EKIMO Redesign

Research Objectives

• Understand user behavior and preferences within the EKIMO app

• Identify pain points and areas for improvement in the existing app

• Provide recommendations for enhancing the user experience during the redesign

• Guiding UX-related questions

• Creating a research guide

• Recruiting participants

• Conducting usability sessions/ in-depth interviews with respondents

• Analyzing data to uncover insight

• Preparing a comprehensive report and recommendations for the client

My Role

Data-Driven Approach

Our approach to this project was heavily data-driven. To kickstart the usability testing, we began by analyzing EKIMO's existing user data. This analysis included examining user demographics, identifying the most and least used modules of the application, and scrutinizing transaction funnels. By delving into this data, we pinpointed the most strategically significant functionalities and user flows that warranted testing in the first phase of our study.

METHODOLOGY

Data Analysis and Reporting: Following the survey, I meticulously analyzed the collected data and generated a comprehensive report.

The report included a detailed analysis of each question, as well as the segmented analysis by different criteria, age, gender, income, and US region, to see the differences in weather app and website usage and preferences among different groups of users.

Along with the detailed analysis, the report also included a comprehensive summary emphasizing the key takeaways from the study and actionable recommendations.

Questionnaire

General Preferences

Which of these applications or websites do you use most frequently?

What are the main factors you consider when choosing a weather application or website?

AccuWeather Usage:

When was the last time you used AccuWeather? Please write an approximate date of your last use of AccuWeather.

How frequently do you use AccuWeather?

When do you use AccuWeather?

When do you use AccuWeather mostly?

How do you use AccuWeather?

If you use multiple AccuWeather platforms, do you use them for different purposes, or do you use them interchangeably? Please explain.

How do you use AccuWeather most frequently?

Why do you prefer the AccuWeather platform you selected in the previous question?

AccuWeather Plan:

Are you currently using the Free or the Premium+ subscription on the AccuWeather App?

Free: What would encourage you to consider upgrading to the Premium+ subscription of AccuWeather?

Premium+ Plan: What motivated you to upgrade to the Premium+ Subscription on the AccuWeather App?

Motivations and Needs:

What features of AccuWeather do you use?

What features of AccuWeather do you use mostly?

What do you like most about AccuWeather, and why?

What improvements or additional features would you like to see in AccuWeather?

Have you encountered any issues or challenges while using AccuWeather? If yes, please describe.

Persona

Which of the following best describes your primary use of AccuWeather?

Survey Execution: Once the survey screener and questionnaire were finalized based on the client's comments, I built up the study on the PlaybookUX survey platform and launched it.

The survey was fully filled by 200 users, who met all the criteria in the screener.

Crafting the Research Guide

The research guide served as the foundation of our study. It outlined the project's goals, the user personas we were targeting, and the research methodologies we would employ.

RESEARCH PROCESS

Prototype Development

Collaborating closely with the UX designer and product managers, we developed a functional prototype that aligned seamlessly with the usability testing tasks and objectives.

Usability Testing

With the research guide in place, we proceeded to design usability testing tasks and formulate questions for in-depth interviews. These tasks were tailored to evaluate critical aspects of the application, allowing us to gather specific and actionable feedback from our participants.

The goal of this study is to create 4 AW personas:

1. WEB Users who utilize Accuweather to monitor severe weather events

2. APP Users who utilize Accuweather to monitor severe weather events

3. WEB Users who use Accuweather for planning their day and/or before outdoor activities and travel

4. APP Users who use Accuweather for planning their day and/or before outdoor activities and travel

Interview Guide

Introduction and Warm-Up:

· Can you please start by telling me a bit about yourself? Your name, age, and where do you live?

· Could you describe your family situation (e.g., married, single, children)?

· What is your occupation or profession?

· What are your hobbies or interests outside of work, school, or family commitments?

Weather-Related Behaviors:

• How often do you check the weather forecast?

· Could you describe a typical day in your life, and how checking the weather fits into your routine?

• What methods or sources do you usually use to check the weather (e.g., mobile apps, websites, TV, or others)? Why?

• Are there specific situations or events that prompt you to check the weather more frequently?

· How does your location or geographic region impact your weather-related concerns?

· Do you have any specific weather-related concerns or considerations related to your occupation or daily activities?

· How do changes in weather conditions affect your plans and activities?

· What specific weather information is most important to you (e.g., temperature, precipitation, severe weather alerts)?

· How do you prefer to receive weather alerts and notifications?

AccuWeather Usage:

· How did you first discover AccuWeather, and what made you use it?

· What devices do you use to access AccuWeather (e.g. smartphone, tablet, computer, or smartwatch? Which one you use the most often?

· What AccuWeather product do you use (website or mobile app)? Which one you use the most often?

· What factors influence your choice of device and platform?

· Do you use the Free or Premium+ plan of AccuWeather?

Free: What would encourage you to consider upgrading to the Premium+ subscription of AccuWeather?

Premium+ Plan: What motivated you to upgrade to the Premium+ Subscription on the AccuWeather App?

· Can you describe your typical experience when using AccuWeather?

· Are there specific features or functions of AccuWeather that you use regularly or find particularly valuable?

· How often do you check the weather on AccuWeather? Is there a specific time or situation that prompts you to do so?

· Are there any specific tasks or goals you achieve by using AccuWeather (e.g., planning outdoor activities, travel, or daily routines)?

· Have you customized your AccuWeather settings or preferences? If so, how?

· Do you use any additional weather-related tools or apps alongside AccuWeather?

User Feedback and Improvement Suggestions:

· Do you have any memorable experiences or stories about AccuWeather that you'd like to share?

· Are there any features or types of data you wish AccuWeather offered but currently does not?

· Are there any aspects of AccuWeather that you find frustrating or less user-friendly?

Closing Questions:

· Do you have any final thoughts or comments about your experience with AccuWeather?

· Is there anything else you'd like to share related to weather forecasting or apps like AccuWeather?

Thank you for your time and willingness to participate in our study!

Participant Recruitment

Our participant recruitment strategy aimed to assemble a diverse group of individuals who closely resembled EKIMO's user base. This diversity was essential to ensure that our findings would be representative of the broader user population.

DATA ANALYSIS

Google Rainbow Sheet Method

Upon completing the fieldwork, I applied the Google Rainbow Sheet method to meticulously analyze the data we had collected. This method allowed us to categorize and prioritize our findings, identify recurring themes, and isolate the most critical issues affecting the EKIMO app's user experience.

RESULTS AND RECOMMENDATIONS

Reporting and Presentation

The culmination of our efforts was the comprehensive report and presentation delivered to the product team and executives. We presented our insights, along with actionable recommendations to improve the EKIMO app's user experience. These recommendations ranged from interface refinements to feature enhancements, all geared toward providing users with a more intuitive and efficient healthcare platform.

The EKIMO Mobile Application Redesign Usability Testing project played a crucial role in ensuring that the redesigned app met the highest standards of user-friendliness and functionality. By conducting thorough research, analyzing data, and providing actionable recommendations, the project contributed to enhancing the overall user experience of the EKIMO mobile application.

CONCLUSION