StrataGen Systems is a leading provider of mobile data solutions for fleet and mobile workforce management. StrataGen is located in North America (Canada) with high profile customers located throughout the United States.
In broad terms their current website had a two fold strategy and it was assumed that the website users fall into one of two groups:
Visitors to the website may have been referred by existing customers or have stumbled across the website while searching for a potential service provider.
AdditionalView were engaged to investigate how effective the website was currently servicing its existing customers and achieving the following objectives:
AdditionalView worked with StrataGen to identify suitable customers to take part in an online user experience focus group. Once the respondents were identified AdditionalView managed the client through the recruitment process, which involved a unique method of email screening, customer recruitment and phone contact.
While the respondents were being confirmed we developed the online discussion plan which included both qualitative and quantative questions. The discussion plan was promptly delivered to the StrataGen systems marketing executive for approval. The discussion, plan once signed off by the client, was loaded into the Group Quality software.
Respondents for the group were located in several time zones which meant that from Australia we coordinated everyone so the study was conducted in US and North America business hours. The client remained in Canada and the AdditionalView moderator at the time was located in a Melbourne hotel room in Australia.
The study required each of respondents to log into the Group Quality website. Typically an online user experience group will consist of eight respondents. This is the optimal size to achieve a quality discussion and meaningful user experience data. The study was conducted over an 80 minute period, while the client provided feedback during the discussion.
The Research included general discussion questions which you would find in traditional focus groups, however, the Group Quality tool also allows us to assign a number of tasks to each of the respondents.
The respondents were asked to go to the StrataGen website and complete a number of tasks, such as find particular information. After the tasks were completed the moderator asked each respondent to complete a number of questions to measure the user experience satisfaction level. The Group quality tool then presented the questions to each user as they finished in their own time. Group Quality also measures the time it takes for each individual to complete each task and whether they are not able to complete the task. The study also included a number of typical quantative research questions which were recorded by the Group Quality tool in context of the group discussion.
Once the user experience group study was concluded, the respondents logged off the system and AdditionalView went about compiling the results. The verbatim and quantative data was available and accessible online within a few hours with the results presented by the system based on the Group Quality timeline and discussion plan.
AdditionalView were able to discuss the results with the client and the client was in a position to begin making immediate improvements to the website and online strategy.
The qualitative and quantative data gained from this study could only have been achieved by the client if they had brought all customers into a central location which would have incurred transit, accommodation and subsequent carbon costs.
With the data the client was able to:
To find out more about AdditionalView user experience research and Group Quality user experience groups, contact us.
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