Monthly eCommerce Rolling Research Program Creation and Execution

2020

Customer: Nike

Methods used: 1:1 interviews, usability testing, preference testing, concept testing, and card sorting

Tools used: UserTesting, Optimal Workshop, Figma, Excel, Keynote, Slack

Stakeholders: Nike digital designers and product managers  

Timeframe: 8 months

Challenge

Nike’s Global Digital Product and Design teams craved customer feedback on digital shopping experiences that were in development. Unfortunately, their requests were often declined because of limited resources and a large research backlog that prioritized larger, strategic research projects.

Solution

Establish a monthly research program to help answer tactical questions on a shorter time frame, thus helping the Digital Product and Design teams make research-driven decisions for website and app shopping experiences.

Influence

This program increased access to research and allowed for rapid design iteration, making it a highly desired and more meaningful part of the design process. Within a few months, discussions began to strategize ways to expand this research type into other business areas.

My Role

I built the new monthly rolling research program and complete end-to-end research for 3-4 topics each month. For each topic I:

  • Met with the associated product manager or designer to discuss their specific research objectives and review/provide feedback on stimuli

  • Developed a test plan

  • Conducted moderated sessions

  • Analyzed and reported findings

  • Provided strategic actionable insights and recommendations that improved the website and app user experience

Approach

Established repeatable and predictable processes: I developed consistent research timelines, procedures, and templates to help us remain on schedule. It also established trust within the Digital Product and Design teams and allowed them to confidently build research into their project timelines.

Ensured alignment on topics: Each month, I made a call for suggested research topics then reviewed and prioritized those topics with Product Managers and Design Leads. This created visibility into the types and number of requests, and gave stakeholders an opportunity to lobby for their topic to be selected.

Shared research best practices: Many stakeholders were unfamiliar with user testing practices. When scoping, test planning, and discussing prototypes, I took the time to explain my approach and why I was requesting certain information or prototype updates.

Created excitement and buy-in: To generate interest and buzz in the new program, I attended several Design and Product team meetings to explain what we were doing and the benefits of their participation. I also encouraged them to observe the sessions to gain a deeper understanding of and empathy for the users’ feedback.

Partnered with an external recruiting firm: I was responsible for managing the relationship with a recruiting firm to ensure we recruited participants with a mix of gender, ethnicity, and age, and were regular athletic shoe shoppers.

Constructed reports for multiple levels: I structured the findings reports and presentations to appeal to stakeholders ranging from individual contributors to senior leadership. This included scannable top line findings as well as specific details to create actionable recommendations.

Method

  • 10, 60-minute moderated 1:1 interviews each month

  • Methods most frequently used: concept, usability, and preference testing

  • 3-4 topics discussed in each session, including:

    • Shop the Look landing pages & modals

    • Global Navigation refresh

    • Search tool tips

    • Dual gender size & fit information on PDP

    • Product wall filtering & toggling

    • BOPIS in checkout

    • Paperless returns flow

    • Editorial content naming and app experience

    • App notification preferences

Reflection

Building and executing this program gave me confidence in conducting UX research in a fast-paced environment. I quickly learned:

  • User research principles for usability research and other research methods

  • A deeper understanding of digital product management, engineering, and design processes, nomenclature, and requirements

  • Best practices for usability testing with a prototype

  • The impact of storytelling on stakeholder buy-in

  • How research recruiting firms and consulting agencies operate

Project Management Template Examples

Monthly task checklist

Research topic nomination form

Meeting invite and Slack communication templates

Report Examples

High-level findings report

Presentation slide example

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