A guide for planning your research that will convince your stakeholders that the time investment is worth it.
Business Objectives #
What’s the main goals you’re trying to achieve?
The business’ main goal here is:
Beat last year's signup numbers
We’re trying to understand:
Why signup numbers don't match our projections
We need to keep in mind:
An OKR or KPI
Users will get:
An easier signup experience
Timeline #
How long will this take?
Time needed:
3 weeks until share-out
Hypotheses & goals #
Hypothesis #
What will you test?
We hope to:
desired learning
So that:
users can reduce time with support
We’ll know we’re right when:
users call in less frequently
Goals #
List no more than three.
Can users complete a certain task
Anti-goals #
What won’t you build?
Anti-goal:
Line by line description of our tests
Methodology #
How are you going to do this?
Proposed type of session:
user interviews, user tests, a/b testing
Estimated time per session:
45 minutes
Number of people needed:
5
Proposed method:
user interviews, user tests, a/b tests
Proposed place:
Zoom, Skype, socially-distanced in-person
Toolset:
Lookback, [usertesting.com](http://usertesting.com/)
Metrics #
What are you measuring?
Metric 1:
Reduced time on task
Metric 2:
Increased registration
Metric 3:
Reduction in support phone calls
Participants & Recruiting #
How will you find your users?
We’ll find users by:
email surveys, customer service databases, marketing lists
We’ll incentivize them by:
$100 Amazon gift card, statement credit
Participants should be:
demographics, type of user