Helping Hands
UX 90 Day Plan
Overview
Summary
Overview
Summary
The initial goal is to complete a 360° e-commerce focussed review of the company, to enable us all to have a clear understanding of the situation and to provide direction for the UX division.
The UX plan will then follow a themed approach, accounting for the flexibility required during the initial planning stages, and providing the structure to drill down and focus as we start to understand more about our UX situation.
Quick Links
lead-up (weeks -4–0)
Preparation
Hitting the ground running
lead-up (weeks -4–0)
Preparation
Hitting the ground running
A month will pass between being offered the job and starting the role—is there anything I should be aware of, or begin studying during this period before starting work? Let me know.
Settle-in (Week 1)
Immersion
Quick learning
Settle-in (Week 1)
Immersion
Quick learning
Week 1 is focussed around immersing myself into the company as quickly and deeply as possible, by understanding the roles of my colleagues, analysing the current situation from a UX standpoint, applying immediate improvements where possible, and re-planning this roadmap using my new found knowledge. The week concludes with a knowledge sharing presentation to provide clarity across the team and act as a quality check.
Internal interviews
Chatting to as many people as I can throughout the organisation is key to understanding the UX as a whole, not just for our clients, but for our staff. I will aim speak to at least 1 person from each of the following departments:
- Internal technical team
- External digital agency
- Marketing
- Legal
- Management
- Sales
- Support
- HR
- Product owner
Situation Analysis
Understanding the current situation is crucial in enabling me to make informed decisions moving forward.
- Client experience overview
- Reading case studies
- Site map
- Analytics reports
- Work currently in progress
- Existing research findings
Measurable Outcome
Measureable
UX Strategy Document
The week will be concluded with a UX workshop / knowledge sharing presentation, during which I will present a single page UX strategy document to key stakeholders of the team. This document will provide an overview of 4 key areas to help us succeed with our UX strategy.
Firstly, it defines the vision of the company which dictates what we want to be, and not how we achieve it.
Then it defines our key customer groups or personas. But crucially, more important than "who" our customers are, is how they interact with us. The personas we create need to tell us what they are looking for, when they experience a trigger that connects them to us, where we can connect with them, and why they connect in the first place.
The third section—design criteria—specifies the main design goals interpreted from Nielsen's 10 usability heuristics.
The fourth and final section is all about measuring success—which we can do using Google's HEART framework to ensure we are focusing on user-centric metrics at all times. We will simply define the numbers we want to increase and decrease.
UX Strategy Overview
Our Vision
“Person-centred, fully managed home care for total peace of mind.”
Our Customers
Richard
The Care Requirer
Richard has himself identified that he has reached a point where he now needs care.
Gavin
The Care Giver
Gavin need assistance in providing care for his loved ones.
Claire
The Care Concerned
Claire cannot care for her loved ones herself.
| Before | During | After |
|---|---|---|
| Social media, ratings & reviews, testimonials, word of mouth, community involvement, advertising, marketing & PR | Store or office, website, catalog, promotions, staff or sales team, phone systems, point of sale | Billing, transactional emails, marketing emails, service and support teams, online help centre, follow ups, thank you cards |
Design Criteria
| Goals | Signals | Metrics | |
|---|---|---|---|
| Happiness | |||
| Engagement | |||
| Adoption | |||
| Retention | |||
| Task Success |
30 days (Weeks 2–13)
Research & Quick Wins
Deep learning
30 days (Weeks 2–13)
Research & Quick Wins
Deep learning
Continuous product discovery
Delving deeper into the world of Helping Hands home care, the client experience will be further analysed by conducting research into typical phone calls, attending home visits with both sales and carers, scrutinising analytics reports and establishing the key goals of the UX team.
Blockers
The implementation of at least one of the blockers mentioned below will allow me to analyse the current process for making changes.
The Customer Journey Map
It's important to fully understand the complete customer journey for all our personas, considering all possible interactions platforms. I will map out the customer journeys to help us understand the impact we have at each and every stage, and how these touch points affect and depend upon one another. This will enable us to make informed decisions about any changes we make.
