goals with real-world use
Helps you gain valuable insights from your users regarding why and how they use your products. So that the business can make more informed decisions
Feedback on the brand
The actual experience is frustrating and can generate a negative view of the brand and amplify through various channels.
Further advancement in the mobile landscape and an ever changing shift in how people access information means it’s ever important to make sure that the tool is still relevant.
What the users say
And why it's relevant.
Online survey planned and sent out to BP’s email list, the questions were directly focused on understanding the user pool and current feelings around the tool.
We had great results on the survey: 576 responses / 278 of those were fully completed surveys.
We began organising the answers into groups to help us gain insight for when we develop a better understanding of who the users are.
With the workshop we discovered many insights and patterns about the users and their goals. We have also discovered how they use the tool and what are their pain points to find results using the tool.
Understanding the audience
We found that there was more archetypes than from the initial. Consequently 3 more have emerged as a result from the survey responses. Using these archetypes we can now highlight their needs and pain points.
Going back to the survey responses and the affinity map we were able to group answers into the categories below under each archetype: Objective, Motivation, Pain points and Features
Defining scenarios, user testing and synthesising
In preparation for the user testing we built out the scenarios combining what we know from the users objectives and the user flows of how to achieve them. Observing people using the tool with the prescribed scenarios will help us to prove or disprove our hypotheses. It may also uncover pain points we did not get form the survey answers.
3 participants, 45 minutes per session. Testing the desktop version
of the tool. Out of 3 participants, all failed to achieve over 50% of the tasks. We highlighted 7 main areas that the teams observations picked up upon.
Designing the minimal solution
Started with a crazy 8 workshop to draw fast how can we solve the main problems. Considering 2 approaches to prototype: map journey and custom report journey.
Another round of user testing was done. 100% (5/5) participants managed to successfully accomplish all tasks. Average time it took a participant to achieve an objective: 1 min 59 seconds. Again taking notes of insights during testing, filtering even more features and insights to a future version.
Want to read full version of the report: VIEW HERE!
What I've learned?
Reflecting back on the project.
Based in the success of the users to achieve the goal, the problem statement is solved, but the latest insight session found more features that can be applied on a future version.
My main learning here was: each user will give you a different insight, and at the end these insights will colide to create a solution. Client was shocked with results and so happy how the solution designed create a clear and transparent journey for any user.
If interested to see full report: VIEW HERE!