UX customer research program — Student Hub

I began by measuring the site's existing statistics and usage patterns, mapping the 'happy flow' (the optimal path to a successful checkout), and listing every problem identified along the way.

I then designed a two-phase study. Phase A used a smaller sample set to go deep into users' minds; Phase B used a larger sample for broader questions about usage. The test sessions produced a wealth of intel for departments right across Optus — even marketing strategy recommendations.

Armed with the research, I pinpointed exactly where users were dropping off and fixed the checkout flow, lifting successful conversions. I also proposed broader strategic programs and a phased implementation plan to solve the Student Hub problems end to end.