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TURF Output II

Project Overview

This feature enabled researchers to optimize data for Total Unduplicated Reach and Frequency (TURF). 

Role

UX Research

  • Competitive Research

  • Test Script & Recruitment

  • Usability Testing 

  • Analysis

 

UX Design

  • Wireframes (low-fidelity and hi-fidelity)

  • Prototypes

Screenshot 2024-10-28 at 3.54.00 PM.png

Existing Feature

Second Release

After the TURF MVP was released, clients requested increased functionality for the Simulator. Client's wanted to filter results by more audiences, specifically Segments and Questions.

Segments

Created filter for clients with a dropdown that displays segments included in this survey or targeted surveys.​

Questions

I added a search field for this survey's questions or targeted survey's for clients to filter TURF results.

Exploration

I proposed two versions. One inspired from conversations with the project manager and stakeholders, a second version, refined through discussions with the experience team. 

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The first version had minimal updates.

 

The second design maxed out the navigation real estate by adding a third tab.

Two Options

I wire-framed, prototyped and usability tested these two options with eight participants before presenting results to stakeholders and engineering for approval.

 

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The first version had minimal updates.

 

The second design maxed out the navigation real estate by adding a third tab.

Screenshot 2024-10-28 at 4.09.12 PM.png

Version 1

  • I added dropdowns to the Filters section inside the Simulator.​

  • Segments and Questions are organized below Demographics in this version since they are a continuation of audience filters. By using dropdowns, vertical space was preserved and allowed clients to view more filtering options at a glance. However, demographic filters are not unique to TURF methodology, but Reordering and Excluding results are. 

  • This version maintains the two tabs for panel navigation.​

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Screenshot 2024-10-28 at 4.09.19 PM.png

Version 2

  • I added a new navigation tab that separated the TURF methodology specific Simulator from Filter options.​​

  • Filters became a new navigation tab with Demographic, Segment, and Question filters. Each function has it's own accordion for a focused experience. 

  • Options are displayed on the panel itself as checkboxes emulating the interactions seen on retail sites and showing options at a glance rather than in a dropdown. This increased the vertical scroll. 

  • If implemented for TURF, this settings tab could be scaled out to other question types result settings.

Usability Testing

I conducted testing asynchronously with 8 researchers on usertesting.com with various degrees of market research knowledge. 

Task 1: Locate and apply a Segments filter

When participants were asked to filter the TURF results by a respondent group, for the first version,  2/4 successfully located and applied the correct filter for version 1 with an average time on task of 1:27.

 

Half of the participants reported that the task felt "very difficult" since it took time to locate filter options. They reported that the feature was "hard to understand".

 

For version two, all participants successfully completed the task with an average time on task of 0:53.

 

Participants reported feeling "very confident" they completed the task of locating and applying the filter.  

Version 2

Task 2: Locate and apply a Question filter

When participants for version one where asked to show results for respondents who selected "coke" in the previous question, 3/4 correctly located the section, however all 4 failed to apply the filter to the chart. Panel buttons were located at the bottom of the accordion. Average time on task 1:20.

 

For version two, all participants successfully completed this task with an average time on task of 0:38. 

 

 

Version 2

Test Summary

Version 1: Demographics in Simulator Panel

  • ​50% successfully located and filtered Segments under the simulator.

  • All participants located the Questions filter.

  • Participants felt that the filter options were hidden. This increased time on task by about 30% compared to version 2. 

  • Placing question responses inside the dropdown increased user error by about 60% compared to version 2. 

  • Only half of participants felt confident they completed the tasks regardless of if whether they actually did   

 

 

Version 2: ​New tab

  • Creating a new tab for Demographic, Segment, and Question filters made the features easier to locate for particpants.

  • Participants experienced less friction when filters were in a separate tab from  the Simulator. ​

  • The filter tab met the mental model for participants as a place to sort demographics versus manipulating TURF results or the chart orientation.   ​

  • All participants were confident in the ease of use and findability of Segments and Questions within a filter. ​

Solution

I presented results to stakeholders, got buy-in and approval for Version 2. This option would help shorten the time researchers needed to conduct their analysis. 

 

Engineering approved feasibility.

 

However, the PM came back and informed me that we would be moving forward with the first version in the end because it required the least amount of effort to implement. The company would be light on developers when this update would be implemented. Therefore, the best path forward from a business perspective was to go with the option that was easiest and quickest to execute.

 

After some negotiation, it was agreed that this update would be conducted at a later date.

Final Design

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