Remote usability research helped an early-stage website builder understand whether people could navigate the product, see its value, and feel confident enough to recommend or purchase it.
RedPlum was a WordPress website builder for designers. The owner wanted to understand whether prospective users could navigate the experience and whether they would recommend and/or purchase the service.
I helped establish what we wanted to learn, reviewed navigation and screen layouts, built a moderation guide, facilitated 3 of 6 remote moderated usability sessions over Webex, and synthesized the data into findings with another researcher before presenting to the client.
Dragging and dropping text boxes was difficult, distracting animations and formatting created confusion, and existing help documentation was too long. Participants preferred shorter FAQ-style or video support.
Some participants did not understand what “periodt” meant, showing that personality-driven copy could create comprehension friction.
The logo was inconsistent across pages. Despite the features being laid out in a grid, the layout failed to sell potential buyers on convenience.
Users did not see a clear articulation of product value through testimonials or recommendations, and the plan cost felt expensive given the limited trial period.
After delivering insights to the client, the following changes were made to the interface: clearer content that describes how the product can provide value and user support, condensed formatting for scannability and easier comprehension, and stronger aesthetic cohesion and consistency.
Research logistics are part of the participant experience and require calm, flexible problem-solving.
Familiarizing myself with scripts rather than reading from them, building participant comfort, and allowing user curiosity to guide the conversation.
Coding key takeaways, quotes, and possible recommendations into a coherent story for the client.