Cyrex
Role: UX Researcher + Strategist
Project Type: Research Challenge + Evaluative Research
Disclosure: This case study was a nonpaid research challenge. Pseudonyms are used to protect the organization’s privacy. I was given 1-week to accomplish the following:
Analyze the data
Provide overall conclusions
Present key findings and recommendations to maximize client’s business needs
Executive Summary
-
Context
You are an employee at Atlantis Research Institute. You have just completed a study for Cyrex, a client who runs an industry website for professionals. Cyrex is looking to increase traffic to their website in an increasingly competitive environment. Their direct competitors include sites such as Xxtera and Keltics.
-
Business Needs
Cyrex’s Business Objectives:
Increase usage amongst High Users
Generate re-engagement amongst Lapsed Users
Engage Non Users
-
Research-based Recommendations
I have four recommendations:
Raise Awareness
Redesign the User Experience and User Interface
Simplify the Sign-on Process
Expand Services
Cyrex Satisfaction Rating
>> Using the Likert Scale:
~22% rated Cyrex between “Not at all satisfied” and “Somewhat satisfied”
Non Users and Lapsed Users have a mean score of ~5 indicating a “Neutral” rating
High Users have a mean score of ~7 indicating a “Somewhat satisfied” rating
“I found Cyrex’s website light-hearted.”
“I really like getting updates and email reminders.”
“I like the quick navigation and search features.”
Personas
-
Rebecca
Rebecca is considered a Non User. She has never used Cyrex’s website.
Pain Point: Unaware of Cyrex’s website.
-
Samara
Samara is considered a High User of Cyrex’s website. She visited the site within the past month.
Pain Point: Cyrex’s website does not offer access to industry journals.
-
Eric
Eric is considered a Lapsed User of Cyrex’s website. He visited the site in the last 4 months but haven’t used it since then.
Pain Points:
(1) Unable to access Cyrex due to losing password.
(2) Cyrex does not offer e-Learning Platform.
Business Recommendations
#1
Raise Awareness
#2
Redesign UX + UI
#4
Expand Services
#3
Simplify Sign-on Process
#1 Raise Awareness
>> Business Objective: Engage Non Users
>> Cyrex Recommended Action: Marketing and Advertisements
>> User Interviews:
“I am not aware of Cyrex.”
“I wasn’t aware of the site.”
Raising awareness through marketing and advertisements will target Cyrex’s business need to engage Non Users.
The data indicated that a number of the Non Users, although not aware of Cyrex, rated them as “Somewhat Satisfied” to “Completely Satisfied”.
Through marketing, we could work on capturing the Non User Group, which could yield a high return-on-investment because they could potentially increase our Net Promoter Score (NPS).
#2 Redesign the UX + UI
>> Business Objective: Engage Non Users and Re-engage Lapsed Users
>> Cyrex Recommended Action: Redesign the task/user flows and interface:
Layout
Information Architecture
Task/User Flows
Call to Action
Breadcrumbs
>> User Interviews:
“I am not used to computers.”
“I need a good layout.”
Cyrex is “Cluttered.”
Redesigning the UXUI will target Cyrex’s business need to engage Non Users and to re-engage Lapsed Users.
The data indicated that 3 Non Users rated Cyrex between “Not at all Satisfied” and “Somewhat Satisfied” due to the UXUI. Also, a number of Lapsed Users rated Cyrex between “Somewhat not satisfied” to “Somewhat satisfied” due to the “cluttered” user interface.
So, if we invest in redesigning the UXUI, we could capture Non Users’ engagement and re-capture Lapsed Users’ engagement.
This could potentially be a low cost fix using internal UXUI Designers or Contractors.
#3 Simplify the Sign-on Process
>> Business Objective: Re-engage Lapsed Users
>> Cyrex Recommended Action: Explore sign-on alternatives
>> User Interviews:
“I am unable to log-on.”
“I lost my log-in so I don’t use it often.”
Simplifying the sign-on process will target Cyrex’s business need to engage Non Users and re-engage Lapsed Users.
The data indicated that a number of Non Users and Lapsed Users had trouble logging into Cyrex’s website because they forgot their password.
For this, we could consider single sign-on barring that there is no private client information on Cyrex’s website.
This could potentially be a low cost fix using internal software engineers or contractors.
#4 Expand Services
>> Business Objective: Increase High Users’ usage and Re-engage Lapsed Users
>> Cyrex Recommended Action: Possibly create e-Learning and Industry Journal Repository
>> User Interviews:
“It doesn’t have online learning modules.”
“It doesn’t have industry papers.”
*Please note: I suggest this fourth recommendation with a few questions to consider:
What is Cyrex’s business model?
Will adding these services dilute Cyrex’s brand?
What is the cost to build our own e-learning platform and industry journal repository compared to using a third party service (e.g., Coursera, etc.)? If we outsource, what are the risks?
The data indicated that a number of Lapsed Users are interested in upskilling by enrolling in on-line courses.
The data also indicated that number of High Users are interested in having access to industry journals.
Expanding services will target Cyrex’s business need to increase High Users’ engagement and re-engage Lapsed Users.
