In-app research channel
Briefing
To gather user info for segmenting and enhancing user database with complementary data.
Challenge
To create an in-app communication channel for research, envisioning to decrease abandonment rate, increase answering rate and enhance user data.
Also contribute to the establishment of new agreements between companies for new benefits for the users.
Information
Client
NDA (Digital Bank)
Deliverable
End-to-end product process, from discovery to testing and high-fidelity prototypes and flows.
Process
Lean UX Canvas
Involving two multidisciplinary squads, one focused on mobile applications and the other on web platforms, different ideas emerged regarding the problems that could be addressed, their solutions and success metrics. This also included collaborative voting sessions to determine the priorities.
Afterwards, I reviewed the outcomes of this dynamic process to define the design focus.
Brainstorming with different products
I invited designers from other products within the company to present the benchmark that was conducted, understand if the communication team’s idea would make sense in their contexts and create initial drafts of the solution.
At this stage, it became clear that the solution could be an internal product and be utilized by all product teams to conduct research at a low cost for the company.
Internal quantitative e qualitative
After presenting the low-fidelity prototype to the board, I received a request to further enhance the Discovery process with an internal survey to identify which products request information from users after registration, why and where such information was stored.
Testing
After refining visually, its application and evolution for the Design System, it was time to conduct an A/B test to determine the optimal display trigger type for users and a usability test using Google Analytics data.
Results
The creation of a research channel within the app, usable by all products and adaptable to various research methodologies. Resulting on reducing the cost of recruiting and conducting surveys for the company.
The internal survey of registration content helped identify the need to unify the company’s databases and improve data management.
Lessons learned
Involving directors from different fronts from the beginning helped demonstrate the significance of a discovery phase for decision-making.
Applying two methodologies simultaneously in the same test brought a richness to the data.