Yukiha Maruyama

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Company: Agency 451
Team: Kayla Speed, Yukiha Maruyama

A client asked us to improve their eCommerce experience for people looking to buy pools. To learn more about prospective customers, I invited people who had recently purchased a pool or who had thought about buying a pool in the last six months for interviews. I crafted these interviews to ask questions that would help us build our knowledge of what it is like to be searching for a new pool. I wanted to know what people thought about, how they responded to existing pool sites, and where there were painpoints that could be alleviated. I also reviewed pool community forums and read up on purchase decision making by consumers. Last but not least, I also conducted heuristic assessments of competitor brands to see what they were doing well and where we could do better. To facilitate internal communication, I distilled our research into two primary personas that were used to guide messaging, content strategy, and designs for the new website.

Concurrent to the primary user research, I ran rapid closed card-sorting exercises with people who currently/previously owned a pool or who had thought about buying a pool before.

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