Quick, Personalized Homework Solutions Needed
Project Overview
This study aimed to uncover the distinct needs of Bartleby’s college student users in seeking homework help, emphasizing the importance of quick and personalized solutions. Understanding these needs was critical for Bartleby to refine its product offerings and enhance the overall user experience, thereby maintaining a competitive edge in the online education market.
My Role and Responsibilities
As the Senior User Researcher, I led the study from inception to completion, including designing the research methodology, conducting in-depth interviews, and analyzing data. I collaborated closely with the Design Director, Product Manager, and Senior UX Designer, providing regular updates and ensuring alignment with broader product development goals. I reported directly to the Chief Strategy Officer, Director of Design, and VP of Product, guiding the research focus to support strategic decision-making.
Research Goals and Questions
Primary Objectives
Identify and define distinct personas among Bartleby’s college student users based on their homework help needs.
Provide actionable insights to inform product development and enhance the user experience.
Key Research Questions
What are the primary pain points students experience with online homework help?
How can Bartleby better cater to these needs through its product offerings?
Methodology
Research Methods
Demographic Surveys: Used to gather baseline data on student characteristics and needs.
Moderated Interviews: Conducted 45-minute in-depth online interviews to explore user experiences and challenges.
Participant Recruitment Strategy
A diverse group of 24 college students was recruited, all currently enrolled in upper-level education and actively using online homework help tools. This sample ensured a broad range of perspectives and insights.
Timeline and Constraints
The research was conducted over three weeks, balancing the need for comprehensive data collection with the project's tight deadlines. Constraints included a limited sample size and the challenge of recruiting participants who met specific criteria within the time frame.
Research Process
Step-by-Step Approach
1. Design and Distribution: Created and distributed demographic surveys to gather initial data on user characteristics.
2. In-Depth Interviews: Conducted 45-minute online interviews via Zoom to dive deeper into user experiences, focusing on pain points and needs.
3. Data Analysis: Employed Excel for qualitative data analysis, identifying common patterns and behaviors, leading to the creation of detailed personas.
Tools and Techniques Used
Google Forms, Zoom, Excel, Typeform.
Stakeholder Involvement
Regular updates and interim findings were shared with the Design Director and Product Manager to align research focus with product development needs.
Key Findings and Insights
Main Discoveries
1. Emergence of Two Primary Personas:
Primary Persona Nia: Faces challenges with time management and requires quick, easily accessible solutions for last-minute homework help.
Secondary Persona Liam: Struggles with overly generic help and desires more specific, targeted assistance.
2. Demand for Both Generic and Personalized Solutions:
Students expressed a need for access to both general and personalized homework help, highlighting the importance of flexibility in Bartleby's offerings.
3. Time Constraints:
A significant finding was that the majority of students are under constant time pressure, necessitating quick and effective solutions.
Supporting Data:
"I often find myself scrambling last minute, and it’s frustrating when I can’t find the help I need quickly." - Nia
"Generic answers don’t help me understand the material in the context of my specific assignments." - Liam
Visual Representation
The bar chart above titled, "Participants Results Divided by Nia and Liam" illustrates the key findings from the user research study on the need for quick and personalized homework solutions. The chart compares the responses of two personas, Nia (Primary Persona) and Liam (Secondary Persona), across four categories:
- Need for Quick Help: Nia shows a significantly higher need for quick assistance compared to Liam, highlighting her preference for fast and accessible solutions.
- Desire for Personalization: Liam values personalized help more than Nia, indicating his frustration with generic solutions and a strong preference for tailored support.
- Time Constraints: Both personas experience time constraints, but it's more pronounced for Nia, emphasizing the urgency of her needs.
- Satisfaction with Current Solutions: Both Nia and Liam exhibit low satisfaction with current solutions, suggesting the need for improvements to better meet their expectations.
This chart visually underscores the distinct needs of Nia and Liam, guiding targeted enhancements in developing quick and personalized homework solutions that address these specific pain points.
Recommendations and Impact
Actionable Suggestions
Introduce a feature for customized homework questions with a timed response option to address both personalization and urgency.
Develop additional personas to capture a broader spectrum of user needs and refine product features accordingly.
Impact on Product Decisions
The research directly influenced the design of new features, such as customizable help requests, which were integrated into the product roadmap. This user-centered approach is expected to enhance user satisfaction and engagement.
Measurable Outcomes
Increased user engagement with personalized features by 20%.
Reduction in negative feedback related to the relevance of homework help by 30%.
Reflections and Learnings
Challenges Faced
Limited sample size and time constraints made it difficult to capture all possible user segments.
Recruiting participants who fit the specific criteria within a short timeframe proved challenging.
Overcoming Challenges
Utilized targeted outreach strategies and refined the recruitment process to optimize participant diversity.
What I’d Do Differently
Expand the participant pool and extend the research timeline to capture a broader range of insights and develop more comprehensive personas.
Skills Developed
Enhanced my qualitative data analysis skills and improved my ability to synthesize complex data into clear, actionable personas.
Next Steps
Follow-up Research
Explore additional student segments and develop detailed journey maps for Liam and Nia to deepen understanding of their experiences and refine product strategies further.
Long-Term Implications
Continuous refinement of personas and their integration into product development processes will be essential for maintaining Bartleby's relevance and competitive edge in the market.
Regular updates to personas and user journey maps will ensure that the evolving needs of students are consistently met.