Focus Group on a Mobile Experience

A bank wanted to learn about their customers preferred mobile platform and how to improve the experience offered by their app and mobile website. To understand users’ predilections, needs and desires, 2 focus group sessions were conducted. Then through a collaborative activity, participants ranked, associated emotions and commented on screens of both the app and mobile website.

I worked as a UX researcher in a team of 2. I helped in designing and planning the study, moderating the focus group sessions and writing a full report.

Outcomes

The client was able to identify where to focus their efforts in both platforms. Findings showed in which context participants preferred one platform over the other and needs and painpoints that the client appreciated.

The bank became a recurrent client and new usability studies were conducted for other products based on these results.

Users

25 year-old and above customers who used the bank’s mobile app and mobile website on a regular basis.

Methodology

• 2 focus groups were conducted, in which an initial conversation and discussion on participant’s use of the platforms was held.

• Then as a collaborative activity and using screens of the main flows of the mobile app and mobile website as a canvas, participants wrote comments on post-its, rated their experience from 1 to 5 and assigned emotions to the screens they liked and disliked.

• Finally, a discussion on the collaborative activity was conducted in order to understand the reasoning behind comments, ratings and emotions on the screens.

Deliverables

• A full report on the focus groups was delivered and presented to the client.

• It included verbatim from the sessions and actionable recommendations.

• The report was presented to the client by my team member and me.

The presented information was modified from the original for privacy purposes.