We have customers, but what are they doing? CA Technologies - Case Study
Problem: The Workload Automation product team at CA Technologies wanted to understand the landscape of their customers. They knew they were using their products, but they didn't understand what challenges their customers were facing
Process: I conducted over 40 1:1 interviews with customers who used one of four different workload automation programs from CA Technologies. I gained an understanding of their IT environment as well as what challenges the automation departments were facing.
Results: The findings were categorized and turned into user stories. Each user story was added to the appropriate product's backlog, allowing the Product Owner to prioritize the improvements. Stories were also discussed with each product team to further their understanding of their customers' challenges. Additionally the information I gathered was used to inform the feature set of a new product - Centralized Agent Management.
What I did: Designed the interview protocol and conducted all interviews, the majority in person and some conducted remotely. Participated in all product discussions regarding customer feedback.
So you have an app, but you don't know how it's being used CVS - Case Study
Problem: CVS wanted to understand what improvements should be made to their iOS app. However, they had no idea how customers were using it because analytics were not available for the app. They also wanted to identify the preferences, desires, and experiences of current users of the app.
Process: To gather information on how customers used the iOS app, empathy interviews were employed. Participants shared their past experiences and expectations of their usage of the app. They also discussed their current process for refilling prescriptions and some ways to improve the current process.
Results: CVS used the results of the study to prioritize the app improvements.
What I did: Designed the testing protocol and conducted all 12 interviews. Analyzed and presented the data to CVS. Created the customer journey map detailing the experience of someone with a loyalty card (power user) and someone who does not have a loyalty card (non-power user) so CVS could understand how these two customer types differ in their approach to refilling prescriptions.
How do customers use our site? American Heart Association - Case Study
Problem: AHA needed to understand what wasn't working on their site so they could plan improvements.
Process: In order to understand each person's story regarding their health concerns and lifestyle changes, empathy interviews and user testing with 12 target participants were conducted. Each person was given half an hour to look for health related information on the internet. They were then directed to the AHA site and asked to complete a series of tasks using the site.
Results: AHA was armed with 12 customer profiles they could use to help inform their business decisions concerning their website. They used this information to determine which medical resources, including terminology, were missing from their current site. The customer information was used to create personas, which were used to keep customers in mind during the site redesign.
What I did: Designed the testing protocol and conducted all 12 interviews. Analyzed and presented the data to AHA.