The Case of the Underperforming Form and the Importance of Qualitative Research

When a company’s business form wasn’t meeting expectations, the solution called for genuine customer understanding

By Jeff Jones
Sr. Experience Researcher
projekt202

STEPS TO UNDERSTAND THE ISSUE

Ensure Accessibility

HOW OUR TEAM TOOK IT EVEN FURTHER

We conducted contextual inquiries by observing the business customers at their office desks as they processed orders. Our researchers noticed that many never used the form because it was easier for them to scan their invoice and send it as a PDF to their rep. This obviously didn’t solve the usability of the form.

A HOLISTIC PICTURE REVEALS THE RIGHT SOLUTION

So obviously a company can create a usable solution, but it’s only by observing the problem and surrounding processes in context that we can discover the best solution.

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