Goal: test comprehension and intuitiveness of the existing quote flow in the leasing application.
I gathered user feedback on going through the flow, calculated the current conversion rate, and experimented with hypothetical solutions to increase the conversion rate.
Users were randomly sorted into 2 paths: the Current Path and the Experimental Path.
Each path performed the same tasks with a different prototype.
Conversion Rates: 14% success on Current Path and 36% on Experimental Path.
I evaluated each user’s performance and assigned them a score from 1 to 5 ( ‘1’ meaning they did not accomplish the task at all, and ‘5’ meaning they accomplished it with ease) and calculated the average which was 2.53 — this meant that the average user struggled and did not accomplish the task.
Detailed findings on %'s of users performing or not performing X action and/or experiencing confusion became action-oriented recommendations for the product team.
I noted repeated occurrences of actions, stumbling blocks, and phrases said by users, and crunched them into %’s via good old Excel.
A robust Appendix rounded out the presentation, chock-full of frustrated user quotes and detailed statistics gleaned from UserZoom.
(just in case anyone needed any more convincing)