The journey started with discovery
We have a saying at Enjoy: “There are no prizes for guessing, so we put data-driven insight at the start and heart of everything.” And this project was no exception.
As with all new clients, we kick started this project with an immersion workshop. With caffeine and good vibes in full-flow, this was our opportunity to learn, listen, digest, probe, and understand their business through the lens of multiple stakeholders. Their ambitions, challenges, hypothesis, priorities, objectives, past wins and learnings, and marketplace.
Off the back of the immersion phase, we then moved into our discovery phase. This is where we ‘look under the bonnet’ to observe and identify key insight, trends, and areas of potential focus. This process helps us join the dots between the outputs of the immersion session, and the reality of what the data tells us.
Then, we conducted a digital deep dive, exploring key traffic channels, deviceshare, browser preferences, user journeys and more to understand what’s working, what’s not and quantify opportunities. Backed by this insight, we hosted an internal UX review, bringing our experts together to produce a list of hypotheses we could feed into our experimentation plan.
To gather further insight, we conducted user-testing, arranging Zoom interviews with 6 different participants, reflective of Northern’s key audience personas within the Northern catchment area. The purpose was to get a clearer and more accurate understanding of:
- How and why they purchase train tickets online
- What this process looks like
- How they navigate the Northern site
- How Northern compares to other ticket providers
- What steps could Northern take to improve their digital experience for users, and drive conversions across their website?
This process gave us more insight, while validating many of the hypotheses generated from our initial UX review.