User research
Focus groups
Women-focused campaign
I conducted research in Tanzania to validate assumptions and learn behaviours and attitudes, and use learnings to optimise a campaign design of a world renowned social media company. The research consisted of 7 focus groups (5 female groups and 2 male groups) with 6 participants each.
Key assumption was that the head of the household (male) is a “gatekeeper” to the internet.
My role
- Created recruitment screeners
- Liaised with the client regarding their research objectives and assumptions.
- Wrote discussion guides based on the objectives and assumptions.
- Collaborated with local partners to localise the guide.
- Briefed the moderators.
- Set up a portable testing lab.
- Observed the sessions and captured insights.
- Handled the debrief and feedback after each session.
- Compiled a report from the research findings.
Learnings
- Attitudes and behaviours around the internet varies depending on culture, religion and tradition.
- Parents and the elderly fear that the internet and social media will cause their children/youth to be unproductive and unsuccessful.
Marketing positioning
I conducted research in Nigeria to optimize the campaign and inform the marketing strategy of a new service offered by a world renowned social media company.
The research consisted of 6 focus groups with 6 participants each. The objective was to gather feedback and insights on messaging and creative elements, as well as perceptions and attitudes about the product, that would inform the marketing materials.
My role
- Wrote the discussion guide and devised a number of research exercises.
- Observed each focus group and captured insights.
- Compiled a report that highlighted the problematic images and messaging and included recommendations that could improve the campaign.
Challenges
- Understanding the local culture, language and slang.
Learnings
- Participants could easily spot whether a person in an image “looked” like a local and this would affect how they respond to advertisement.
- Basics of a new language and slang.
- Changing and adapting quickly to client requests.
Product validation
Payment method
Working together with a small team I conducted user interviews to validate hypotheses created around payment methods and POS providers.
The objective is to validate the idea of a new payment method amongst restaurant owners, employees, and customers.
My role
Conducted a workshop to identify hypotheses amongst all stakeholders.
Wrote the research plan and a discussion guide.
Consolidated and evaluated findings into actionable insights.
Compiled a report that included a hypotheses validation scale.
Presented findings to stakeholders.
Identified follow up hypotheses and research plans as this is an ongoing project.
Usability Test
Banking and financial news
I conducted a series of usability tests on the app of a wealth and investment banking client. The usability tests were conducted in parallel with tests in the UK.
The objective was to validate design assumptions and gain a clearer understanding of customers and their expectations.
My role
- Liaised with the client regarding research objectives and hypotheses.
- Wrote the test plan, discussion guide and task success criteria.
- Observed each one-on-one session to discover user needs through task-based analyses.
- Scored task completion based on the success metrics.
- Compiled a report from tests that highlighted the problematic areas and included recommendations that could improve the experience.
Contextual Interviews
Electronic health record
I conducted contextual interviews for a client in the medical field regarding a new product they were looking to launch. The interviews were with health practitioners in public hospitals and private practices in rural areas around Johannesburg.
The objective was to validate assumptions around why HIV patients are not taking their medication consistantly. These insights would help to shape an app design for patients and medical practitioner.
The questions I outlined in the discussion guide were around the type of work they do, the people they work with, the patients they see, the tools they use, and the problems they face.
My role
- Wrote the discussion guide.
- Observed each one-on-one session and captured insights.
- Extracted the findings and created user journeys and personas.
