Motus Nova Website Project
Research report
The anatomy of a research report
Anatomy of a report
Study overview
What we did and why
Research findings
What we learned
Next steps
Where we go next
Problem and background
Research goal & objectives
Approach and participant criteria
Usability Testing Results
Research Summary
Artifacts: User Flow, Persona, Storyboard
Next steps
Suggestions
⎼ In this report
1. RESEARCH OVERVIEW - What we did
2. RESEARCH FINDINGS - What we learned
3. NEXT STEPS - Where to go next
Table of contents (example)
WHAT WE DID
Research overview
Motus Nova wants to see an increase in form submissions on their website.
More Assessments = More Sales
Of all sales sources, 67.5%* are made by visitors filling out a form assessment on their website
10.6% of assessments turn into sales
However, only ~1.29% of visitors** of the Motus Nova website fill out an assessment
Background
*Source: MFLeadsSummary, August 1, 2021 - January 31, 2022
**Source: Google Analytics, August 1, 2021 - January 31, 2022
68.65% of traffic is on mobile*
Because the majority of traffic on Motus Nova is through mobile, we want to focus on improving the mobile experience, as opposed to desktop (27.33%) or tablet (4.02%).
Background
Research Objectives
* Source: Google Analytics, January 1, 2022- January 31, 2022
Tools Used
Research approach - What we did
Research Scope
SECONDARY RESEARCH (Completed)
Google Analytics data:
User demographics, User Engagement, Device Usage, User Flow, Returning Users
Previous deliverables:
Sitemap, Site Audit
→ Completed - Findings here [link]
DEFINING DATA
THIS REPORT
→ Limitations: Due to COVID-19, this research was conducted remotely. Moderated interviews were conducted through Zoom. Unmoderated tests were done through Hotjar.
RESEARCH INTERVIEWS
Research approach - What we did
Research Scope
Moderated Usability Interview
The remote interviews were divided in two parts:
→ Limitation: Because I am watching users, they may feel like they have to behave in the “best” way opposed to what their real behavior would be
Research approach - What we did
Research Scope
Unmoderated Usability Test
Task based unmoderated usability test using the Hotjar’s Ask platform and panel. Participant’s main task:
→ Limitation: I could not discuss any feedback with users
Participant Overview
99
Hotjar responses
There were 99 responses combined from moderated and unmoderated tests, averaging about 7 responses per participant
7
Moderated users
I interviewed 7 users for an average of 30 minutes
7
Unmoderated users
I was able to get 7 unmoderated participants, which was more than expected!
WHAT WE LEARNED
Research findings
Usability findings
Usability Findings
❌ High impact issue or blocker - This issue prevents users from completing the task.
😐 Mid or low impact issue - Users are able to complete the task but they are limited in their ability to do so; confused or feel information is extraneous.
✔️ Good experience - No issue found. Users are able to complete achieve their goals with no issues or express liking something specifically.
The following slides are screenshots of the landing page. Feedback given are in sequential order to what a user would see on mobile.
Usability findings
❗ Confusion of what the product is
“I had to scroll through all the pictures to understand that this was a device people had to get, but I then I thought you needed to download an app”
Landing Page: Hero Section
Usability findings
❌ Difficulty closing the tab
One user could not figure out how to close the tab, but she noticed that it closed by itself after a few seconds. Throughout the test, when the pop-up came, she waiting a few seconds for it to close so she could continue reading.
❌ Assessment Frustration
Moderated users (85%) voiced that the pop-ups were distracting
Assessment Form
Usability findings
Teams Section
✔️43% noted that they liked this section because it added a human touch
How it Works Videos
😐 Few comments here. User noted that this video did not tell them anything that was relevant to them yet.
Credible Sources
✔️ 21% noted that they liked the credible sources here
1
2
3
Usability findings
Why Section
😐 This confused users who cared to read this (14%). The numbers did not make sense for them as they scrolled.
Wendell’s At-Home Video
✔️ This video was well-received in that it best helped users understand what the product did and how it might help
FAQ
✔️ This section was well-received as it visually looked easy to read and had questions that were relevant
4
5
6
Usability findings
Company Timeline Section
❌ 28.5% moderated users voiced they were tired when they saw the timeline
FAQ
✔️This section was very well-received because of the drop-down menu functionality
7
8
Key findings
Summary
THEME
HOW MIGHT WE
Assessment Pop-Up Frustration
How might we change the placement of the assessment to feel natural, so a user would more likely fill it out?
