w3 Unification Research - Friction Analysis
Overview
The w3 Unification Research team is responsible for providing UX research capabilities for several cross functional teams that work on major features of the w3 Homepage experience. The goal of this work is to provide an analysis of friction across key IT Support related tasks to better direct design resources.
I worked with 2 senior researchers and received support from support from our senior design strategist to identify and analyze user tasks.
Process
We used the friction analysis method to identify user tasks and the key steps to complete them. Each step is then given a friction score of 1-3, and a total is calculated. This is then compared to a hypothetical ideal to-be scenario.
Background
Users can access information about tools or apps, internal documents, company news, and IT support through the w3 intranet. The IT Support experience showed consistently lower NPS scores calculated through an interrupt survey.
The w3 Research team sought to conduct strategic research to identify which parts of the IT Support experience were contributing most to low NPS scores.
Methods
Friction Analysis – PURE Method
Friction Analysis is the process of identifying which parts of of a user task require the most effort. This is done through the PURE Method (Practical Usability Rating by Experts)
Process:
Identify key tasks users need to complete
Determine most common pathways and steps to complete tasks
Rate each step with a 1-3 Friction Score
Calculate sum of scores for tasks and analyze areas of high friction
Example: IT Support on w3
Identify Key Tasks
We examined click metrics and search data to determine which tasks users were engaging with the most on w3 Homepage, and which areas had the lowest NPS scores. We determined the most popular tasks with the lowest scores were all IT Support related. Many tasks also have variations based around what type of information the user is looking for and if they can find it easily.
Key IT Support Tasks
Find Software Support
Supported and unsupported software
Findable solution and missing solution
Find Hardware Support
Mac and PC
Contact the Help Desk
Contact HR Support
Update password/authentication information
Determine most common pathways and steps to complete tasks
I started with Find Software Support for Supported Software, Findable Solution and selected common pathways to do this tracking each step (with description, link, screenshot, and any notable UX issues) in a spreadsheet
Score Each Step
As a team, we independently rated every step’s friction using the PURE method (1-3 scale). When there was inconsistency, we discussed and came to a consensus for a single team score.
After this, a total score was calculated for each scenario
Analysis
A total score is calculated, and UX issues are collected and summarized. I produced a visual summary of each step and it’s friction to determine where further research and design efforts should be focused
A visual workflow of each step in the process and its friction broken out by what product the user is interacting with.
As-Is User Flow
I organized our work into an As-Is user flow with key areas of friction marked.
This worked showed areas of high friction occurring as the user sifted through search results, and as they found and selected a support method
To-Be States
From here, we can begin building hypothetical To-Be states where high friction steps are addressed. These can be handed off to the rest of the design team and development team to serve as guides to focus design and research work.
For Software support, we drew concept work an IT Support search intercept to better direct users to appropriate help pages, and a more prominent explanation of available and unavailable support options on help articles.
