We conduct collaborative UX research for all types of organizations — with a focus on websites, apps, and software. We do everything from mobile wireframe testing to call center field studies. Consumer, B2B, and employee. Qualitative and quantitative. Remote and in-person.
Combining analytics, usability, and A/B testing at PetSmart Charities
Google Analytics for this nonprofit’s site showed a mysterious finding: 73% of people who started their newsletter signup flow weren’t finishing it.
Our mobile and desktop usability testing with pet lovers told us why and pointed us toward a solution. We collaborated to remove and reword form questions and simplify the layout.
PetSmart launched the new flow through an A/B test. While only 1 in 4 users completed the old form, 3 in 4 users completed the new form — a 167% increase.
Ongoing Research Programs
Avoiding change chaos through a call center research program
- An enterprise financial services firm was designing new software to be used by 5,000 customer support reps in 10 call centers. The team needed a way to involve the agents in the new system design.
- We developed and ran a bi-weekly research program with 1,300 reps who went through the key tasks with prototypes.
- UX insights from 55 testing cycles helped inform the design team. But the biggest win was reps felt invested in the new system long before it was implemented — reducing training and anxiety.
Driving alignment through collaborative research at Vacation.com
- In 2017, a $20 billion travel company relaunched Vacation.com as a content hub with a focus on newlywed travelers.
- After launch, we ran a usability test with 8 people planning a honeymoon or destination wedding. We then facilitated a remote workshop with 12 stakeholders from their marketing, IT and creative teams.
- Within 2 hours, the diverse set of stakeholders reached consensus on the top 4 usability problems worth solving in upcoming releases.
Generating 31 UX improvements for a Mount Sinai app
- The team at Mount Sinai’s Icahn School of Medicine had developed a new web app for cancer survivors. With a launch date looming, they wanted to do usability testing within 3 weeks.
- In a 2-week usability testing sprint, we tested the app with 12 users: 8 cancer survivors and 4 caregivers.
- Our research uncovered 33 UX problems — including 9 high-impact ones. We provided solution sketches or guidelines for 31 of the problems.
Information Architecture Research
How Smithsonian caught navigation issues while they were easy to fix
- As the world’s largest museum and research complex, the Smithsonian faces a daunting challenge with any website it runs: how to make so much information easy to find?
- Early in a redesign of its Global site, we helped identify 9 critical user tasks. We then took the draft site map and ran a findability-focused “tree test” with 10 users.
- Vague category names and overlapping content caused users to struggle on 6 of the 9 tasks. Yet by testing early in the process, the team had time to create a more intuitive site architecture prior to launch.
How real estate personas inspired a 280% conversion rate increase
- A regional real estate company saw a 60% drop in renter leads after a redesign. While their leasing agents had a clear picture of the target audience, the site’s designers and writers did not.
- We interviewed 5 agents and support reps to understand their renters’ behaviors, pain points, and questions. Then we prototyped 4 personas that we refined during UX testing and interviews.
- The new personas drove over 40 design and content changes, including 8 that we launched as A/B tests within a 10-week sprint. By the end of the sprint, their visitor-to-lead conversion rate was up 280%.
How a content audit helped boost annual revenue by $500K
- A top maker of wine cooling equipment was redesigning its site, and wanted to build a user-centered content strategy.
- We conducted a content audit of the existing site, including a qualitative assessment of all 287 pages. We found 70% of pages to be “inadequate” or “poor” and identified 15 core problems. The output was a lightweight content strategy.
- The site’s new content contributed to significant increases in KPIs, including an annualized website revenue lift of over $500K.