UX Research

Research, UX

Accounting for User Research in Agile

Continuous UX research means pro-actively researching and regularly gaining insights into your users’ behaviors, needs, and desires. Furthermore, its main purpose is not only to adapt quickly to upcoming challenges but also to act foresightedly and to be one step ahead of tomorrow’s research demands.

LISTEN (SENSORS)

NPS VERBATIM

The team deployed an in-app NPS survey that samples customers every 90 days. The feedback is shared globally through a dedicated slack channel, we teams can react to specific issues directly with customers.

IN-APP SURVEYS

Every quarter the team chooses specific flows that we wish to improve. For that, we publish a survey on designated pages that allow customers to share feedbacks while they are interacting with the service. Next, we archive all feedback for further analysis.

BEHAVIOR ANALYTICS

Qualitative feedback that indicates service issues shorten fix time. In addition, it provides the evidence needed for stakeholders. We chose to use Fullstory, which records all user sessions(excluded sensitive information), and we built our experience dashboard (See HEART Model) on top of it.

MEASURE

H.E.A.R.T MODEL

After considering several models, we decided to adopt Google's HEART framework as the experience KPIs standards. By using one system of measurement for all services , we quickly aligned the team, and were able to measure our UX KPIs holistically.

The HEART framework:
Happiness, Engagement, Adoption, Retention, and Task Success.