As UX Designer I have been in charge of the user experience the most visited website of the company. In liaise with the business stakeholders (Marketing and Product Management), the product owner, the web content team and back- front-end developers I have been in charge of the BAU and suggested strategic improvements.
The company traditional dimension and the decision process, along with a little experience with the UX practice and process could challenge the required improvements of the product.
What I have done
After having gathered the business stakeholder requirements I have set-up and run an in-house user testing, qualitative and quantitative user research (usability testing, face-2-face user interviews and remote survey).
After the user testing it emerged that users have difficulties in completing tasks on key pages, and that they are more interested in the useful information rather than commercial. By engaging the product and marketing stakeholders, I have set a UX roadmap of strategic improvements focused on reviewing the design of key pages to provide more usable content for users’ purposes, and to redesign existing landing pages to host marketing content.
To get specific business requirements I have organised page description workshop with business stakeholders (marketing and product management could discuss together about the website as a unique product), then validated the content by users via a remote survey.
Following the content validation, the wireframes have been prepared, annotated and therefore discussed with developers. After the wireframes sign-off I have set-up a usability test. A remote tool has been used for the purpose (Validately). The test resulted successful for the 90% of the key improvements and we proceeded to setting the acceptance criteria and create the user stories and plan the relevant development.
The collaboration between marketing and product management departments has improved, the knowledge about users’ needs beyond marketing segmentation has increased, hence product, marketing and user requirements have been combined to design a more consistent user experience.