Case study: Financial services
Enhanced UX research unlocks digital CX value
Table of contents
A large financial firm wanted to test its assumptions about what clients value in a digital experience and explore new self-service and support options to stay competitive. They believed regular users of its digital platforms desired a smooth user experience (UX) and targeted information, yet lacked the concrete UX research to build their business case. Eagle Hill’s technology enablement experts helped the organization uncover the information they needed through a comprehensive user experience survey.
Goal
Improve the digital customer experience by gaining a clearer understanding of areas where the organization suspected their clients weren’t fully satisfied.
Unconventional consulting—and breakthrough UX results
Weeks to deliver actionable insights – a record pace
Organizational groups interviewed for insight on their unique preferences and experiences
Interviews conducted with 21 individuals across a 9-day period to confirm a hypothesis and find targeted areas to improve
Our starting point
After original UX research efforts were inconclusive at gathering and analyzing the data, the client realized it needed a more cohesive approach. To get the client back on track, our team focused on identifying the appropriate end-users to survey and pinpointing the precise questions that would deliver the insights they needed. The result was a validated hypothesis and a stronger business case for improvement. Our team got started by:
Translating the organization’s “feelings” about certain customer experience issues into valuable data.
Developing quantitative research and qualitative user experience feedback questions for a diverse set of partner groups, to understand the range of customers’ experience with the organization’s existing website and online tools.
Creating a methodology that resulted in honest end-user feedback, without influencing participants toward “desired” answers.
The roadmap to success: Gaining valuable insights through a user experience survey
An iterative process of question development allowed us to uncover that certain identified interviewees were not actually part of the user group being examined. By collaborating closely with the client during this phase, we were able to refine the target audience and resulting data segments.
Drawing upon our expertise, we crafted a UX survey focused on gathering honest end user feedback. This approach kept the end user at the center and lent itself to better understand their pain points and needs.
Data analysis across user groups allowed our team to identify common digital customer experience themes. These themes highlighted existing gaps and provided a foundation for our recommendations on how the client could integrate the research results into the next stages of their project.
Eagle Hill’s user experience survey and analysis tested the organization’s digital customer experience hypotheses, provided insights for targeted improvements, and connected the findings with the right tools and solutions to enhance CX.