Measureable Outcomes
Measurable: qualitative
Initial Process Retrospective
Retrospective review of the first journey(s) through the process of implementing a change (blocker removal).
Measureable: qualitative
UX Strategy Review
Review and update of the UX strategy document based on deeper understanding.
Measureable: qualitative
Key Personal Objectives
- Review role expectations with Mark Beavan.
- Get to know the team further.
- Learn the product and design rituals required for the current process.
- Implement a UX change.
- Feedback to HR team.
60 Days (Weeks 14–25)
Planning
Fine tuning the UX process
60 Days (Weeks 14–25)
Planning
Fine tuning the UX process
It is important to put processes in place to ensure we can work smoothly and efficiently. With this in mind, we need to plan around the various resources required to implement UX changes.
Initial tests to establish KPI's
After running a "half-test" through implementing and tracking a blocker, it is time to fully plan a batch of tests to get a good overview of the testing process and any obstacles that might be in the way.
Customer recruiting
If suitable facilities don't exist (or can't exist) to do this, it may be wise to get an external agency to organise it.
User research
What are our options when it comes to finding out more about our customers? How do we implement them? How long can we commit to each period? An example research plan might look something like the below:
Website mobile first impressions study
Friday 15th May 2020
Background
Our analytics show that mobile is the dominant initial touchpoint for all our personas, particularly in the case of Gavin and Claire. My experience and testing has identified a number of issues with our homepage mobile view that are likely to be the cause of the majority of the bounce rate data.
Goals
Identify both the strengths and weaknesses of the mobile home page—particularly on first visit—and provide opportunities for improvement.
Research Questions
What do people do when they load the mobile gome page for the first time? What is their scroll behaviour like? Where do they click? How long do they stay on the page?
Methodology
Hotjar will be installed and tracked on the homepage to provide heatmaps and scrollmaps of user behaviour. 100 sessions will also be recorded. Polls will be created and delivered to users on navigation away from the homepage.
Participants
First time visitor to the site (in technology terms, this is only visitors with no previous cache).
Schedule
Implementation begins on May 1st 2020 and runs for 4 weeks. Results delivery: May 31st 2020.
Script Placeholder
Not required.
Meetings
It is important than as many people are involved in UX as is reasonable—this creates a communication requirement and a time requirement.
Measureable outcomes
Measurable: qualitative
Key Personal Objectives
- Learn about adjacent teams.
- Continue building relationships with my immediate team.
- Learn how my part of the system interacts with the larger whole.
- Wrap up and retrospective the first UX theme.
- “Theme” template creation for all future testing.
- Document the 360° review process.
90 days (Weeks 26–36)
Theme Implementation
Running the job
90 days (Weeks 26–36)
Theme Implementation
Running the job
The final 30 days of the “introductory” period are all about putting everything into practice, running with selected themes and conducting a full review at the end to further iron out any issues. The strategy roadmap will once again be analysed and updated, then scheduled in for a tri-monthly review to ensure we are always looking at the most accurate, up-to-date strategy possible.
Measureable outcomes
Measurable: qualitative
Key Personal Objectives
- Become efficient.
- Amplify impact.
- Reflect on your onboarding.
Measurable: quantitative
Theme test outcomes
design Suggestions
Website Recommendations
First impressions
design Suggestions
Website Recommendations
First impressions
Please take the time to watch this video analysis of the current mobile website (~7 mins).
(alternative online stream).
Mobile Analysis Summary
On first load, the mobile view presents immediate opportunities for improvement:
- Header over engineered and too big
- Product photography can give a better message
- Lack of white space
- Lack of visual hierarchy
- Main CTA button text A/B/C test
Instant impact
Blockers
These so-called “low-hanging fruit” are elements of the existing UX that can be improved cheaply—they have a high-probability of producing a “win”, but have a low-impact on the team (in terms of development, manpower and buy-in) to implement them.
- Re-position the chat app or cookie banner to prevent them from clashing
- Create contrast where text is over an image by adding a text-shadow.
Phillip Penny
188 Bromsgrove Road, B97 4SL
phillippenny@gmail.com
07961 732 861
philpenny.co.uk