After conducting the survey, I wanted to get more qualitative data via user interviews. I sat down with a few of our existing investors and talked through the current investment offering pages and their process of browsing investments.
I also interviewed our internal stakeholders to review the current process for creating and editing an offering page so that I could get a deeper understanding of their frustrations with the current admin tools.
In addition to interviews, I wanted to conduct usability tests, both with existing and non-existing customers who fit our criteria, in order to identify the biggest usability problems with our current design. This would also serve as a baseline test that I would later use to compare usability metrics after the redesign.
Usability tests were also run with internal stakeholders to understand their biggest frustrations with creating and editing offering pages through the existing CMS.
The data gathered from the surveys, tests and interviews helped me identify what features of the offering page were most important to highlight for investors. We also measured how long it took our underwriting team to create an offering page from scratch using our existing tools so that we'd have a baseline to measure against with future improvements.