02. How was the process?
Global Business, Global Users
The first important challenge was to reconcile the research activities in rather distinct cities, by considering the cultural and logistical differences implied in studying users in Sydney, Sao Paulo and Buenos Aires and to coordinate this work with a client based in Paris.
We carried out user-tests and focus groups in three relevant cities, obtaining a detailed image of how users in each utilized the different channels. Per information provided by the company, we focused on two groups: clients and potential clients. To recruit the users, we posted on social media travel groups and conducted public guerrilla ads. Within one to two weeks for each country, we were able put conduct our research activities.
Regard to the on-site activities, we added an on-site survey, which allowed us to collect quantitative data related to user feedback about the type of information they searched on the site and whether the site met their goals, among other conclusions.
We complemented the above insights with information the company’s digital channels provided to us, including analytics reports and site behavior, in order to carry out an audit of their website and mobile app.