Usability vs. Barriers

Led comprehensive discovery research, mockup testing, and validation research to support the development of a new Infrastructure-as-a-Service (IaaS) product.

Overview

Led discovery and usability research for GPU as a Service (GPUaaS), a product designed to extend GPU power beyond traditional graphics and image processing into the expanding domains of data science and AI. With NVIDIA as the primary competitor, the research focused on identifying user needs and optimizing the shopping cart experience to streamline product adoption and engagement.

MY ROLE

UX Researcher (CoE)

COLLABORATORS

Innovation Team

Product Manager

Product Owner

Product Analyst

Digital Experience

UX Researcher (CoE)

Interaction Designer

METHODS

Survey
Interviews
Wireframe Testing
Validation Testing (production)

Discovery Research

1 We began the discovery phase for GPU as a Service (GPUaaS) by conducting a comprehensive survey (n=117) to understand potential users' needs, usage patterns, and feature preferences. The survey explored key areas such as primary tasks requiring GPU power, frequency of use, and the most valuable features.

2

Next, we conducted interviews with a subset of survey respondents who indicated they currently use GPUaaS. These interviews validated key findings from the survey and provided deeper insights into user pain points with existing GPU services. Participants highlighted issues such as high costs, complex setup processes, and performance limitations. We also explored their expectations for a more streamlined, user-friendly experience.

This qualitative and quantitative research reinforced our understanding and served as a crucial foundation for developing core features, and overall user experience enhancements.

Wireframe Testing

3

The team collaborated closely with our interaction designer to develop a streamlined and intuitive shopping cart experience. The goal was to simplify the purchasing process, ensuring that users could easily select, configure, and purchase GPUaaS services without unnecessary friction. This collaboration focused on balancing usability with functionality, creating a seamless flow that addresses user needs and expectations.

4

We conducted iterative testing of the wireframes using the System Usability Scale (SUS) to measure user satisfaction and usability. Over the course of four testing rounds, we gathered feedback and refined the design. These improvements led to a final SUS score of 96, indicating an exceptional level of usability and user experience.

5

We presented our findings to leadership, highlighting user needs, validated designs, and strong usability metrics. Based on the research and iterative testing outcomes, the decision was made to add GPUaaS to the product catalog and move forward with launching it for sale.

Usability vs. Barriers

After 30 days post-launch, we received reports that while many users chose to purchase GPUaaS, all abandoned their shopping carts before completing the transaction.

Leadership believed there was a flaw in the shopping cart experience. Despite showing our previous findings, which demonstrated excellent usability and a SUS score of 96, they remained convinced that the issue stemmed from the cart.

6

To investigate further, we conducted usability tests in the production environment with six users. Every participant halted at the same point—the system indicated it would take six weeks to gain access to their purchased service. In contrast, our largest competitor provided access within two days. This finding revealed that the barrier to conversion was not usability but an unacceptable fulfillment delay, highlighting a critical competitive gap.

Impact

The discovery and validation of a significant non-usability issue (long product fulfillment time) prevented further misdiagnosis of the shopping cart experience as the problem.
Leadership gained a deeper understanding of the competitive landscape, emphasizing the need to improve product delivery times to remain competitive.
Highlighted the effectiveness of the research team's iterative testing and user-centered design process, reinforcing trust in research findings.

Key Takeaways

Usability is not always the root cause of abandonment: Other factors, such as fulfillment speed, can have a greater impact on user behavior.
Competitive analysis matters: Understanding competitors’ strengths, such as faster product access, is essential for identifying critical areas of improvement.
Clear communication is key: Collaborating with stakeholders to ensure alignment on research findings and business requirements is vital to accurately diagnose and resolve user experience issues.
End-to-end experience matters: Users evaluate the entire process, from purchasing to delivery, meaning any bottlenecks in the experience can lead to abandonment.

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