App Store - Listing Page Refresh

Division
Xero App Ecosystem

Role
Lead Researcher

Tools
Literature review, design audit, concept testing, 1:1 interviews

Duration
2 months (Nov-Dec 2022)

Cover image for the Xero App Store Project

Overview

I led a programme of exploratory research to help clarify next steps for a refresh of the Xero App Store Listing Page (Template) with the aim to increase the conversion of traffic to app purchase. What started as a single page project with an unclear scope, became an opportunity to look at the value of one page in the bigger landscape of the App Store App Purchasing journey. From this lens, the product team was able to prioritise future work with more confidence and clarity.

Outputs

  • Self initiated literature review / desk research of 17 previous research reports and 6 internal ideation sessions across 6 years relevant to the user experience of the App Store and App Store Listing Page

  • Customer journey map across the App Store app purchasing journey compiling qual insights and metrics from Mix Panel.

  • Workshop facilitation x2 for alignment across a cross disciplinary team (PM, Product Designers, Developers, Data Scientists, Content Designers and Accessibility experts).

  • Crafting and executing a catered design audit on the existing state of the App Listing Page

  • Planning, executing, synthesising and analysing 9 concept tests and 1:1 remote user interviews with Small Business Owners, Accountants and Bookkeepers across the US, UK, NZ and AU.

  • Socialising insights from research into digestible presentation formats including a one pager, Slack summaries, 5 min video recording of project overview as well as the standard detailed report. Artefacts were shared to project team as well as the EGM of Xero’s Ecosystem portfolio.

Impact

🎯 Provided product team with clarity and momentum for work that had been stalling since 2017

⌛ Reduced the need to redo generative research and focused more on evaluative concept testing with users and set up a cross-disciplinary team to sustain product changes going forward

“For a process which could have been an overwhelming time commitment or lack in transparency, Michelle managed to keep everyone in sync in a way which was smooth, easy and felt second-nature. A dream to work with!”

- Project Engineer

Project Reflections

  • Working with a cross disciplinary team, this project taught me the importance of catering research outputs to different stakeholders for the biggest impact. A full report may work for the immediate project team but when insights need to be communicated wider and higher up the decision chain, the 5 min summary video recording and a one pager worked best.

  • In a similar vein, processing data and communicating insights quickly was key for engaging stakeholders throughout the interview process. After each interview I took 15mins to debrief with any notetakers on the call and summarise the key points which I then shared in the project slack channel.

  • The project as a programme of work also reminded me of the value of quick desk research before diving into a project without questioning the brief. My self initiated literature review saved the team from doing the same kinds of research that had already been done in the past and focus our efforts on high impact questions.

  • Finally, working collaboratively with a pod as an embedded researcher was a satisfying experience as I got to guide the application of insights to product roadmap decisions.