1. Research Plan
Bryan Cave wanted its website customer experience to be as helpful and seamless as its offline experiences. We hypothesized that the site’s search functionality may be causing usability issues—a roadblock in the customer experience. We devised a research plan to ensure we gained the insight we needed to test this assumption as well as explore other potential usability roadblocks. This included investigating usability on mobile devices, where users were increasingly searching.
2. User Interviews and Usability Testing
We interviewed existing users, conducted usability tests with potential users, and measured ease-of-use and overall impressions (using the System Usability Scale score) to benchmark the digital customer experience and determine participants’ subjective views of the website.
3. Usability Findings
We uncovered usability issues with the search functionality and provided prioritized recommendations on how to fix them. By measuring ease-of-use and satisfaction, we gave the firm a sense of how people felt using the website and provided metrics that can be used for comparison in future tests. Bryan Cave used our recommendations to prioritize changes and implement ongoing measurements and optimizations.