1-on-1 stakeholder and employee interviews
I conducted 1-on-1 interviews with SupChina stakeholders, management, and journalists. I conducted an ethnographic study by having relevant users use the CMS and upload an article (through screen share). I then had each interviewee participate in a card sorting exercise. Finally we talked through participatory design solutions for the set goals with the focus on creating hypotheses for why defined goals were not being achieved on the old website.
To test out the hypotheses for why the goals had not been accomplished with the current website, I created correlating interview questions coded by “type,” ie. demographic, behavior, feature, branding, UX, etc. used to conduct ten 1-on-1 interviews with devoted SupChina “fans” that are familiar with SupChina and active on the platform. Keeping these questions open-ended, this research served as a foundation and orientation for the larger-scale user survey.
User flow/ goal completion walkthrough
I asked each user to complete two goals. Finding a specific article and signing up for the newsletter. The user flow was tracked and the number of extra clicks (from the shortest possible route) to reach each goal was tallied.
Since these initial interviewees were all active users of SupChina, all interviews concluded with tree testing based on the card sorting conducted with SupChina’s internal staff.
This fan interviews gave great qualitative insight into users’ general news digestion behavior, likes/frustrations when interacting with SupChina’s website (design, content, usability), user environment (device, location, time of day, etc.), and user goals. It also provided quantitative insight that was crucial in building the IA and user flows.
Goal: 500 participants
Total: 446 participants
Using the information learned during the 1-on-1 interviews as the foundation, I created a 20-question mixed-survey utilizing demographic, multiple choice, ranking, dropdown, and open-ended questions. SupChina distributed it throughout their various platforms and offered incentives. Samples questions seen below.
This quantitative research was imperative to confirm/confute hypotheses, understand the users, and really gain a greater understanding of the goals of the website redesign.
The website redesign involved major changes in every aspect from branding to UX. The user research was imperative to see what was established, what worked and what needed improvement.
This research provided much insight on how people scan headlines, select articles, and view SupChina as a brand. It gave understanding of ethnographical influences on SupChina use habits and decision making, and on users’ digital familiarity and news reading habits in general. The research oriented the entire project and not only drove design and development decisions, but also impacted marketing and business plans for the company as a whole.