A few UX Research projects that I have done.

1. UX Research
Lisandra Maioli (July 2017)

2. About me
"Thanks to my 17 years of experience in different positions in Digital Communication, I
could develop the core skills to be an UX Researcher. Being able to understand different
mind sets and human being behavior helps me to make better Design decisions."
● Bilingual (English & Portuguese) with International experience (Brazil, USA, Italy,
Ireland, Netherlands)
● B.A. in Journalism, specialization in Digital Marketing and UX Design
● Experience in different positions in Digital Communication
● Reviewing the book "UX for Mobile (Packt Pub)
● Writing the Book "Fixing bad UX" (Packt Pub)
● Speaker, instructor and event organizer, workshop addicted
● Working cross-team, with Stakeholders, Designers, Product Managers, Product Owners,
Developers and other teams
● Highly collaborative, ‘hands-on approach’, data-driven, people-oriented
● Projects for web-based, smarTVs, digital outdoor media and mobile platforms
● Passionate about UX Research

3. User interview/Usability Test with
Mobile App paper mockup and Contextual
Inquiry with Mobile App prototype
(Client: Winnin | Target: teenagers in LA)

4. Jill DaSilva (General Assembly & Digital Karma)
Co-Founder + Consultant + Educator + Mentor + Public Speaker
"Lisandra is truly one of the best UX Researchers that I have ever worked
with. She goes above and beyond in her research and makes sure that every
feature and function in her projects is based on solid user research. She
has no fear of contextual inquiry and will get out "into the wild" and
observe people to understand their needs more clearly. She uncovers many
solutions in her research processes that would often go unnoticed in a
typical project. She is objective in her work and aware of any possible
biases. Her journalism background and her gentle, attentive candor makes
her a great interviewer of target demographics. She is a great
collaborator and critical thinker and a true delight to work with.
I would work with her again in a heartbeat."

5. LACMA Museum
Online Store Museum
bit.ly/UXLM-LacmaStore
Challenges
● Redesign the Online Store AI based on
the Business and User needs
● Improve the Online Purchasing/Checkout
process experience
"The user flows for the checkout process
should keep customers focused on finalising
the transaction"

6. Research Goals
During the Design process, I used
different methodologies in order to
answer questions/doubts about what
would be the best solutions to
improve the online shopping
experience, especially regarding to
the checkout process.
My main goal was not only
understand the Store Museum Shopper
behavior, but also make sure to
validate the Design Decisions.
Tools

7. UX Process
Research & Analysis
Target: Americans and international Museum
visitors
● Museum Store Shopper (user)
● LACMA Store vc Online Store
● AI(Categories/Menus/Navigation)
● Online checkout process
Deliverables
● UX Research Results
● Persona & Scenario
● Site map & