Orange: Super user research & innovation panel
A panel of 30 super users to enable regular insights, identification of emarging trends and rapid turnaround UX testing.
Brief
Develop a panel for understanding emerging trends and for responding to rapid research requests.
Approach
Recruitment of 30 super users. In depth profiling on technology trends & communication patterns. 6 months of tracking & studying behaviour. 10 rounds of rapid usability tests for various product teams.
Outcome
Dedicated website for sharing research insights across Orange Group (marketing, product and design teams). Growing demand for rapid UX test cycles.
Profiling super users
30 of the most articulate & insightful participants from years of previousl UR projects were carefully selected for the panel. Each was interviewed about their behaviours & profiled, to facilitate matching to specific research topics + identifying key moments in the customer journey (e.g. end of contract) to engage with them .
Outcome: A set of 30 panel participant profiles on the project website, along with creative visualisations of various aspects of their technology use, such as communication patterns & behaviours.
Panel website
A web development team was commisoned to create an online internal communication tool. The website was used within Orange Group to report on the latest research findings & trends.
Outcome: High engagement from design & marketing teams. The website & project were extended for another 12 months.
Rapid UX testing
An additional function of the panel was to enable rapid, short-notice UX testing of new digital product & services without any prior planning. Product & design teams could request a UX test with a small number of users from the panel without the admin & pre-planning that is usually required.
Outcome: A flexible & fast respose design research platform. 10 rounds of rapid UX tests were completed within the first 6 months on a variety of Orange products at various stages of the design lifecycle .