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Nasdaq Profiles Sketch

NASDAQ IR Insights Product

 

VALIDATING WITH USER TESTING AND RESEARCH

The Product and Design teams had collaborated to develop a strong analytics section on a contact's profile page. We based the data hierarchy on location, market position and industry. We worked hard to make sure we were giving the user an interesting story around each data point, including historical and competitor data.

However, when we started showing it to real clients, over and over again all we heard was that they didn't care about those three data points. "I guess that is interesting information," they would say "but, I usually already know all that before I get here. What I really need is..."

We were flabbergasted! We had naturally assumed that users used those profiles to analyze and identify potential investors. However was they were telling us was a very different and much more valuable story.

The user testing, that we thought would be a quick validation of our great new layout, instead turned into a full research campaign, focused on the real (not assumed) potential investor targeting process.

We didn't hesitate to scrap all our work, reorganize the layout and use all the great information we learned about targeting to enrich the Targeting Analytics throughout the product.

I learned a valuable lesson from that experience: challenge your assumptions, always validate and listen to the whole story users are telling you - they might tell you something more important then you expected.

Project Overview:

CONTRIBUTIONS:
Layout Design, User Testing and Research Campaign, HTML Prototype build (HTML, CSS, JQuery, etc)
Designed and Developed with NASDAQ's award winning product team, NYC Prodaq logo Nasdaq, Inc logo
PROJECT TYPE:
Product Design and Prototype
Nasdaq Profiles Sketch

 

Nasdaq Profiles Sketch