To begin the research process, I conducted a survey to identify customer-facing internal stakeholders throughout the agency’s departments. Follow up interviews were scheduled with each of these individuals to determine things like:
- What services they provided
- What customers used those services
- Known frustrations/pain points their customers expressed with the service
- What processes or systems currently support those services
- Who else within the agency has a stake in that particular process or service
Not only did these interviews give me an opportunity to get to better understand the inner workings of the business, they also provided an opportunity to build positive rapport with key stakeholders by making them feel informed and included. Some stakeholders even revealed prior department-specific user research their team had conducted in the past; the insights from these efforts were included in our own.
After internal stakeholder interviews were concluded, I used analytics reports from the site to cross-check and validate their feedback, and to identify gaps that warranted further research down the line. I distilled all of this information to create preliminary audience buckets and personas to focus our problem solving and prototyping efforts.