robwebb2k

For the last several months, we’ve been undergoing a large redesign of a critical and complex user flow at Adroll. At this point, several hundred hours of work have gone into the project. Our UX intern started the project with a company-wide customer identification exercise that got everyone focused on who we’re targeting with our product and who we should be designing for. We then conducted extensive user testing with target customers throughout development which resulted in radical shifts from what we thought would be the “right” solutions out of the gates. The result is not only a better and easier to use product, but also a unified team. User testing not only focused our team on our target users’ behavior but also virtually eliminated internal debate and the resulting tension regarding who thought what would be best for our users.  In the long run it’s very possible that the side benefit of team unity will match the value of the much improved product.