Elevating AGU’s Brand: UX Research for Sustainability Storytelling
“Informing for Impact: Enhancing AGU's Website User Experience with Sustainability"
There are several points that I had to consider. When I faced some problems or uncertain information, I tried to ask the client and consulted with my coworker to find out solutions.
To clarify the target group for AGU, I requested information from the client about their mission. However, the response was vague. To ensure clarity, I conducted an interview with the client to align our understanding. In addition, I decided to send a survey to various kinds of generations and check if there are some similarities or differences based on their age or their preference for biking.
I developed some assumptions and ideas about sustainability, cycling, age, and gender through desk research. To validate them, I conducted a survey to gather people's opinions. Joelle and I aimed to collect around 50 survey responses from individuals across different age groups. To simplify the analysis process, I categorized the survey questions and provided explanations for why each question was included. This approach helped me focus on the relevant data and extract the necessary information.
After analyzing survey and interview data, I identified user insights by clustering the findings. However, the priority of these insights was unclear to the client. They wanted to determine which insights to prioritize within their budget. To address this, we decided to create user stories using the MoSCoW method. User stories helped the client visualize user situations and needs, while MoSCoW prioritization helped identify the most important user insights.
I used several methods for UX research, and I learned new methods as well. First, I learned how to make a structure of questions for the survey and how I can analyze these data. Creating a survey itself is not hard, but we need to consider well about the questions to get a good result. In addition, I learned that an easy way to share research results is important as a part of the UX approach. My coworker knew well the best way to share our findings with the client in an easy way.
