Thence, Bengaluru, India

Challenge:

Aurumgemé (name changed sur to NDA) faced a significant challenge with an exit rate of approximately 68% from their Product Detail Page (PDP). Despite having a well-performing website, the performance was not optimal, and further investigation was needed to identify and address the root causes of the high dropout rate.

Methods:

• User Interviews: Conducted with two groups (15 participants each) to understand user behavior.
• Task Analysis: Studied how users interact with key features and pages.
• Heuristic Evaluation: Evaluated the site’s usability based on established usability principles.
• Competitor Analysis: Analyzed competing websites to identify areas of improvement.
• Quantitative Research: Leveraged data to understand drop-off points, click patterns, and other key metrics using tools like Excel.

Tools Used:

• Microsoft Excel: Data analysis and hypothesis testing.
• Google Meet: Remote interviews and discussions.
• Otter.ai: Transcription and notes for interviews.
• Figma: Prototyping and design.
• Word Document: Documentation and report writing.

Outcome:

• Improved User Satisfaction: Participants reported a better overall experience.
• Increased Task Completion Rate: Users were able to complete tasks more successfully.
• Decreased Task Completion Time: Faster completion of tasks indicating smoother user experience.
• Higher User Engagement: More interactions per session.
• Lower Bounce Rate: Fewer users left the site after viewing just one page.
• Higher Conversion Rate: Increased likelihood of user purchases.

“Detailed numbers and percentages are available in the full report. Please feel free to contact me to schedule a meeting for further discussion.”

Limitations:

• Limited sample size (30 participants), which may not fully represent the broader user base.
• Time constraints in conducting a more extensive usability study.

Takeaways:

• Value-Driven Decision Making: Always prioritize ideas that add the most value to the product and the user.
• Trust the Process: Each phase of research and testing naturally facilitates the next.
• Iterative Testing: Constant feedback and testing are crucial for improving and refining a product. Engaging with user feedback can elevate a product to new levels.

Challenge:

The client had a mobile application for residents of a managed accommodation that allowed them to contact the caretaker, receive updates, raise complaints, and engage with fellow residents. Despite these features, there were numerous complaints from users about:

• Lack of clarity regarding rent payments
• No updates on new features or app improvements
• Delayed resolution times for issues
• Absence of an instant solution feature for residents

The client was unsure whether these issues were due to technical limitations or a mismatch between user needs and the app’s functionality. They tasked our consulting firm with investigating the root cause of these problems and recommending solutions.

Methods:

To identify the underlying issues and propose actionable solutions, we used a comprehensive research approach:

• In-Person Interviews: We visited two hostels to gather insights directly from residents, asking about their pain points and whether they thought the app could solve these problems.
• Heuristic Evaluation: Evaluated the app’s usability and effectiveness based on industry best practices.
• Customer Journey Mapping: Mapped out the existing user experience to understand how features were being used and identify gaps between user expectations and app offerings.
• Feedback Collection: Collected monthly feedback to track recurring issues and pain points.
• Presentation & Reporting: The project spanned six months, with regular presentations and reports to keep stakeholders informed.

Tools Used:

• Google Meet (for conducting interviews)
• Google Spreadsheets (for data organization and analysis)
• Google Docs (for documenting research findings)
• Google Slides (for presentation)
• Figma (for prototyping potential features)
• Otter.ai (for transcribing interviews)

Limitations:

• Permission Issues: At one point, we were asked to leave a hostel for not obtaining proper permissions in advance.
• Limited Interviews: Due to the client’s urgency to start development, we were only able to conduct a small number of interviews.
• Team Coordination Challenges: Multiple project managers (PMs) were involved, with some lacking sufficient knowledge, which led to confusion and delays.
• Lack of Transcription Support: The research team, including designers and researchers, had to transcribe interview data on our own, which led to overtime and additional stress due to poor coordination.

Outcome:

The entire app was revamped based on our research findings, incorporating more than 10 new features that addressed key user needs. While the client provided positive feedback on the improvements, we were unaware of the user reception until post-launch. Some key features implemented based on research included:

• Room Cleaning History: Users could now see when the last cleaning was done in their room.
• Housekeeping ETA: Real-time updates on the estimated time of arrival for housekeeping.
• Washing Machine Availability: Users could check the availability of washing machines in real-time.
• Instant Ticketing Updates: A progress tracking system showing the date and time for issue resolution, ensuring users were informed every step of the way.

These additions helped improve the overall user experience by addressing critical issues and enhancing satisfaction with the app.

Takeaways:

• User-Centered Design: Always ensure that features are based on actual user needs and behaviors rather than assumptions.
• Iterative Process: Continuous testing and feedback collection are essential for refining and improving the product.
• Collaboration Is Key: Strong coordination between team members, especially with clear communication across stakeholders, is critical to the success of any project.

This project was a valuable learning experience, allowing me to see how in-depth user research can drive impactful changes that align with both business goals and user satisfaction.

At Thence, my role evolved beyond UX research into the creation of over 25 Proof of Concepts (PoCs). This was an invaluable part of my job, where I not only delved deep into user research but also identified potential gaps or future challenges that the clients might not have realized themselves. It was an exciting opportunity to not just showcase our capabilities, but also help clients discover overlooked aspects of their products and strategies.

Proof of Concept became a vital tool for us — we’d thoroughly research the company, its industry, and potential problems it might face in the near or distant future. By identifying these challenges early, we provided proactive solutions that gave us a competitive edge over other firms. This approach enabled us to demonstrate not only our expertise but also our forward-thinking mindset.

However, this process was never done in isolation. While my role focused on researching everything under the roof of PoCs, the Product Managers (PMs) played an essential part in guiding the direction and ensuring we didn’t miss critical angles or perspectives. They brought valuable insights from a product management standpoint, ensuring that our concepts were both practical and aligned with potnetial client needs.

Another critical persona in this collaborative effort was the designer, who worked closely with the research findings to translate our ideas into tangible, futuristic solutions. Their expertise helped transform raw research into visually compelling, actionable prototypes that could drive change for our clients.

Through this process, I learned an essential lesson: clients don’t always come with clear problems in mind, but with the right research and insight, we can not only identify those problems but also provide innovative solutions they never knew they needed. This experience reinforced the importance of cross-functional collaboration, as our collective efforts — combining research, strategy, and design — resulted in powerful PoCs that resonated with clients and positioned us as proactive problem solvers.

“A proud moment with an award for demonstrating complete ownership and delivering impeccable quality work.”