ITVX UX RESEARCH FRAMEWORK (2023)
THE OPPORTUNITY
2 months into joining the Product Design team at ITVX, I quickly identified a gap in the Design team that needed solving. The current working model saw feature requests driven by the competitor market, rather than what the data from our users reflected.
I worked independently on this 6 month research-led initiative called DiscoveryX, which focuses on making data-informed decisions in the earliest stages of the product life-cycle in order to build true empathy for ITVX users.
THE SOLUTION
I began looking at key specific journeys on the ITVX app, and mapping out the user flow to identify any possible pain points users may be experiencing while cross-referencing the quantitative data we had around the journey in Google Analytics.
I then created a research plan based around the problems, and conducted user interviews with key cohorts to validate the problems found, and uncover potential opportunities elsewhere in the journey. At the end of this process was a birds eye view of a journey in the app, that had been annotated with both quantitative, and qualitative data, in order to encourage our product teams adopt a true discovery phase to ensure our feature implementations were data driven.
Part A Objectives
Part B Objectives
Device split context
All interviews conducted, analysed and tagged on Dovetail
Tags to organise content on Dovetail
We also had an issue with being able to test with our TV users. Currently there is little technology available to be able to conduct remote testing with a television apps, and we didn't have the tools/resources to conduct this testing in person either. So I solved this by including this question in screeners on User Testing
"During the interview we will ask if you could flip your phone camera to face your TV screen and complete a few tasks. Please confirm that you understand this, and are willing to participate in this segment of the session."
This has helped us as a team be able to conduct usability testing on TV, remotely with users which means we are able to see them use our product and identify pain points and bugs we may not have spotted prior.
The process was also an opportunity for myself as a Senior Product Designer, to showcase and teach user research techniques such as writing research plans and scripts, conducting user interviews and usability testing, and creating journey maps to other members of the design team who hadn't had prior experience with these methodologies.
I also managed to gain buy in from the Director of Product Design to approve Dovetail as a tool for the Design Team to use for the next financial year.
Regular user - Ruben
New user - Kat
IMPLEMENTATION
This way of working has now been adopted by the Design team and has produced an efficient way of working within our cross functional teams.