Dec 13, 2023
Utilising User Experience (UX) Research Across Diverse Regions to Shape Global Impact 🌍📈
Project Goal: Evaluating and Enhancing My Ad Center's Usability 🎯💻
MindMarket partnered with a leading UX research agency to investigate the usability of Google's My Ad Center (MAC), a rapidly growing product that has exceeded initial user targets. The goal was to gather insights into MAC’s usability across different regions to enhance its design and user-friendliness.
Methodology: In-Depth Online Interviews 💬🌐
To really understand the user behaviour and tap into people's minds MindMarket conducted 10 in-depth online interviews (IDIs) via Zoom in five key markets: India, Belgium, Japan, Indonesia, and Brazil. Each interview lasted 60 minutes, allowing us to delve deeply into the user experience and gather detailed feedback.
Recruitment: Diverse and Targeted User Profiles 🕵️♂️📊
Our recruitment strategy focused on users of YouTube and, where possible, Google Search, Shopping, or Discover. We aimed to include a range of users based on their trust in Google Ads (low, medium, and high trusters) and their affinity for ads. We also sought a mix of users with varying familiarity with Google My Ad Center, including those who had never used it, those aware of it, and current users. To ensure cultural relevance and the accurate capturing of data, MindMarket employed local researchers and simultaneous translators.
Research Focus: Comprehensive User Experience Evaluation 📊❓
The interviews explored several key areas:
Users’ trust in Google Ads and how it influences their interaction with My Ad Center.
The usability of My Ad Center, particularly how easily users can navigate and complete tasks.
User affinity for ads, particularly those who click on ads persistently.
Feedback on Google My Ad Center from users with different levels of familiarity with the product.
Challenges users face while using My Ad Center and suggestions for improvements.
Challenges: Ensuring Diversity and Cultural Relevance 🌐🌍
Recruiting a diverse user base from five different countries with specific criteria was challenging. MindMarket’s expertise in handling such complexities ensured that we successfully engaged a broad spectrum of participants, capturing a wide range of user experiences and insights.
Deliverables: Actionable Insights for Product Enhancement 🚀📑
The insights gathered provided our client with a detailed understanding of My Ad Center's usability across different regions. This feedback is crucial for refining the product to better meet user needs and preferences globally.
Impact: Informing UX Improvements for My Ad Center 🌟📈
The findings from this study are instrumental in guiding the strategic development of Google My Ad Center. By understanding the usability challenges and preferences of users in diverse regions, our client can enhance the product's user experience, ensuring it remains user-friendly and effective. This research places MindMarket at the forefront of innovation and tech development, influencing the product design of a tool that will be used by millions of people worldwide.
This project showcased MindMarket's capability in managing and executing detailed UX research across multiple markets, delivering high-quality, actionable insights that support strategic business decisions.
#MindMarketInsights #UXResearch #GoogleMyAdCenter #UserExperience #India #Belgium #Japan #Indonesia #Brazil #MarketResearch #UserBehavior #QualitativeResearch #DigitalInnovation