Stick with KPIs when you are lost in your research analysis

Get buy-ins from management by presenting findings that relate to company’s KPIs

When you are struggling with your research report

Sometimes you get lost in your user research, especially when you are drown with tonnes of data. Don’t be scared, always go back to the key metrics that the management cares and you would figure out what to do.

My company, a leading telecom operator in Hong Kong, has recently hired a digital agency to help redesign our consumer website. I worked closely with the agency to run user interviews with 16 users, hearing them speaking out loud their thinking when they purchased their last mobile plans. Acknowledging the limited sample size, I further provided the agency with multiple UX research reports done in the past as extra information sources.

The research was fun the analysis was not. With this vast amount of information, the agency had a problem digesting the data. The first draft of the report was content rich with almost 100 pages. “Elder users are confused with the plan naming”, “young customers who subscribed via telesales perceive that online deals are not a good bargain”, “student plan users are unaware of the roaming day pack” … These are all valid points. But when they are put together, nothing…