WindowFix - UX Research

Research Plan

Objectives​

  • Gain deeper knowledge about different user types

  • Identify what content users are looking for in a home renovation website

  • Improve initial user flow and website information architecture (sitemap)

Process

  • Define audiences to interview

  • Elaborate interview questions and script

  • Recruit and schedule in-person interviews

  • Affinity Mapping & Key Findings

  • Define Personas

  • Develop Information Architecture

Interviews

We identified 2 types of users and decided to interview 12 people - 6 people from each group:

  1. End User (Homeowners)

  2. Facilitators (Professionals in real estate)

 

The interview was divided into two parts: 1) questions about the user; 2) user test of prototype. We structured questions in part one to illuminate Key Areas of Inquiry:

  • User profile & habits

  • Needs for home services

  • Research behavior

  • Use of website - necessary information

Affinity Map

Groups of common characteristics from interviews:

  • Research habits

  • Homepage

  • Other Pages

  • Top Information

  • Expectations

  • Problems

  • Profile

 

Based on that, we were able to identify key trends and create a persona for each audience. Both helped us to prioritize information on the website.

Key Findings
  • Primary audience: Homeowners

  • Top information: Product types, Services, and Completed Work

  • Customer Service is the most important aspect

  • Need for immediate conversation with a professional - online chat mentioned

  • “Request Quote” at homepage was early in the process and too direct

  • On-site reviews are important, as are those on 3rd Party websites

  • WindowFix's location and physical storefront gave credibility

  • Research habits: friends' referrals and research on Google and 3rd party review websites

Personas

Homeowners

Facilitators

Problem Statement

"Homeowners need a home installation company that is reliable and provides great service because he wants to solve the house issue quickly and with great aesthetic"

Hyphoteses

We believe that by giving users more information about WindowFix previous work, reviews and easy access to customer service, WindowFix will help homeowners to trust more the installation service. We will know this to be true when the number of new leads via email, calls or quotes request on the website increases compared to the previous website design.

How might we help homeowners to get a reliable and great quality home installation service?

Solution

Information Architecture
Feature Prioritization

HIGH PRIORITY/ EASY EXECUTION

  • Chat

  • Calendar for booking visits

  • Product comparison

  • Product & service availability check

HIGH PRIORITY/ DIFFICULT EXECUTION

  • Reviews by product

  • Video displaying company’s facilities

  • Free price estimate

LOW PRIORITY/ EASY EXECUTION

  • Check company’s address/ facilities

  • Emergency button for quick repairs (glass)

LOW PRIORITY/ DIFFICULT EXECUTION

  • Talk to company’s customers for detailed review

  • Compare projects with similar specs

  • Suggestion for right product online

  • Specs PDF by product