10.18.19
Generative Research

Military Quality of Life

We discovered how a military retail company could improve life on base by facilitating co-design sessions with active duty military members. This research shaped the roadmap for a brand new mobile application for each military base.

At a glance

10 weeks
270 survey responses
2 military bases visited
45 research participants
1 ideation workshop

team

Research Director
Lead Design Researcher
Design Researcher
Data Scientist

Role

client communications, plan methodology, facilitate group sessions & workshop, create deliverables, presentation.

Context

"Wait, how is our app going to help people?"

A retail company that serves the military was in the process of developing a mobile application to "improve life on-base for military members and their families." They started developing the app without doing any research to understand what kind of application would be valuable to people living on military bases. Luckily, they realized they needed to learn about their customers, so they hired us to discover what needs the app could potentially serve.

Project Goal

Discover the needs of military families to create a strategic roadmap for a brand new mobile app.

Recruiting

Recruiting survey sent out via email, social media, and food court kiosks.

- Recruiting survey sent to potential participants to recruit for in-person research sessions

Methodology

'Homework' survey informed the stimulus for generative toolkit & primed research participants.

- Homework survey sent to scheduled participants to prime them before generative research

Methodology

Generative toolkit to spark deeper conversations about the military life at Ft. Bragg & Ft. Campbell

- In-person group research sessions were conducted with generative toolkits

working session

Workshop with mobile app team to immerse them in the research findings

This was the first time our client had be exposed to UX Research, but after seeing the results they planned to do much more in the future. Senior stakeholders found value in understanding their customers at a deeper level, not only to inform the app, but also to inform the broader business strategy. We also delivered a roadmap that showed how many of the app features aligned to customer needs, but more importantly how many of the app features did not align to any customer needs. Lastly, we were able to guide our client into doing some evaluative research before they launched the beta version of the application.

Outcomes

Prioritized new app concepts based on user value and business risk

This was the first time our client had be exposed to UX Research, but after seeing the results they planned to do much more in the future. Senior stakeholders found value in understanding their customers at a deeper level, not only to inform the app, but also to inform the broader business strategy. We also delivered a roadmap that showed how many of the app features aligned to customer needs, but more importantly how many of the app features did not align to any customer needs. Lastly, we were able to guide our client into doing some evaluative research before they launched the beta version of the application.

Reflection

Wait, what is this app supposed to do?

TBD

"Surround yourself with people who know what you don't know. Become enticed by the unknown." - Linda B. Smith

© 2019 Braden King