<aside> <img src="/icons/sync_yellow.svg" alt="/icons/sync_yellow.svg" width="40px" /> This project was short but insightful. We were challenged to deliver research for a skeptical client and rebuild their trust in research.

Over time, we built trust and delivered actionable insights, recommending one design for development.

They implemented several elements of the proposed design.

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Quick find:

Client: 20 Minuten // Team: UXR Lead, junior UXR, client PO, client UXD // Project Duration: 6 weeks concept validation // Goal: improve experience and usage 20Min NOW Player

PROJECT SETUP

VALIDATION ONLY

The client approached us with hesitation, having had negative experiences and associations with 'the black box of research.'

They had already created a 20Min NOW Player - a way to watch short news videos in the 20Min app. However, the usage was not as hoped for, and they asked for help to validate new concepts.

CREATE TRANSPARENCY

To validate the concept, but also generate user insights and prevent a 'black box' feeling, we set up a time-boxed and iterative approach.

<aside> <img src="/icons/bullseye_yellow.svg" alt="/icons/bullseye_yellow.svg" width="40px" /> GOAL

Validate the new 20Min NOW Player designs, while exploring the target-group context and needs.

Explore the meaning of a news player, and what kind of content is preferred.

The internal goal was also to create trust in involving research in projects, and overcoming the feeling of it being a ‘black box’.

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MY ROLE

PROJECT PROCESS

ACTIONABLE, TRANSPARENT, ITERATIVE

“The goals of the Rapid Iterative Test and Evaluation (RITE) method are to identify and fix as many issues as possible and to verify the effectiveness of these fixes in the shortest possible time.”

Michael C. Medlock, Dennis Wixon, Mick McGee, Dan Welsh

We followed the RITE process, to ensure quick results, transparent communication, and an opportunity to learn more about the user context and needs while validating concepts.

source: https://uxmag.com/articles/the-rite-way-to-prototype

METHODS

HIGHLY ITERATIVE

• 3 rounds of usability tests
  • 5-6 tests per round
  • design and setup iterations after every 2-3 tests
  • insight mapping with Miro on the screens

OUTPUT

CONCEPTS & INSIGHTS

• collection of insights related to features and functions
• one final proposed concept co-created with the UX designer of the client

REFLECTION

ITERATIVE PROCESS TO PREVENT A BLACK BOX

The RITE approach supported a quick and engaging process, leading to high interaction with the designer and project lead of the client.

The designer and project lead of the client both felt in control, and learnt a lot during the project about the target group. They could implement learnings for other projects simultaneously. The feedback was very positive.

SKIP DISCOVERY, BUT IMPLEMENT IT

The client was not open for discovery work. They believed to know enough about the customer and therefore validation was enough.

To still learn about the user and give the client an opportunity to learn, we did two things:

• included several more context related questions in the user tests
• ensure that all user tests are followed by at least one employee from the client

The further in the process, the more the client became to value these contextual insights.

IMPRESSION OF THE PROJECT

An overview of all concepts created and tested during the six week project.