Case study:

Rapid recruitment, usability testing and reporting for Donr

The challenge

The Donr team wanted to understand barriers to sign up for customers visiting their lottery site for the Newcastle Dog and Cat Shelter and explore opportunities for improving the user journey and usability of their product.

Someone holding a mobile device looking at the donr website

Hypothesis

The Donr team had some assumptions as to why users were dropping out such as technology barriers and confusion around how the SMS payment subscription works.

The journey was also unusual in that it crossed multiple platforms and brands, from the Newcastle Cat and Dog Shelter Facebook page to their dedicated Lottery page.

Although their analytics and engagement data was strong, the Donr team had some knowledge gaps and questions around their users’ behaviour.

In order to answer some of these questions and understand why people weren’t completing the sign up user-journey, qualitative data was needed and user-testing was the missing link.

What we did

Worked with the team to define essential and nice-to-have criteria for participants.
Designed a UK wide recruitment campaign targeting animal lovers and people who play online games for money, such as National Lottery and bingo.
Designed scenarios and tasks aimed at evaluating the main user journey.
Moderated 20 minute sessions remotely over Zoom and streamed to the team who were observing live.

Results

Usability study delivered in 3 days - from kick-off to findings presentation.
6 participants and 1 standby recruited to criteria from our database in 4 hours.
14 Usability issues identified and prioritised by severity.
Findings presented live report delivered live with actionable recommendations.
As a result of our usability recommendations, conversions increased significantly after the new site went live.
The team are now looking to explore more design ideas and have chosen UserLab as their user research partner.