Internal User Research

In 5 Easy Steps!

This is a study on an internal user research project I lead. Names and other identifying details are intentionally obfuscated at the company's request. Please see my resume or get in touch to learn more about my work. The setting was a sales organization looking to revamp their recruiting programs for sales staff, with the eventual end goal of a new recruiting website.

The problem I set out to solve was a lack of consensus on who this website would actually serve, and what messaging would connect with them. Competing voices in envisioned different solutions for different audiences, and a lack of consensus would negatively affect prototyping and design.

Step 1: Education

The first step to doing this project was educating key stakeholders and participants in the value of a new and (for them) unfamiliar process. I identified regional office managers - the ones actually finding and hiring sales people - as our best source for practical knowledge. 

I designed an easy-to-skim email that outlined the two exercises I planned, along with dates and my contact information. I made it clear that their knowledge and experience were valuable, and that this was an important chance to shape future products.

Step 2: Delivery

When it came time to actually deliver the exercises, I opted for Google Forms. Because this company was new to this process, there were no existing tools or procedures and budget was low. Google Forms work well on every device, and offered enough flexibility with easy setup.

Exercises were delivered via email one week apart. Each had concise directions, and an estimate of time needed to complete. It was important to provide enough detail to encourage participation and honest feedback, without overwhelming anyone. Survey results were not identifiable, but email opens and clicks were - allowing me to follow up with inactive participants. 

Step 3: Data Collection

The first exercise collected input so I could develop represenative personas of potential recruits. I started by explaining how personas let us design with our users in mind, and asking them to visualize a key recruit. I asked for a persona name, and five multiple choice questions on key details like approximate age, experience level, and career goals. Additional free response questions followed but were made optional, to avoid forced or padded answers.

The second exercise was an adapted card sort, using multiple choice questions to prioritize and sort business goals and marketing/recruiting messaging. I intentionally used Google Forms for this instead on online card sorting tools so that it would have a familiar look and feel, like an online survey. A high participation rate was crucial to overcame the original lack of consensus among stakeholders.

Step 4: Report

With both exercises completed, I compiled all of our data into high level graphs and aggregated free responses. I chose to compile this report and not distribute raw data. Because of the lack of consensus that prompted this project, I did not want stoke division with carefully chosen responses.

I also used the persona exercise to develop five personas. Initially I was concerned that participants would all design the "rockstar" dream sales person, or give responses so varied no trends would emerge. This was not the case, and the five personas had natural consensus.

Step 5: Build Consenus

Before openly distributing this report, I lead a review exercise with the marketing director and recruiting project manager. Of all the stakeholders (sales leaders, executive leadership, etc.) with a stake in recruiting, they were the closest to the design and development process. My goal was to test initial assumptions, and build consensus among the eventual spokespeople for the project.

A pivotal moment in the session came after asking them to prioritize the same content managers had. We then reviewed the report, revealing that manager responses were nearly opposite initial assumptions. In the end, this session and the report became a key tool for the content plan and design of this site. Instead of insisting and arguing, I identified several key topics that could be evaluated further.