Project: KidStrong, Part 2

User Testing

After initial AB testing, we felt there was room to improve the website's overall experience. We wanted to understand the perception of KidStrong, its users, and the parent sign-up process on a deeper level.

This research helped us generate further testing ideas and begin to improve the experience of the KidStrong sign-up page.

View Re-Design Case Study

Problem

After re-designing and AB-testing the KidStrong homepage, we needed to find ways to improve the sign-up page and further understand the user and their journey during the sign-up process.

Solution

To better understand the website's and sign-up process's user experience, we decided to conduct a few user tests. The first was a survey, followed by a round of live user interviews.

My Role

With the help of Mavan’s creative director and head of data, I lead the user testing, synthesis of data, ideation of future tests, and presentation to the client. I conducted and created all user tests.

Part 1: User Survey

Conducting the Survey

Before the survey was launched, I created a testing plan that outlined its purpose and the goals/ information we were looking for with each question.

We began the user testing efforts with a small survey of 10 people. After trying out the questions, a few small changes were made, and the full survey of 22 others was launched.

These survey questions also gave us an idea of what questions to include in the live user testing and which produced the most valuable information or required further information.

Analyzing the Results

After all the survey responses were complete, I got to work on synthesizing the data. I took the questions into an affinity map, where I identified not only themes within each question but also overarching themes from the whole survey. I highlighted interesting quotes and made notes about the takeaways from each question.

In this step, I was able to begin to see the themes users were most focused on, such as concerns about not showing pricing and confusion about the details of the program.

Testing Roadmap and Insights

To further distill the affinity diagram, I took the high-level themes seen throughout the user survey and broke them down until they were individual test ideas (in yellow).

This view allowed KidStrong to understand their problems at a high level and generate ideas to address them.

The large take-away from this step was most users were experiencing a lack of information on the program - they wanted to know pricing and did not fully understand what the program entailed.

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Part 2: User Interviews

Testing Plan & Questions

After gathering information from survey questions, I started creating a testing plan for conducting live user interviews.

Through the user testing, we aimed to gain a deeper understanding of parents' motivations and thought processes when enrolling their child in a physical activity.

Additionally, we wanted to gather more insight into the entire user experience—from landing on the homepage to completing the sign-up process—something we weren't able to do through the survey.

Running the Interviews

I spoke with five parents who have children currently enrolled in physical activities and fall within the KidStrong age range. I discussed their experience with signing up their child for activities, including how they found the activities and what their actual sign-up process was like.

Additionally, I asked them to navigate through the KidStrong homepage and sign up fictional children for the program. During each task, I encouraged them to think out loud and explain their thought process and reasoning.

Insights and Takeaways

After the interviews, I analyzed the data and identified themes such as Parent Motivators, Usability Issues, User Needs, Observed Behaviors, and Interesting Notes.

I suggested additional tests to address the areas we found lacking, such as leveraging the word of friends and other parents to foster a community/social aspect for parents and building modules to address parents' concerns with the lack of program information and pricing.

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Part 4: Next Steps

Sharing with Client

After completing user testing, I compiled all the ideas and insights into a presentation for the client. In the presentation, I highlighted the top observations, testing recommendations, and interesting quotes from user surveys and interviews.

The interviews and insights gave the client the necessary information to display their pricing on the website, which they had been trying to convince management to do for a while.

Wireframing the Next Tests

After sharing the presentation with the client, we gained alignment on our testing plan and began designing.

During the user testing, we found users needed more clarity on the program's features, which led to a test showcasing their excellent video assets on the hero.

We also found parents were more likely to enroll their children in a program recommended by other parents. This led to a Testimonial Stories Section, where parents could flip through testimonials, see key points highlighted, and build trust with other parents.

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