INDUSTRY:
FINANCE
CUSTOMER:
RIDE
APPROACH:
AFFINITY DIAGRAM TECHNIQUE
TOOL:
MIRO
UX Research
The objective of this user research project was to identify the factors that can increase the number of call and increase the conversion rate from calls to successful order deliveries. To achieve this, I employed semi-structured interviews as the primary method for data collection, allowing for flexibility in exploring user motivations, and challenges during their journey. After collecting the data, I used the affinity diagram technique to organize and analyze the insights.
Step 1: Interview 💬
Through these in-depth, semi-structured interviews, I gathered rich, qualitative data that provided a nuanced understanding of user experiences during the sales process.
Sample semi-structured questions & answers from a participant
Step 2: Gather 🔍
In this step, I prepared the qualitative data for codification and categorisation.
Step 3: Group 🪢
After collecting the data, I used the affinity diagram technique to organize and analyze the insights. This approach helped to uncover patterns and relationships between various user insights and key conversion points, revealing critical opportunities for improvement.
Step 4: Define ⛳️
The analysis resulted in actionable insights that highlight specific pain points and areas where enhancements can be made to streamline the call & order process and improve customer experience. These findings will guide strategic decisions to optimize call-based customer interactions, ultimately driving higher conversion rates and business growth.
