PRESS RELEASE FOCUS GROUP
KEY DETAILS
My Role: Co-UX Researcher
Timeline: September 20-22, 2021
Tools: Zoom, Mentimeter, Tetra
PROJECT CONTEXT
Our company's lead UX researcher and I conducted a focus group to get user reactions to a press release developed during a company workshop. The team wanted to know how enthusiastic users were about the idea they had developed.
GOALS
The team wanted to know...
What questions users had about their idea.
If the idea would address user concerns.
If users liked the idea and why (or why not).
How likely users would be to use the product or feature if it were to be developed.
RECRUITING
Lexis' UXR panel was used to contract 5 participants for this workshop. All of the participants were compliance professionals.
METHOD & PROCESS
The lead researcher and I held two, 1-hour focus groups. Participant first introduced themselves during and ice breaker, then were walked through the press release which was supplemented with low-fidelity mock-ups of the product idea. After reviewing the press release and mock-ups, participants accessed Menti.com through their device of choice to answer a series of questions about the product/feature idea. After each question we help a discussion period to gather further information about their answers.
ANALYSIS & SYNTHESIS
Zoom videos were uploaded to Lexis' transcription feature of choice, Tetra. Through Tetra I synthesized user commentary into key findings by isolating patterns in user commentary. I used videos, charts, and direct quotes in the presentation to back up each point.
FINDINGS
Findings centered around specific ways in which this product/feature idea could be improved. Participants wanted the product to be more customizable and to better display information that was most important to them. Participants felt that the content could be better organized and easier to search. Overall, participants were likely to use the product if it was released and designed to meet their specifications.
IMPACT & REFLECTION
Impact: The focus group gave the team the information they needed to determine if this product idea was worth the investment. The team was pleased to learn that users had interest in the product and gained concrete directions for how to improve both the product and the future press release.