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Greenfield - Jobs to be Done

Discovering the 'Discover' Job to be Done

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Jobs to be Done Methodology

Pitching the Greenfield Team

With over 300,000 unique users, and a B2B and B2C model, using personas to build new features and iterate an existing product becomes challenging. Instead of personas, I employed a Jobs to be Done (JTBD) approach to inform the UX work of the product. One of the jobs users "hire" Greenfield to do is to discover visualizations and reports created by Data Product Managers, Data Analysts, and others. By diving the work into different jobs, the Greenfield team uses this framework to prioritize the product work. 
This was a new approach to the Greenfield team, so I had to pitch the idea of JTBD through education and involving the team in user research.

UX Research & Insights

Multi-Method Research Plan

To inform the Discover Job to be Done within Greenfield, I outlined a multi-method research plan over the course of 2 months that included a remote, unmoderated Tree Study with 50 participants, over 20 user interviews, 2 System Usability Scale (SUS) Surveys, and 2 usability studies for the existing Discover experience. This information was then used to create multiple artifacts for the Greenfield team, including user journey map and satisfaction ratings, in order to inform future product and engineering work. This user-focused approach was quickly adopted by the Greenfield team and inspired other products within Data Science to request a similar approach.

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UI/UX Design

Discover Dev Prototype

Discovering data visualizations and reporting is a complex task for users, often requiring a combination of search queries, sorting, filtering, and navigation. I designed this mid-fidelity prototype as a proof of concept in Figma, and discovered the interaction nuances required a dev prototype in order to test concepts with users and complete a deep dive into the navigation. I led a Design Sprint and worked with the Greenfield team to create an ephemeral environment that can be updated and tested by users. The dev environment allowed for rapid testing, reducing my design and research time down from 6 months to 2 months. Now the Greenfield team can test wild ideas and drastic visual redesigns without impact to the main product in production.

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