Cozette Kosary, M.A., B.E.D.
UX Researcher and Strategist
Case Study: Moving Experience Ideation Workshop
Design Problem: Explore and investigate users moving to a new dwelling. Then lead CX stakeholders in a workshop to ideate solutions to ease the moving experience for users.
My Role: UX Researcher, UX Designer, Ideation Workshop Content Editor, Facilitator, Moderator, and Educator
Workshop Participants: CX Strategy Leaders: 2 Managers, 1 Vice President
Platforms: Zoom and Mural
Methods: Interviews, Empathy Maps, Affinity Mapping, Secondary Research, Provisional Customer Persona, Customer Journey Map, and Ideation
Observe – Evaluate: Began by educating CX leadership on what design thinking is, how it can be used to brainstorm, and to present the problem of moving to a new dwelling from the users’ perspective.
To demonstrate the users’ perspective, 4 users were interviewed and asked to describe their recent moving experience. Interviews gave firsthand personal accounts of moving experience, opinions, attitudes, and perceptions. This technique revealed there were two types of movers, those that move cross-country and those that move locally. Both types of moves presented different problems and for this exercise, the focus was on cross-country moves.
Interviews were transcribed and analyzed for what users say, think, does, and feels. Findings were compiled into Empathy Maps to build empathy for users and keep the focus on their experience. Once Empathy Maps were dissected, information was grouped by using an Affinity Mapping technique to help define personas, and customer journey maps. Similarities and patterns emerged including the concern of cross-country movers (the cost of the move, contracts and agreements, insurance, lost or damaged property), emotions of users (lingering frustrations, dread, hate), and expectations (scheduling, preserving belongings, services provided).
Make – Iterate: Secondary Research was conducted to give a quick glance into existing data to deepen the understanding of the situation. This research allowed us to see why people were moving, where they were moving to and from, and collect demographics of those moving. This data was combined with the patterns that emerged in the Affinity Mapping Diagrams to shape a Provisional Customer Persona and Customer Journey Map.
The Provisional Customer Persona, Jennifer, was a consolidated archetypal description that was built on the understanding and needs of the 4 users interviewed and the compilation of secondary research. It demonstrated needs, experiences, behaviors, and goals of those moving cross-country. The Customer Journey Map illustrated the steps, interactions, thoughts, feelings, pain points, opportunities, stakeholders, and time to visualize Jennifer’s experience moving cross-country.
Reflect – Brainstorm: The Ideation brainstorming was used to generate solution concepts based on the understanding of a problem and customer needs. After data was presented, three problem statements emerged.
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The process moving across country can take a long time and requires many stops during transit. There’s an opportunity to give the owners positive reassurance during transit that their belongings are protected and being handled with care.
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A busy working professional needs an easy, time-efficient way to find good, reliable movers because they often work long hours, are taking care of family, and don’t have time to perform research to vet moving companies.
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Moving companies hire multiple third-party vendors to complete contractual obligations of cross-country moves. There’s an opportunity to validate consumers by showing vendors do work for the company hired, that they are aware of and understand contract specifics. Thus, ensuring contracts are honored and items are delivered undamaged and in the box.
For the sake of timing, CX leadership voted to focus ideation workshop brainstorming on Problem Statement 2.
To begin ideation brainstorm, Problem Statements were re-framed into “How Might We” ("HMW) statements to help participants to conceptualize solutions.
Participants started Ideating Solutions by spending one minute pairing each “HMW” Statement with Pattern Cards and brainstorming solutions. For example: “HMW: Assist consumers on their journey to vet and hire good movers in an easy, time-efficient way that allows them to trust they are receiving the best experience and rates.” + Pattern Card: Application = Solution Idea 1: Plan my Move Feature, Solution Idea 2: Reviews by Type of mover. This exercise generated 32 possible solution ideas.
Solution ideas were then evaluated via the Effort vs. Impact Chart to determine whether or not solutions would take low or high planning effort and make a low or high impact. Items that required little planning and made a small impact became a task to complete now, short-term goals 1-6 months. Items with high effort and low impact became solutions to table. Solutions with low effort and high impact became short projects to do immediately, mid-term goals 6-12 months. Solutions with high effort and low impact became projects to focus on long-term goals 1 or more years.
This exercise overall allowed CX leaders to learn about the moving experience, build empathy with users, to ideate solutions to real world applications and ways their solutions may compare with company goals and deadlines.
