I led the efforts to conduct a formal user research study for QuintilesIMS’s marketing automation product, Nexxus Marketing. Nexxus Marketing is primarily used for pharmaceutical marketing campaigns. It allows marketers to create campaigns using different tactics (e.g. email) and reach out to large groups of patients and health care professionals using segmentation logic. Our product team wanted to know what were the biggest issues our customers were facing when using Nexxus Marketing and how could we improve their experience.
My responsibilities included: forming a user research study plan, screening candidates for the interviews, leading interviews with customers, analyzing the data, and reporting the results to our larger product team.
Our team had previously collected telemetry data to look at what features customers used within Nexxus Marketing. The data showed that exporting data, the segmentation tool and creating emails were the most commonly used features. Our senior UX designer also did 5 interviews with internal stakeholders to learn more about our product and identify potential user stories.
Our formal study plan represented our collected decisions for the best approach to this study. We identified the following questions to answer:
The plan outlined the following:
Our engineering support team was able to pull a search query of customers who had been actively using Nexxus Marketing over the last six months. This pool consisted of over 250 participants who worked in marketing agencies and big pharmaceutical companies. I sent an email out to this pool of customers asking if they were interested in participating in a user research interview.
Twenty-six people responded to the email expressing interest. I sent out a second screener asking for their availability and location which narrowed our participant list to 10 people. We interviewed 7 people onsite at their office while the remaining 3 were interviewed virtually using video conference software. Users were compensated with a gift card for their participation.
Our user interviews took place over 2 weeks. I conducted 1 pilot study prior to meeting with the 10 customers. The purpose of the pilot study was to test the interview script and to make sure our technical equipment was working as expected.
I led 8 of the interviews while my UX manager, Cassie, took notes. Molly led one virtual interview.
I had collected over 90 hours of video footage interviewing customers and looking at how they used Nexxus Marketing. It took me about three weeks to review the footage, collect quotes and video clips, and identify common themes throughout the study. The following were the most common themes:
Some sample problems we witnessed were a lack of order, an inability to archive or find content, poor system response time, and difficulty monitoring new marketing contacts in the user’s database. These were quotes we captured that captured this theme:
We recommended that Nexxus Marketing needed to present it's listview screens with more clearer actionable options, provide the ability to sort, find, and archive items, and improve system response time.
Customers struggled using the email editor and testing different tactics within Nexxus Marketing before deployment. The status for different marketing tactics were also not clear and difficult to track. These were quotes we captured that captured this theme:
We recommended that Nexxus Marketing needed to improve it’s email editor, provide better opportunities to test tactics before deployment, and improved monitoring and system alerts to notify users of potential problems.
There is a lack of rollup reports within Nexxus Marketing. Users are able to input data into Nexxus Marketing and launch marketing strategies, but find the reports tool extremely lacking. These were quotes we captured that captured this theme:
We recommended that Nexxus Marketing had to improve their reports by integrating them throughout the system rather then keeping them isolated in their own section of Nexxus Marketing.
We looked at our current user stories and updated them based on the qualitative research we collected. I updated our existing personas that were previously created using only telemetry data. Our team started exploring ideas of what Nexxus Marketing could look like through wireframes and clickable prototypes.
See more of Denise's work at deniseborges.com.