Operating within the context of a highly competitive market, a large financial institution wanted to validate or refute the wisdom of its hypotheses for what clients were looking for in digital experience and developing new self-service options, with enhanced choices for customer support, as a means of strengthening its market position.
The organization believed regular users of its digital platforms desired a smooth digital experience and targeted information, yet lacked the concrete UX research to build its business case. Eagle Hill helped the organization find and uncover the information they needed.
Goal: To improve the customer digital experience by gaining a clearer understanding of areas where the organization suspected that their clients weren’t fully satisfied.
Unconventional consulting—and breakthrough UX results
Weeks, from out of the starting gate to Eagle Hill’s delivered results to the client at a record pace
Organizational groups represented through interviews, to gain insight on each group’s unique preferences and current 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. Part of the UX research approach would include finding the right end-users to interview for pain points and asking the right questions. They turned to Eagle Hill, a long-time partner, to collaborate with them to create and run the UX research process for collecting and analyzing the needed information. Eagle Hill joined the team to:
Translate the organization’s “feelings” about certain customer experience issues into usable data.
Develop a standard set of quantitative and qualitative questions for a diverse set of partner user groups, to understand the complete range of the organization’s customers’ experience with its existing website and suite of online tools.
Ask questions in ways that allowed and encouraged interviewees to provide honest feedback, without influencing anyone toward “desired” answers.
Unconventional consulting and the roadmap to success
- 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 organization during this phase, we were able to refine the target interviewees and very finely slice and dice the resulting data segments.
- Drawing upon our extensive project experience related to user experience, as well as the design thinking expertise of our employees, we developed a UX research process and a set of questions that kept the end user at the center and lent itself to better understand the pain points and needs.
- Data analysis across very different user groups allowed our team to pull-out the universal themes reported about the digital user experience. These themes highlighted the implications of existing gaps and underpinned our recommendations for how the client could integrate the research results into its next stages.
- Eagle Hill’s UX research and analysis tested the organization’s hypotheses around the digital experience, provided insight where specific improvements were most needed, and synthesized the data to pair it with the specific tools and solutions needed to improve the user experience.