Case Study: SEEK Choice Architecture Redesign
Research + Design + Delivery
It’s no secret that the way options are displayed can have a huge impact on the choices people make. When it comes to your product offering, it’s imperative you design a choice architecture that will serve your business objectives while still providing a clear, honest experience that’s easy for your users to navigate.
I recently lead the redesign of our product choice architecture at SEEK, an enterprise B2B commercial business within the employment sector. The company was undergoing a business model transformation, and wanted to push a new strategic product in market. The existing choice architecture was no longer serving business objectives.
The UI sat within the primary revenue conversion funnel and was highly sensitive. As such, it was imperative any new design protect the existing revenue. Due to the strategic importance to the business, many senior stakeholders were involved.
Process + Research
The business problem and objective were clear, and there were a number of stakeholders suggesting solutions. However I felt strongly that our cross-functional team should lead the initiative, and that we should explore a broad range of design solutions before committing to any one. I held a sketch-up workshop with our product team to align on the problem and objective, and to brainstorm solution approaches. I then socialised a handful of our favourite designs with other UX’ers across the business for feedback and iteration.
To ensure transparency throughout the design process, I created a UX wall within our team space and held informal weekly showcases for stakeholders. Once I had narrowed down to a couple of refined designs, I was keen to run a usability study. I was met with some resistance from stakeholders, who wanted to release the design immediately and monitor the results. I was able to explain that the study would compliment the release, and that we should do both. I facilitated and analysed the usability study in our lab with customers, and recruited a number of stakeholders to observe and take notes. Insights from the research informed further design iterations.
The new, validated design was released to a small pilot in market for monitoring. I worked closely with our customer service team to monitor feedback.
Outcomes + Value Delivered
Strategic product adoption doubled and the new design was scaled to 100% of users.
Whenever you have many stakeholders involved, design by committee is a risk (or worse, the dreaded HiPPO effect). A great way to work through this challenge is by booking regular, recurring research with users to drive the design decisions.