OZEX

Context

Ozex is an app that supports parents of young children. To prove its value to the organizations that offer it, Ozex needed to understand how parents behave after their first contact with the app, and what stops them from coming back.

My role

In a team of 4, I designed the research methodology: research questions, measures and test protocol. We shared the moderation, analysis and reporting.

The challenge

Measuring both performance and feelings. A parent can complete a task and still leave with a bad impression, so we needed to capture what people do and how they feel doing it.

What I did

Test protocol. 18 parents, 60-minute moderated sessions on their own phones, with think-aloud, observation and a post-test interview.

Mixed measures. Success rate, completion time and dead clicks, combined with emotional valence (Affective Slider), satisfaction (CSAT) and perceived quality (WebQUAL).

Onboarding mapping. Mapped every onboarding screen to locate frictions, missing explanations and semantic confusion.

Recommendations. Prioritized five actions, from simplifying onboarding to adding search and filters.

Results

Only 5 of 18 parents completed sign-up without help, in 6 min 47 s on average.

13 of 18 felt the onboarding missed questions about their situation, and some felt excluded by content that assumed every mother breastfeeds.

The "Question of the day" created value for 12 of 18 parents, yet had the lowest satisfaction of all features.

Navigation looked efficient, but mainly because the content tested was already on the home page.

What I learned

A good success rate can hide a real problem. Parents found content quickly, but only because it happened to be on the home page. Reading numbers without context would have led us to the wrong conclusion.