Dates
January - February 2023
Role
Lead Researcher
Full-time employee
Tools
Qualtrics, Excel, UEQ analysis tool, Microsoft Teams, Google Tag Manager, Power BI, Miro
Populations size
Pilot population - 6
Methods
Survey, Google Tag Manager analysis, Single Ease Questionnaire (SEQ), User Experience Questionnaire (UEQ), Star rating
Team
Neha Katri, UX Designer
Laura Jones, UX Designer
Kerry Johnson, Business Analyst
Brian Wise, Product Owner
Company
J. B. Hunt Transportation and Logistics
1
The Problem
The UX department did not have a department-wide quantitative benchmarking practice but needed one. The Financial Spot Pricing product team had made many product updates but had never done any quantitative UX benchmarking.
2
My Approach
I independently piloted a benchmarking practice by using cross-functional collaboration to learn the Financial Spot Pricing Product team’s benchmarking needs and then collecting data with surveys and Google Tag Manager I found a surprising pain point for a major workflow.
3
Impact: Product
I learned the pain point would be resolved in a planned update which validated an existing product roadmap and endorsed product budgeting decisions.
4
Impact: UX Maturity
Using this project as a pilot, I created a standardized UX benchmarking process. I lead department-wide benchmarking implementation by training UX researchers, facilitating collaboration with data analysts, and offering ongoing support. The standardized practice impacted 22 products and over 25,000 users.
“Big shoutout to Nicole Hunt, who is spearheading the Google Tag Manager initiative. She’s put a lot of work into learning/gathering resources/teaching us how to tag for our products. Really appreciate her effort and dedication to pushing the needle.”
- Hannah Johnson,
UX researcher working in a separate domain
Deliverables and Storytelling
Below are a few examples of final deliverables for my product team, as well as tools I used for data storytelling.
I used the comic strip to communicate findings to a large group of UX designers who were unfamiliar with the product.
My Reflections
I’m super proud of this project because I saw a need and then filled it. I initiated this pilot and it lead to changes across the UX organization.
I had heard UX leadership speak about wanting a formal benchmarking process besides surveying,, but they didn’t know how to do it or where to start. As a result, I decided to start a project that would benefit my product space, but also benefit the UX organization.
This project was the first benchmarking project of its kind at J.B. Hunt. I was the first person at the company to find and use the HEART framework and also the first UX researcher to implement and use Google Tag Manager. I later brought in the Google Analytics expert I worked with to meet with the UX research team, and I facilitated and organized training so all UX researchers could begin using Google Tag Manager.
I’ve gone on to leverage Google Tag Manager in my other product spaces and it has been extremely helpful to the product team.