Launch Optimization of News on MAX
[PROJECT]
With CNN Max and the News page launched, MAX needs to understand perceptions and UX of its first live streaming offering and how it can be optimized in the near-term and improved in the long-term.
I designed and executed a study with a quantitative survey and qualitative interviews with real users to better understand early adopters and the larger opportunity to inform product development strategy.
[OBJECTIVE]
In order to drive adoption of News on MAX with users, we must understand needs and desires of news users, any pain points, and their context and experience for viewing news on the platform.
With the experience launched to 110 million users, MAX leadership was eager to get comprehensive insights and opportunities fast.
[WORK]
Project leadership
Leading a team of myself, a data scientist, and a segmentation researcher, I designed research that integrated Google Analytics behavioral data with attitudinal data from a survey.
Information architecture
I created a classification scheme based on the Dickies site map in order to interpret clickstream analytics. This helped differentiate browsing, searching, and buying for different product categories, making our analysis smarter and more meaningful for the product design team.
Collaborative analysis
Partnering with a segmentation researcher, I analyzed survey data to understand who these users are and what they need from Dickies, bringing the personas to life.
Actionable insights
I worked with Dickies’ analytics team to integrate seed data back into Google Analytics to set the stage for future site personalization.
[IMPACT]
Innovation Award
I was recognized with an innovation award for integrating digital analytics data into an established segmentation research approach.
Dickies socialized the personas with marketing and design teams and established a personalization pilot program.
Data Governance Challenges
Using new types of data presented a challenge for our client’s internal organization, particularly in light of new privacy regulations.
We helped the client get legal approval to use first party and survey data for our research.