Project 4

Engagement and Usage Analysis of an Internal Deployed Mobile Application

@ Deloitte

Project Background

This was an evaluative research project where we conducted a comprehensive assessment of a well-being application developed internally by Deloitte.

The objective of the study was to review the current utilisation of the app, provide customer insights for designing, validating, and prioritizing a roadmap with stakeholders, and to maximise positive well-being outcomes for the firm through the app's proposition.

The deliverables will include opportunities and recommendations on engagement, product design, UX/UI, and copy changes.

Methods

The research team, consisting of two researchers, employed a wide variety of methods to balance out the limitations of each method and pull together insights on common themes.

Testing 1: Review the performance of X [the pseudonym of the app], uncover ways to drive engagement and retention:

1.1 What is happening?

Reviewed existing analytics and analysed via User Lifecycle Funnel Analysis.
Issued an internal survey to gauge awareness.

1.2 Why is this happening?

Conducted 16 60-minute deep-dive interviews.
Reviewed UX & UI.
Reviewed copy.
Reviewed the acquisition strategy.
Reviewed the content Strategy.

Testing 2 : Test proposed features and make recommendations

Conducted seven 60-minute concept testing sessions.

Findings*

Employees' Wellbeing Needs
- Through the analysis of survey results and user interviews, our colleague has identified six core needs, prioritized by the frequency of identification by users, regarding how Deloitte can support their holistic wellbeing.
- We then mapped out the pain points that this app currently addresses. Following this, we conducted a gap analysis to identify additional needs and challenges not currently met by the app. This analysis enabled us to highlight areas for development and improvement, aiming to enhance the app’s effectiveness in supporting the holistic wellbeing of Deloitte employees.

Analysis of the user lifecycle funnel indicated that even though the app has been push-deployed to around 20,000 devices, only 22.5% have actually explored the app and registered with a profile. This leads us to the question: How might we (HMW) raise awareness of the app to encourage more registrations?

By conducting interviews with users who have already registered and used the app occasionally, we would be able to identify some UX/UI hurdles as well as understand what users want to see from a content perspective and how the app can help them meet their well-being needs.

Through our research, we also updated the user personas to include four key personas: two seeking support for themselves and two who are primary people leaders acting as wellbeing facilitators. Additionally, we identified a segment of the Deloitte user base known as "wellbeing skeptics," who are skeptical about holistic wellbeing approaches.

Improvements in UX/UI were identified through a UX/UI audit, real user walkthroughs, and UX copy review.

The findings are summarised at an aggregate level to adhere to confidentiality guidelines.

Research Impact

Strategic Impact

The insights from this research, viewed through a lens of durability, were then juxtaposed with a viability and feasibility framework. These were prioritized on a graph, with the x-axis representing the amount of effort required and the y-axis depicting user impact. This approach allowed us to create a clear roadmap for the product's advancement.

Stakeholder Engagement Impact:

We presented the findings of the research to senior Deloitte partners and people leaders, shedding light on how Deloitte can further assist its employees in their wellbeing.

My Learnings

This was my first time undertaking a major evaluative research process without involving the whole functional team as I usually do! I discovered that I really enjoy these types of evaluative projects because I can focus solely on the research.

I learned the importance of using multiple methods not only for triangulation but also to identify patterns that help narrow the focus, allowing the drawbacks of one method to be compensated by the strengths of another.

Research documentation may sound tedious, but it's incredibly important. It enables future colleagues to retrieve the files easily and also leads to a more polished presentation.

Through this opportunity, I also gained insight into crucial project development practices, particularly in developing roadmaps and prioritizing features. Often, as researchers, we are responsible for considering the desirability perspective. However, understanding how desirability integrates with viability and feasibility is key to formulating a clearer product roadmap. I learned how to map out this process during my involvement in the project.

Disclaimer: Please note that the content presented here has been adjusted in accordance with confidentiality protocols.