This situation is not quite ordinary, and that’s why I decided to talk about it in this article. It will be interesting for those clients who want to improve something on their product but do not understand where to start.
Spoiler: always start with research. My story confirms that.
What was the initial request of our client
Why we doubted:
1. At first glance, the main purpose of even having the website was in scheduling appointments. The other features looked optional.
2. Why do I even need to create a customer profile as a user? For what? We couldn't think of enough reasons.
We started asking many questions, trying to understand the real needs of our client. And finally we suggested not making a customer profile. Instead, we suggested conducting a UX audit.
A UX audit is a user experience study. It helps to understand what users like about your website and what they don't, what is convenient and what is hindering. The main goal is to identify weak points that impede the business from making money. And it’s quick — it can be conducted in a few hours.
How we searched for flaws
1. Heuristic analysis.
We came up with the nine scenarios. We presented them to the client, and they added some points. Then, the UX analyst started working on these scenarios again by checking if it’s easy to perform the target action.
For example, a user came to find the address of the clinic. The expert examines how clear the navigation is, how many buttons should be clicked to get to the contacts section, whether there are sections that might be confusing, and how easy it is to find the necessary links on the main page.
What drawbacks did we find
We listed many comments like these, as we analyzed the entire website up and down. However, we found such analysis to be insufficient, as it helps assess the drawbacks but does not help to improve them. Therefore, as part of the audit, we proposed another research method called card sorting.
How we looked for solutions
Card sorting shows how people understand the structure of the site. In our case, it’s a veterinary clinic website. They can remove cards if they consider them unnecessary. They can change the names of cards if the meaning is unclear to them. They can even add cards if they feel that something is missing.
As a result, each user ends up with the architecture of the website as they see it. Along the way, we ask them about their logic: why they put this card here and the other one there. Then we analyze the results looking for common patterns. It helps to reveal a structure that is understandable to people.
Here on the right side is an example of what we have after the user sorts out the card.
We kept those elements of the site that seemed ok and added new ones — "suggested" by users.
And what happened to a customer profile?
We presented the results of our report at two workshops. We met with the client's team and came up with an idea of what the updated website could look like, taking into account business interests and research data.
At the first workshop we discussed the research results, and at the second one, we generated ideas. As a result, we made several strategic decisions regarding the website's development and the implementation of a customer profile. And we agreed on one thing: first we need to change the navigation and structure, and only then introduce new features
Why I liked this case study
Now all our solutions are at the development stage as we continue to monitor the project. I hope one day we will be able to share the results of this project on our social media. So, stay tuned!