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Web Consultation

Product Adoption

Successful product adoption is crucial for the long-term success of a product and the growth of a business or organization. To increase product adoption and accelerate growth, I have gathered user feedback and analyzed adoption metrics for several products and services, to help identify areas for improvement and refine adoption strategies over time.

In one - basic but exemplary - example I led a cross-functional research team to develop and implement a digital content strategy for an internal change management program, resulting in 500% increase in digital engagement within 6 weeks of re-launch. 

SECTOR - Content strategy/ Website development

TEAM - Director, Content delivery manager. Project sponsored by senior leadership

MY ROLE - Content strategy development, Web design, Implementation, Stakeholder management

LEAD TIME - User research 3 weeks - Content Development, Syndication and Implementation 8 weeks

COMPLEXITY - Medium

Business problem

When I arrived to the team, an existing intranet site advocating a new way of working for colleagues was targeting various internal audiences with the same content. In addition, the content was primarily targeted at senior leaders, who were not the audience primarily responsible for implementing the sought-after change within the teams.

Based on former best practices and some exploratory calls with some end users, I created the following hypotheses:

  1. The key users for the website were a different audience than those who were prioritized on the website

  2. The website would benefit from segmenting information targeted information by user group on the site  

  3. Condensing information by user group in a one-pager, that could easily be bookmarked, would increase relevancy of the site for all audiences.

Leadership, however, was hesitant of drastic changes to the intranet site, so I decided to prove my point with data.

Activities

Hypothesis development

  • 3 Initial Hypotheses

Mixed-media data gathering

  • Qual analysis

  • Quant interviews and feedback sessions

Prototype creation & testing

  • Miro for low-res and initial feedback

  • Live prototypes on site for later-stage feedback

Stakeholder management

  • Visualization and storytelling for decision-making

Redesign and Launch

  • Site re-structuring, navigation and new content development

Site metrics analysis

  • Continuous insight gathering 

Approach & Insights

TRIANGULATE USER BEHAVIOR DATA TO CREATE HYPOTHESIS

SITE VISITORS BEHAVIORAL DATA ANALYSIS

Data showed that there was one audience/persona that used the site in majority (80%). This was also the group that would play a key role in implementing the new way of working the site advocated. 

Testing revealed that the information this group was looking for on the site, was hard to find as it was delivered on multiple pages. The existing site navigation made it time-intensive to retrieve the information.

 

After triangulating the data and insights, leadership agreed to a new site structure and content.

The research insights guided the new site design and content development.

PROTOTYPE DEVELOPMENT AND ITERATIVE PROTOTYPE TESTING

INTERVIEWS AND ITERATIVE PROTOTYPE TESTING

MVP TESTING

DESIGN VALIDATION WITH END USERS

SITE REDESIGN

NEW SITE STRUCTURE PRIORITIZES NEEDS BY PERSONA AND INTERACTION TIME

Outcomes

A few relatively simple changes made the intranet site more relevant and usable for all audiences. Syndicating the propose changes, re-writing existing content and adding a few more pages took 2 months.  

 

The result was a 500% increase in engagement with the site within 6 weeks of re-launch, which brought the overall project back to the attention of the core audiences and offered each audience direct access to the targeted tools they require to make the New Way of Working change project a success.

 

The intranet site now plays a key role in driving the change the project is after.