CASE STUDY
T&D International: enabling user insights through collaborative remote UX Workshops.
How Ideation Sessions and Design Thinking Workshops helped T&D International identify user problems and generate potential solutions, allowing the expansion of law services for international trades into new countries.
Overview
WORKSHOPS
CHALLENGE
How might we enhance the user experience of online services for a Canadian law firm specializing in international trade, ensuring alignment with business goals and prioritizing user needs?
DIRECT CONTRIBUTIONS
As a UX Lead, I applied my expertise in design thinking methodologies to drive the refinement process, working as a Workshop Facilitator. I carefully planned and executed remote workshops, leveraging various design thinking techniques.
Through these workshops, I collaboratively identified design goals derived from problem statements, conducted Usability Studies, and developed User Personas. Additionally, I redefined the Information Architecture structure for the website, ensuring its alignment with the user needs and expectations in a global level.
OUTCOMES
Throughout the project, we turning group discussions into tangible outcomes, identifying problem statements that transformed into actionable opportunities from usability, strategy, and brand awareness perspectives.
To achieve these results, we actively asked insightful questions, merged similar ideas, and subjected them to rigorous testing by considering various criteria. We also comprehensively analyzed complex situations, advocating for practical solutions. This design thinking process involved rationalizing ideas and focusing on workable solutions. Additionally, we utilized company principles as a parameter to evaluate decision-making processes.
Data-Driven Analysis
I employed metrics and KPI models to support design decisions and gain an understanding of the current user behavior on the website. I identified pain points, synthesized the findings, and presented them in a Lightning Talk format, highlighting relevant insights.
Facilitating Workshops
Ensuring that all stakeholders were on the same page, I planned and conducted remote Design Thinking workshops using Miro. These workshops served as a means to comprehend our users, identify real problems to solve, facilitate sessions to generate potential solutions, and analyze the effort versus impact to pinpoint the best opportunities.
I organized and guided the following remote workshops:
✦ Empathy Map Workshop
By empathizing with their experiences, we gained valuable insights that guided our decision-making process.
✦ How Might We Workshop
By reframing problems into actionable statements, we encouraged creative thinking and brainstormed innovative solutions.
✦ Ideation Session
By harnessing the collective intelligence of our team and stakeholders to generate a wide range of ideas, we explored different avenues, pushing the boundaries of innovation.
✦ Lightning Decision Jam
By utilizing structured decision-making techniques, we efficiently narrow down our options, identifying the most viable solutions.
My team provided the necessary insights to make informed decisions, allowing us to understand the users' needs and continuously refine the findings. As a result, T&D International successfully identified critical user problems and generated innovative solutions to address them effectively.
User Profiles
Based on the gathered insights from data to workshops, I created personas defining the needs, behaviors, and goals. These personas represent fictional user profiles. The information for creating the personas was collected from user-centred workshops, where we identified the users' challenges and pain points. The knowledge of the target audience greatly assisted in developing tasks to be fulfilled on the website, enabling a preliminary study based on the current information architecture.
Navigability Study
Once the tasks were created, the subsequent phase involved carrying out a Navigability Study by employing the Tree Jack method to address the most significant problem statements. The significance of possessing a diverse target audience, as determined by the user personas, became apparent during this stage.
To ensure a comprehensive evaluation, users from the UK, the USA, Mexico, and Canada were included in the study. This diverse representation allowed for a more accurate assessment of the website's information architecture and its effectiveness across different cultural contexts.
During the test, users were presented with the defined tasks and asked to navigate through the website to accomplish them. Metrics such as success rate, time spent on each task, and objectivity were measured and analyzed.
Redefining features
Based on the valuable insights uncovered during the navigability study, we refine the categories and labels of the website's navigation and menu. This refinement aimed to enhance the user experience and improve findability by aligning them with the newly established infrastructure, features, and information hierarchy. By taking action on these findings, we ensured that the website's usability was optimized, catering to the needs and expectations of the targeted user profiles.
Evaluating the IA
During the refinement phase, I conducted a thorough evaluation of the information architecture using IA Lenses Cards. These lenses provided a framework to assess the strength of the decisions made and the overall robustness of the structure.
By asking probing questions and reviewing the new information architecture based on best practices, I ensured that the underlying structure could effectively address the identified problems and provide a solid foundation for solutions.
The insights gathered from this evaluation process were synthesized into components that served as valuable resources for prioritization and decision-making. By leveraging these synthesized components, I was able to make informed choices, prioritize key elements, and drive the refinement process to enhance the overall user experience.
Lessons learned
Valuable lessons were learned that not only contributed to the success of the UX strategy but also provided guidance for future design implementations.
I would like to emphasize the key insights gained from the experience, focusing on the importance of clear communication, user-centric design features, language considerations, and regional understanding.
Above all, I underscore the importance of ongoing iteration. I firmly believe that a successful UX strategy requires continuous nurturing and refinement. Continuous adaptation of solutions not only meets evolving user needs but also instills confidence within the team for the project moving forward.
Disclaimer:
- In accordance with the terms of my non-disclosure agreement, I have excluded and obscured sensitive details within this case study to ensure confidentiality. The data presented in this case study does not necessarily reflect the views of the company. This case study serves to showcase my personal design process and workshop facilitation techniques. The content, thoughts, and opinions conveyed here only represent my professional and creative efforts and do not represent the official stance of my employer.
- Information Architecture Lenses is a method by using cards created by Dan Brown.
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