ICT User Research Assignment. for. Master of Science. Information and Communications Technology. Christi Leslie

Transcription

1 ICT User Research Assignment for Master of Science Information and Communications Technology Christi Leslie University of Denver University College April 17, 2017 Faculty: Teylor Feliz, Masters Director: Thomas Tierney, PhD Dean: Michael J. McGuire, MLS

2 Leslie-2 Table of Contents User #1 In-Person Interview (includes Scenario)... 3 Recording Consent Form... 5 Megan Persona... 6 Megan Persona Empathy Map... 8 User #2 In-Person Interview (includes Scenario)... 9 Recording Consent Form Scott Persona Scott Persona Empathy Map... 14

3 Leslie-3 A.Leslie Designs Website Project User #1 In-Person Interview Interviewee: Megan, Planning for the Future and Friend Duty Interviewer: Christi Leslie Scenario: A young professional assisting her friend with wedding plans and planning for her impending engagement is evaluating photography services in Northwest Arkansas (i.e. online) to contract with for engagement announcement, wedding shower, wedding ceremony, and reception photos. What information or services will you be seeking for yourself in terms of engagement and wedding photography? Pricing is important. If it s too high, why waste our time. Quality, previous experience shooting engagement photos, related events, and wedding/reception. Reviews from previous customers. What s the process (e.g. number hours, package or proof selection, and delivery)? What s included and how long do I have to wait for my photos? What did you or close friends encounter when seeking those services? Unclear and confusing pricing (i.e. fees not clearly stated such as retouching not included or deposit). Unclear cancellation policy or lack of a contract. Unclear payment processing (i.e. credit card, check, or cash). Uncomfortable with cash only transactions.

4 Leslie-4 What were you or your friends able or unable to do? Unable to find all pertinent information online and forced to call only to get voic . Prefer to get pertinent information online before wasting time meeting because you attend law school and work, so it s best to hop online when available. Unable to view proofs before committing to final payment. Able to view portfolio on most photography websites. Able to browse the sites and their services in the evenings. Unable to download digital shots. Unable to schedule meetings online. What tasks were involved in achieving your goals? Online searches for qualified photographers. View portfolios and background of photographers. Ask friends on social media for referrals. Ability to view pricing on some websites. How did you achieve your goal in the past (websites, books, other people, for instance)? Internet search. Referrals from friends and family. How would you attempt to achieve this goal in the future? Search online (phone or laptop) or use social media contacts to locate a photographer who has: Clear pricing, policies, and procedures. Stated experience. Online scheduling. Multiple payment options. Excellent reviews.

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6 Leslie-6 Megan Pictures look good on the header bar. I think the movement might be a little distracting. Demographic Female Age 26 Bentonville, Arkansas Evaluating User Needs and Pain Points Needs include the ability to: Obtain quality photography services (i.e., engagement, wedding, and related events) at an affordable price in Northwest Arkansas. Evaluate services, pricing, quality of work, and the reputation of the photographer online at a time that is convenient for her. Ability to schedule meeting or services online. Pain Points include: Landing page image lacks links. Illogical site structure including navigation (e.g., investment versus pricing, client versus client access, and gaps on pages causing missed content.) Site does not provide the user with the ability to easily return to home page.

7 Leslie-7 Some pages load slowly. Lack of image gallery to view portfolio images (i.e. oversized images listed down the page makes them difficult to see). Unable to set a meeting online or book a service (i.e. via the use of a calendar). Sliders on investment page cause distraction. Noticeable lack of verified reviews. Goals Access and navigate the site to evaluate photography services. View photographer s experience and portfolio of work. Understand process involved when contracting for services. View pricing and product offerings. Evaluate photographers reputation. Set a meeting or book a session online. Motivation Megan is motivated by an impending engagement and subsequent wedding in the near future, following her graduation from law school. Megan is assisting a friend(s) with her wedding planning (i.e. photography services) and wants to provide the bride with lasting memories. Megan is a busy student and needs the ability to locate, assess, and contract for services online (i.e. requires flexibility and mobility).

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9 Leslie-9 A.Leslie Designs Website Project User #2 In-Person Interview Interviewee: Scott, Small Online Business Owner Interviewer: Christi Leslie Scenario: A small e-commerce company searches for a photographer in Northwest Arkansas to photograph products as they become available keeping in mind the requirements of manufacturers and search engines while providing digital media that is unique and integrates well within the e-commerce company s website design and platform What information or services were you seeking for your business in terms of photography? Need product photography because our company offers products for students living on college or boarding school campuses and the stock product images most manufacturers provide don t always represent that demographic. Campus bound students are required to live smarter in a small shared space (i.e. dorm room or campus apartment) while being compliant with campus housing regulations. Their house is now a shared 12 by 18 room. What did you encounter when seeking those services? The photographers in the region are tied to Walmart. Walmart tends to copy everything we do, and they are cutthroat about it. Walmart, as well as PB Dorm, have copied our campaigns. Unable to find affordable services for small businesses locally. Fees charged in our area are significant because of the Walmart presence.

10 Leslie-10 What were you able or unable to do? Unable to find a local photographer experienced in product photography, especially for online sales (i.e. solid understand of Google requirements) unrelated to Walmart and affordable. Start a studio in-house, set and all. The in-house studio is time-consuming for small businesses. What tasks were involved in achieving your goal? Online searches for qualified photographers. Ability to see existing corporate relationships. Ability to view pricing. Created an in-house studio. Built sets. Purchased equipment. Processed photos for online sales environment. How did you achieve your goal in the past (websites, books, other people, for instance)? Internet Search. Local Vendors, although most of ours are national versus local. How would you attempt to achieve this goal again? Search online for a professional product photographer with a strong web presence who understands online small business needs and: Isn t tied to Walmart locally. Provides models for the photo shoots. Has established relationships with local universities and colleges. Protects trade secrets.

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12 Leslie-12 Scott We have specific needs, product photography, so I want to evaluate that. Demographic Male Age 52 Bentonville, Arkansas Evaluated User Needs and Pain Points Needs include the ability to: Obtain quality product photography services at an affordable price in Northwest Arkansas. Evaluate services, pricing, quality of work, and existing client relationships (i.e. conflict of interest) of the photographer online at a time that is convenient. Ability to connect online to discuss services (i.e. contact form or chat). Pain Points include: Floating menu causes confusion and distraction when navigating the site. Navigation title fields too narrow to display content (e.g., About BR ). Content focuses more on photographer versus addressing customer needs (e.g. pricing, procedures, and terms of service). Dark colors lead to poor visual experience.

13 Leslie-13 Broken images on some pages. Non-working contact form. Goals Access and view portfolio (i.e. marketing collateral and product photography). Assess experience and existing client relationships of photographer within the community. Evaluate pricing and availability of services. Connect with photographer online to discuss needs (i.e., contact us form or chat). Motivation Scott is experiencing growing pains in his online e-commerce business and needs to outsource product photography locally. Competition in the area for vendors is fierce with Walmart HQ creating a barrier to locating a service unengaged with Walmart locally.

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