Client: Cele

Project Type: Usability Testing | Market Research | UX Research | User Persona Development | Customer Journey Mapping

Timeline: August 2023 - December 2023

Team Size: 5

My Role: UX Researcher, Usability Tester

Key Objective

🔍 Cele was in the beta testing phase and actively seeking a robust go-to-market strategy. To refine their approach, they identified two key segments within their target audience:

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For the scope of the semester, we were tasked with the following:

🗒 Diving deeper into the psychometrics of these segments to precisely define the target audience.

🗒 Conduct usability testing on the Cele website, ensuring an optimal user experience as they prepared to launch.

This multifaceted project allowed us to contribute strategically to Cele's market entry and user engagement initiatives.

Enhancing Usability & Elevating User Experience

Objective:

Our primary goal was to identify the most abandoned segment within the user flow, discover the reasons behind user disengagement, to ultimately optimize usability and enhance the overall user experience.

Hypothesis:

From our user research, we postulated that customers equipped with a foundational idea might perceive the current Cele question process as excessively lengthy, disjointed, and superfluous. Understanding this potential pain point is crucial for refining the user journey.

Approach: Usability Testing

To gain actionable insights, we conducted usability testing focused on pinpointing the specific stage where users were most likely to abandon the process. This empirical approach involved real users navigating the Cele platform, allowing us to observe their interactions and gather valuable qualitative data.