My Experience Journey in Adform
Working in Adform and developing integrated advertising platform I had a great opportunity to work in a big UX team. Researchers were collaborating with UX/UI designers in order to achieve best results. As a user researcher I was responsible for gaining an empathetic understanding of the problem we were trying to solve, typically through user research. Persona project was conducted in order to identify who are our users, what kind of problems they are facing and what needs do they have in their daily interaction with the system we were building and improving.
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Persona Project
UX professionals often face challenging situations where colleagues and stakeholders default to their own opinions and feelings forget about the intended target audience. In order to identify what kind of problems are bringing most of pain for our users, we needed to investigate who are our users. Our aim was to have a holistic overview of fragmented/ complex experience users go through in our system, so we could build user journey based on the real data, not assumptions or few clients feedback.
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Step 1
Prepare Interview Protocol with questions about users personal, professional and technical information, as well as main pain points they face while using the system. We also were interested in improvements that users expect to see or mention what our competitors have.
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Step 2
Etnographic research by traveling and conducting one-on-one interviews with users around the world.
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Step 3
Analyse and identify patterns. Over 200 interviews were conducted and 12 persona and persona cards were created according to gathered data.
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Step 4
Share and introduce. We were running workshops for majority of the company project owners trying to build an empathy for end users. With help of this research, few thousands people company is now using personas in their daily work, writing user stories and developing new solutions to improve user experience with clear knowledge of the system user.
Personas Map
Usability Testing
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While developing integrated advertising platform user researchers were collaborating with UX designers in order to conduct different usability tests to identify usability issues, gather qualitative and quantitative data as well as determine users satisfaction while using the system.
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Quantitative Methods
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Effectiveness evaluation - accuracy and completeness with which users achieve certain goals, error rates were measured as an indicators.
For the efficiency task completion time was measured together with learning time.
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For user satisfaction, which is the users’ comfort with and positive attitude towards the use of the system, attitude rating scales were used.
SUS (System Usability Scale) was one of the tool for measuring usability.
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Qualitative Methods
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For internal usability sessions we were mainly using qualitative evaluation methods, as they require less participants (5-8) in order to identify main usability issues. Methods used for qualitative testing: Interviews, observations during the test sessions, follow-up questions, user self- report about an experience, think-aloud protocol, focus groups.