DATA
*Although there were no unmoderated users that noted an assessment pop-up frustration, consider that the feedback button was obstructed when the assessment popped it. This might have caused users to believe the pop-up was not part of the usability test. Moderated users were able to voice out their frustration more easily.
** Source: Google Analytics, January 1, 2022 - January 30, 2022
Users spend on average 90 seconds** on our website, so every second is valuable. A major user frustration may prevent them from spending more time on the website.
Key findings
Summary
THEME
HOW MIGHT WE
User Fatigue on Landing Page
Users (moderated + unmoderated) felt fatigued while navigating the landing page because of:
Interestingly, 57.1% of moderated users voiced they were tired when they saw the company timeline. Moreover, 35% of all users noted that the drop down FAQs were especially helpful because they felt more control on what to read.
How might we tell a succinct story on the landing page, so that it can alleviate user fatigue?
DATA
*Users later understood the product in a variety of ways. Some understood when they looked further down the website, some understood when exploring to other nav pages like the How It Works, Review, or Product page.
Information Overload and User Fatigue
Two landing pages with the same amount of information may have different perceptions because of how information is organized.
“It's probably the longest website I've ever accessed on the mobile phone.”
- Rachel, Moderated Interview User
Key findings
Summary
THEME
HOW MIGHT WE
Credibility could be strengthened
The top reason for the social media posts was because it allowed users to see real users (built credibility). The top reason against the social media posts was because it looked curated (lacked credibility).
How might we build more credibility, so users trust the product more?
DATA
“I would [...] like to get a second opinion on something rather than just from the source. [...] It's just now [...] we're at the baseline and we're trying to build the credibility through getting other people's opinions.”
- Abdul, Moderated Interview User
Prioritizing Themes
Summary
THEME PRIORITY
Assessment Pop-Up Frustration
How might we change the placement of the assessment to feel natural, so a user would more likely fill it out?
User Fatigue on Landing Page
How might we tell a succinct story on the landing page, so that it can alleviate user fatigue?
Credibility could be strengthened
How might we build more credibility, so users trust the product more?
PRIORITY RATIONALE
About ⅔’s of Motus Nova’s sales are through assessments, so focusing on assessment UX should be top priority.
User fatigue on the landing page has a direct correlation on whether or not a user will fill out an assessment, so this should be the 2nd priority.
The third priority should be strengthening credibility, as it may influence priority 1 and 2.
High
Mid
Low
WHAT WE LEARNED
Research Findings - Artifacts
Source: Google Analytics, January 1, 2022 - January 30, 2022
User Flow
Research Findings - Artifacts
Although I did not interview any stroke survivors, I did interview a few caretakers.
A stroke reduces the mobility in over half of of stroke survivors ages 65 and older. According to Google Analytics, about ~66% of users are 54 years old or younger, suggesting that these users might be caretakers looking into the product for a loved one.
User Demographics
Source: Google Analytics, January 1, 2022 - January 30, 2022
Research Findings - Artifacts
User Persona
Storyboard
Research Findings - Artifacts
Storyboard continued
Research Findings - Artifacts
Current
Desired
MOVING FORWARD
Next steps
Suggestions to improve the experience
Next Steps Roadmap
End of Presentation
SECONDARY RESEARCH (Completed)
Google Analytics data:
User demographics, User Engagement, Device Usage, User Flow, Returning Users
Previous deliverables:
Sitemap, Site Audit
→ Completed - Findings here [link]
RESEARCH INTERVIEWS
DEFINING DATA
THIS REPORT
DESIGN
TESTING
NEXT STEPS
Notes During Meeting
End of Presentation
Luke’s Suggestions:
-Find out frequency of Assessment Pop-Ups
- Find stat about assessment
- Flow of website: revision of the hero section
-Wendell: gif breakdown like Kickstarter, based on social media behaviors and how information is presented on mobile (more digestible)
- Who is this for? Section
Who is this for? Conditions, independence, demographics, time post stroke,
Social proof
Credibility
Arjun suggestions:
The story:
Social Proof (before and after videos)
Credibility
How it works (wendell gifs)
Social Proof
Our Team
FAQ
Footer
Notes During Meeting
End of Presentation