wccftech - Leading tech news platform aims to improve the user experience
As a tech news platform, it is crucial for wccftech to perform really well from discoverability, virality, and loyalty perspective. The aim was to help them audit their product to achieve these simple, yet complex goals.
Client — wccftech
Location—Vancouver, Canada
Sector—News & Publication
What we did—User Experience Audit, Competitive Analysis, User Behavioural Research, User Interviews, Journey Mapping, Sketching
Year— 2021
Brief
wccftech recently redesigned its website which was not performing well after the launch of new website which was impacting its business. They needed design consultancy on how to improve the user experience in parallel with their performance metrics like traffic, visits durations, user interactions, and reduce exit rates.
Our Role
We were responsible for the ‘User experience audit’ which included understanding and unpacking the behavior of the target audience, how they interact with the current experience, and how they consume information. The purpose of this research is to gain deeper insights that will inspire and inform wccftech’s product strategy in engaging the target audience across four phases of research.
The first phase intends to unpack the personality and behaviours of our users and identify their everyday needs and pain points that affects most of this audience. Using this thorough understanding of ‘who’ the audience is, the second phase will explore how the market is catering to them and understand the gaps there. The third phase will be the product study along with the user behavioural analysis across all platforms. Following with the fourth phase of typographic analysis and dissection.
Phases
Qualitative & Quantitative Research
Understand who the audience is, how they are interacting with the product and other tools.
Competitive Research
Develop a deep understanding of how the market is catering to this audience and what are the gaps.
Knowledge Center for Team
There should be a common knowledge center for teams to be align towards the goals of wccf.
Goals
Testing the current experience
I led the user testing sessions to understand what is and isn’t working for them.
Gaps
After these phases, we did a deep dive of the product itself to understand what are the gaps there.
Improvements
The final phase is to propose quick improvements that can help in achieving quick wins.