LinkedIn Stories: Foundational research and concept testing

 
Screen Shot 2021-08-12 at 09.48.24.png
 
 

Moderated, in person tests 

Waze Local Websites comparison 

  • Conducted a comparative usability test involving two different Waze Local website versions

    • New version vs old version

    • Counterbalanced

    • Within subjects)

    • Ran the test in Google’s Userplex test lab in NYC

Moderated, remote tests

Redesigned Waze Local Website 

  • Conducted a usability test on the redesigned Waze Local Website

  • Testing tool: Usertesting

  • Analysis and synthesis tools used: Realtime Board, Dedoose, Google Sheets

Waze Local Control Panel 

  • Conducted a series of usability tests of new Control Panel components with expert users in NA, LATAM and EMEA

  • Testing tool: InVision, Usertesting  

Unmoderated, remote tests

Waze Local onboarding wizard for SMB customers 

  • Built various prototypes using Sketch and InVision for new design features of the Waze Local onboarding wizard 

  • Conducted a series of usability tests for new design features to increase conversions 

  • Tool: Usertesting 

Back to top

Google’s HaTS surveys (user satisfaction surveys) 

  • Set up HaTS surveys as layer above Google Surveys 

  • Collaborated with engineers to insert the code as HTML tag in Google Tag Manager

Intercept surveys

  • Ran Intercept surveys on Waze Local Control Panel 

  • Analyzed surveys 

    • Statistical analysis of closed-ended rating question 

    • Coded qualitative open-ended question 

  • Presented findings and product recommendations to stakeholders

Google Form surveys 

  • Built surveys with conditional logic for expert users 

  • Ran and analyzed surveys to gain insight into satisfaction with and pain points of redesigned Control Panel components 

A/B tests 

  • Design, setup and execution of A/B tests in Optimize to test various hypotheses involving several product components

    • Waze Local Website

    • Onboarding wizard

    • Control Panel

  • Conversion funnel metrics 

  • Various user metrics (location, platform, language, user type etc.) 

Back to Top

Created a user profile for SMB Waze advertisers in North America 

  • Created SMB user profiles based on:

    • SMB customer database

    • Interviews with SMB customers

    • Surveys for SMB customers

    • Insights from the Waze Local sales teams’ in the US

    • Insights from cross-functional stakeholders

    • SMB Market research 

  • The SMB user profiles will be the basis for the creation of a primary and several secondary SMB user personas 

Back to top

  • Managed the user research activities of two colleagues 

    • from the Operations and User Acquisition teams (in NYC and Tel Aviv) who spend 20% of their time on UX research 

  • Collaborated with the North America SMB sales team in Michigan 

    • Got to know the team (site visit, shadowing of sales reps) 

    • Set up a process to have sales team contact onboarding wizard dropout leads 

    • Established communication channels between sales, product and engineering so that the sales team’s insights from close contacts with SMB customers loop back to inform product design 

    • Involved the sales team in product development (beta testing, user interviews, established feature request flow from sales to product) to test new features and ideas and to make the best use of the team’s user requirements knowledge

Close collaboration with cross-functional stakeholders across various teams in the US, Brazil and Israel 

  • Product 

  • Engineering

  • Data Science 

  • Sales 

  • Marketing 

  • Business analysts 

Close collaboration with Google Partners 

  • Phantom in England 

  • Agabada in Israel