BEACON - The Better Ethics and Consumer Outcomes Network
User Research, UX Analysis, UX Strategy
Overview
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The Goal
Prepare the product for launch by:
Conducting in depth user testing in order to uncover pain points and technical issues.
Discover and present opportunities for improving the user experience in the longer term
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My Role
User Research
Heuristic Analysis
UX Strategy
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Deliverables
User testing report
Recommendations for improvements, creative ideas
About BEACON
“BEACON is a social innovation organization that operates at the intersection of human-centered design, social impact, and public policy.”
About Pulse Policy Center
The Pulse Policy Center is BEACON’s first product, which is described as “The simplest tool for startups and small businesses to create custom privacy experiences for their websites and applications. Data policy, designed for humans.”
User Testing
Pulse Onboarding Experience
I used Loom to conduct remote user testing. Loom allowed users to record their screen, face and voice at the same time so that they could share feedback in real time and I could understand their emotions while they used the product.
Cognitive Overload
User was confused by buttons on landing page (Get Started, Sign Up, Pricing, Buy Now).
“It seems aggressive to ask people to buy before the pitch.. Before showing them.. You know making the case”
Confusing Verbiage
Some of the language used is not easy for the user to understand, and they don’t feel confident with their decisions.
Redundant Questions/Information
User felt the communication is sometimes redundant or unclear.
“This is a lot of text, I understand why it’s useful, but is it saying the same thing?”...... “If I can be transparent, I don’t know what I’m looking at.” …… “I don’t know where I am now.”
Technical Issues
User had to reload some pages.
“If there is a problem with this page it should show up there’s an error before we proceed.”
Summary of User Testing
Lengthy Process
Based on the qualitative and quantitative information I gathered, I believe the biggest problem and challenge was that this was a very lengthy onboarding process that could be quite challenging for someone that doesn’t understand data privacy very well.
The target audience is small businesses, and it was my intuition that this tool would not be widely adopted if it was not more fun and exciting and educational to use. I believe there needed to be something to give the user a real sense of urgency and understanding of the importance of this tool.
Confusing
The were many questions that seemed similar and the descriptions that weren’t totally clear. The verbiage needed to be cleaned up and if possible condense the number of questions.
Technical Issues
There were several technical issues that needed to be fixed before launching this tool.
Recommendations
Live Support Chat Box
Graphics/Illustrations/Animations
Intro Video on Landing Page
Error Messages/Warnings
Improved Progress Tracking
Optimize Language/Questions/Descriptions
What I Learned
Clean UI design is important, but the importance of delighting the user and having a deep understanding of the target user cannot be understated.
An augmented reality mobile application that allows teachers to create customer gallery walk experiences in their classrooms to help increase student engagement and learning.