Parallel Design Iterative Testing

Role: Lead UX Researcher

Methodology: Parallel / Iterative Testing

Research Type: User Interviews

Conducted: May 2023

In enhancing our website, my organization prioritized increasing customer reservations by enhancing asset availability information. I conducted coordinated testing of various design concepts at the same time to identify the most effective solution.

The details below are a synopsis of a large project. I would love the opportunity to talk with you about this in deeper detail and address any questions you might have.

Background

We focused on improving our website by making it easier for customers to book reservations, mainly by providing better information about asset availability. This led our design team to have intensive brainstorming sessions to polish their ideas for this aspect. Meanwhile, I ran coordinated tests on different design ideas simultaneously to find the best solution.

Research Goal

To quickly and efficiently test multiple design ideas to discover the best designs to use moving forward with building our enhanced eCommerce website experience.

Research Questions

  • Understand possible hesitations and perceived benefits to the concept wireframes.

  • What design solutions do we move forward with that best reflects user feedback for a successful availability design solution?

Method

Moderated parallel testing with 6 participants 3 times

I selected this methodology to gain insights into the most critical features for our website redesign. It efficiently tested multiple design concepts, allowing us to identify the best designs for future implementation. This process quickly and efficiently tested multiple design ideas to discover the best designs to use moving forward for this product.

Crucial Insights

  • Users expressed strong preferences for adjusting their dates/locations/items as they move through their rental process. They do not want to add to lists of options or go to previous pages to make changes.

  • Users who rent with us often put significance on simplifying their rental process by having personalized items and searching based on their rental habits.

Impact

This research validated early discovery phase hypotheses through research, confirming that allowing users to choose and customize equipment rental options based on their unique needs significantly enhanced the user experience, leading to an increase in user satisfaction.

Learnings

This methodology really helps to better understand high level needs for key users of the product you are building. I would use this again in a similar context, but this is not a methodology I would us when trying to discover more nuanced user needs.