Challenge
A European bank turned to Craft Innovations to investigate users’ experience of the existing version of their mobile application.
Their business goal was to identify and eliminate the inconvenience of users of the application and improve the user experience.
Expectations from the study: to obtain systematic information and actionable insights, which will help to plan and prioritize the next update plan of the UX application. This information must answer the question, “what exactly needs to be changed in the application to make it more user-friendly?”
Solution
We designed a research plan which consisted of 3 stages, and we held a recruiting of 20 respondents.
Method 1. In-depth interviews allowed us to understand the application’s situations and context. We observed how a person uses their app. We collected sincere quotes, regrets, comparisons, etc.
Method 2. Moderated Usability Test (SUM metric – single usability metric or single total indicator). In the laboratory room, we measured three indicators (task time, number of errors, and subjective assessment of complexity by the respondent). This method allowed us to obtain numerical indicators for each task (Use Cases); such data helped prioritize future works. Also, with the help of the SUM metric, the client team can test, measure and benchmark any future update on its own.
Method 3. EyeTracking – helped to see the interface in the user’s eyes.
We determine where the respondent is looked at, whether essential components are in the user’s focus area, and where the blind spots are. What the user pays attention to and whether it helps/hinders it in performing a task, etc.
Result
As a result, we delivered a report that described the current user experience with the applications in detail. We provided a rating of all user scenarios and spotted use cases outsiders. Our report was enriched by many quotes from users, their comparison with competitive applications, etc.
