EuroIA 2015

Madrid, 24 – 26 September

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User Insights, Data Driven Design, and Stakeholder Buy In: A Case Study in Mobile Strategy

A talk by Christina Spencer and Matthew Martin

This case study outlines the process by which a mobile design strategy was developed for jstor.org. Recognizing inconsistencies between internal data and research at large prompted further investigation. Through the use of Assertion Worksheets, Experience Mapping, Qualitative Log analysis, and In-Context Mobile Interviews patterns in user actions and desires were identified. This analysis culminated in an elegant and simple strategy, the artifacts generated also serve as communication tools within our organization.

Following is a description of the techniques. This session will discuss the execution of and insights gathered by each.

The assertion worksheet is structured to identify gaps in knowledge, focus research, facilitate prioritization, and identify impacts to other teams.
The Experience Map and the mapping process uncover the key user moments that, once improved, will unlock a more compelling and more valuable overall experience.
Qualitative log analysis involves taking data generally used for large aggregate numbers and using a sample to demonstrate workflows.
In-context mobile interviews are interviews conducted while the users are in their environment and context of use.

Together, these tools and techniques generated some key research insights and informed our design direction. In addition, the deliverables associated with each technique hold organizational weight and continue to be referenced and utilized.

Christina Spencer

Christina Spencer is a business savvy User Researcher driven to identify opportunities and alleviate pain points. Employing a wide range of methods she enhances understanding of current users, potential users, and the context in which the products and services of ITHAKA are relevant in their lives. She holds a Masters degree in Industrial Organizational Psychology from Wayne State University. Christina is a member of the American Psychological Association, the Society for Industrial and Organizational Psychology and Ethnographic Praxis in Industry.

Matthew Martin

Matthew Martin is an Experience Architect with over 10 years of practice knowledge designing for multiple devices, websites, and software within waterfall and Agile working environments. Matthew attained a Masters Degree in Human Computer Interaction from the University of Michigan School of Information. Additionally, Matthew is a member of the Agile Alliance and winner of a 2012 WEBAWARD for Outstanding Achievement in Web Development for the Citizens Bank Plan Explorer. Currently Matthew is responsible for enhancing the experience of ITHAKA’s multiple products and touch points.

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