Summary: Evaluated the status quo and past UX Research at EIGENSONNE amidst market challenges, identifying quick wins to improve the user experience of the sign-up process.

Problem:

Assessed UX, highlighted usability issues, and pinpointed quick wins for improvement amid market challenges.

Context:

Joined in July 2023 as the first full-time UX Researcher, six months after a new website release. The company faced a significant drop in demand in Spring 2023, leading to bankruptcy in December 2023.

Research Goal:

Evaluate Usability, User Experience, and Market impact on Conversion Rate post-website release, identifying UX baseline, gaps, and short-term wins.

Method:

• Stakeholder Interviews
• A/B Testing
• Qualitative Insights Synthesis
• User Recordings Review

Timeline, Tools, Resources:

• 2 Months
• Google Analytics, Clarity, Optimizely

What I did:

• Reviewed quantitative data in Google Analytics and Clarity
• Conducted 6 stakeholder interviews
• Analyzed 50 user recordings

Results:

• Majority of most visited landing page visitors use mobile devices.
• 75% of mobile users experience a one-second lag using the Sales Wizard.
• Usability issues identified through rage clicks and bounce rate during Sales Wizard interaction.
• Low engagement with Sales Wizard, coupled with stakeholder interviews, suggests hesitation among first-time visitors for an immediate 10,000 EUR purchase for personal energy solutions.

Key Learnings:

• Improved understanding of UX's impact on conversion rates post loss of Product-Market Fit.
• Enhanced skills in managing stakeholder expectations.
• Emphasized transparent communication in acknowledging UX research limitations amid foundational Product-Market Fit challenges.