Built a multi-market and multi form factor UI assessment tool for leading global telecommunications platform.
Understand how and where to prioritize localizations efforts in several emerging markets for large telecommunications platform. Deep dive usability evaluation in several markets with special focus on visual communication of pricing and subscription models.
I was hired as a global user research and strategy consultant by Skype Technologies to evaluate and provide direction on communications and UI design directions in several key markets. To gain a more nuanced understanding of where it would be important to localize both the UI and the pricing model, I created a one-of-a-kind usability assessment framework. Using the proprietary research framework I identified where localization was a must and where existing assets could be repurposed. The groundbreaking approach provided Product and Pricing Teams targeted insights crucial to cultural relevancy and usability and ultimately market success.
Problem
Knowing when, where and why to localize an otherwise internationalized platform was the central challenge. But how to do this when each geography has its' own set of unique requirements? Customizing for every market was out of the question.
Solution
Create a framework that can be used to guide multi-market in-depth usability studies in combination with end-to-end heuristic evaluation. The Thumbprint ™️ provided local UI/UX practitioners and SMEs a consistent evaluative tool while given the client teams three distinct levels of detail.
Summary across countries - global commonalities
Summary sheet per country
Detailed information for UX and Product Management
Tools
Proprietary framework
User Zoom
RITE
Team
1 UX designer
1 UX researcher
3 local UXR experts
2 local translators
1 project manager
My Role
Project Management
Analysis & synthesis
Socialization
Workshop facilitation
Timeline
Overall: 8+ weeks
Planning: 2+ weeks
Design & testing: 2 weeks
Iteration & retest: 4 weeks
My Research Process
1 Goals
2 Partners
3 Tests
4 Insights
5 Share
Share
Analysis & evaluations of results took place on two fronts. I workshopped the data collected in market with my local agency UXR reviewers who were able to provide explanation and context for their ratings. I then met with my client's localization team to work through the "crucial touch points," key recommendations, and potential next steps.
Deliverables included:
Summary overview highlighting issues
Usability results (interaction and design)
Local Relevancy rating
Design Toolkit
Translation issues document
3 levels of aggregated data
Usability Testing + Heuristic Evaluation
Using the Country Thumbprint framework I developed, local reviewers were tasked with a guided end-to-end heuristic evaluation of specified screens, flows, site content, interactions and look and feel. Based on the review we came away with:
Call-out "critical touch points." A "critical touch point" is that area/interaction within the product with the greatest and most sustained impact on the customer. It is a "piece" within the product flow that if it were to fail would likely create an overall negative user experience of the product possibly even churn, e.g. users unable to sign-in or register. In contradistinction, the color of a button or too many links on a page while potentially bearing negatively on the UX is unlikely to compromise product uptake and sustained use. By and large, what we are talking about are the "top" and "most important" parts of the product from the user perspective. The review will yield:
A usability rating (for the market)
A local relevance rating
A competitor analysis (for the market)
Recommendations
Goals
Provide evidence-based recommendation on where it is critical to enhance the Skype experience to meet or exceed local user need
Inform evaluation of existing product concepts
Highlight product strengths and weakness
Benchmark top competitors strengths and weaknesses by market
Identify opportunity areas for enhancement and innovation
Provide detailed information for creating quick wins and long term solutions
Help internal stakeholders in Product and Strategy focus resources according to product touch points with the greatest impact on both the user and the business
Partners
Because this was a multi-country project it was necessary to ensure on the ground, local research support in the various geographies. This included the Czech Republic, Russia, and Brazil and later Denmark. Based on my previous experiences in the Russian, Brazilian, and Czech markets and the strong agency relationships I had built there I was able to secure excellent professional research and translation support.
Insights
The client company has a compelling product offering for the Russian market. Locally, Skype is popular because it offers good value and quality communications services.
There is a clear market opportunity open to Skype, however, for Skype to gather further momentum in this marketplace and be applicable to a broader audience it needs to address this market more directly. Recommendations include:
Features and descriptions in local language
User flows for purchasing products in local language
Pricing structure e.g. subscriptions and credit denominations
Payment methods more locally applicable (including currency)
Support offered in local language
Thank you for reading
Want to learn more about my work? Feel free to contact me! martha@marthaabird.com