User Research: Summary
User Research: Summary
Understanding
the User
User Research
Personas
Problem Statements
User Journey Maps
Understanding
the User
User Research
Personas
Problem Statements
User Journey Maps
Parents and caregivers to children have a lot on their plates everyday. Many of them work jobs at a company full time in addition to their full time job taking care of their tiny humans. Because of their busy lives, parents need to be able to acquire information and execute communications in a fast, efficient manner.
The user research for this project revealed several pain points among parents whose children currently attended the school, as well as parents who were shopping around in an attempt to decide upon a preschool for their children.
As the school had no website, and only a Facebook page, both groups of users expressed frustration at how difficult it was to try to find out information about the school. Having to scroll through a Facebook feed going back years in order to gain information was cumbersome. The lack of categories on Facebook also made it difficult to group information in a way that would allow users to easily find it.
As there was no centralized website to focus the SEO for the school, several eronious contact numbers would show up through Google searches, making it difficult for users to actual find accurate contact information for the school.
Additionally, parents with children currently at the school expressed frustration at how difficult it was to find out important information. The school's main portal for communicating with current parents is the Brightwheel app. The way the school has chosen to administered the app., all information relayed by the school is placed in the same feed thread, meaning that a busy parent must scroll through the feed (perhaps through weeks worth of posts) to find out information about a certain fundraiser for the school, or details for the next field trip...etc.
Another frustration expressed was the system for the dissemination of information and forms pertaining to the school. Through Brightwheel and the school's Facebook page, forms and documents for the school online were not downloadable. In fact, all forms and newsletters were printed out by the school, then photographed, and then that photograph was posted in the single feed thread on Brightwheel. Parents who are shopping around for a school and wished to fill out the waitlist form, were also met with these pictures of printouts for the waitlist form instead of having a downloadable form, or a fillable form that could be submitted online.
The conclusion was: users were frustrated by the lack of an easy-to-navigate, centralized system for information for all facets of the school.
User Research: Affinity Diagram
User Research: Affinity Diagram
User Research: Pain Points
User Research: Pain Points
1
1
Wrong Information
Both parents of current students, and parents of potential students found it difficult to locate correct contact information for the school. Online searches would generate results with incorrect contact information.
2
2
Form Frustration
All forms for the school were only available to be acquired in person as a hard copy, or could be downloaded from the FB page as a photograph of a printout. Forms could not be filled out electronically, and could only be returned to the school in person.
3
3
Information Convenience
With a long feed as the only way of relaying information, parents had to scroll through weeks of posts in order find out a piece of information on a specific item.
4
4
Information Dissemination
With information hidden in the long feed, many parents were frustrated at not knowing when new information was released.
User Research: Personas
User Research: Personas
Persona: Nisa
"Trying to find a viable preschool for my kids is stressful enough without hitting dead ends with contact information"
Nisa is a busy mother of twin girls. Nisa works from home as a digital interior designer so she can care for her two girls. Although she has been home-schooling the twins, she is seeking a preschool to help prepare the girls for kindergarten. Nisa is in the process of researching many different preschools in an attempt to find the best match for her girls.
Nisa
Age:
Education:
Hometown:
Family:
Occupation:
32
Master's Degree
Kapahi
Twin girls
Digital Interior Designer:
Goals:
Find a quality preschool for the kids
Get enrollment info. from preschools
Frustrations:
No online presence (website) for the school
Ambiguous, non-existent, and/or incorrect contact info. for the school
Problem Statement:
Nisa is a busy mother of twins, who needs to be able to easily find out contact information for preschools because she is vetting many schools in order to find the best match for her girls.
User Research: User Journey Maps
User Research: User Journey Maps
User Journey Maps
Persona: Nisa
"Trying to find a viable preschool for my kids is stressful enough without hitting dead ends with contact information"
Persona: Cal
"Paperwork is a huge part of most businesses, and it should be handled in an organized and professional manner."
Persona: Luis
"I have enough to do in my life; I don't need to spend 20 minutes searching for a piece of information I should be able to find in 1 minute."
Persona: Sandra
"Sometimes I feel like I am the only one not getting the memo; I don't want my kiddos to miss out because I'm not getting the information"