Conducted usability testing on how five customer segments
perceived old and new Citi rewards site
About Client
Citi, a leading global financial services company, has approximately 200 million customer accounts and does business in more than 160 countries and jurisdictions.
Challenge
Human Factors International and Cyber Boomerang teamed up to research and test how Citi’s five major customer segments perceived the old and new Citi rewards site. The Citi Rewards site that we were to address was ThankYou.com.
Some more specific questions we needed to address included:
- What are users’ reactions to the hero panels and tabs?
- Do users understand that they can use their credit card and/or reward points?
- What are users’ attitudes towards relevancy/personalization?
- How is the new site perceived by non-rewards members?
Methods
- Identified critical tasks, drafted test scripts, created data log
- Used one-on-one and in-person usability testing of eleven participants
- Flew out to New York to administer usability testing sessions in a usability lab over a two day period
- Eight executives from Citi also attended and observed sessions
- Analyzed sessions, quantifying task performance and observations of 5 participant groups
- Identified data patterns that helped us draw insightful conclusions
Results
- Produced a 41-page presentation, detailing 15 tactical and 11 strategic recommendations
- Closely tied our recommendations to the test objectives
- Included a summary list of high priority recommendations that would most significantly optimize the user experience
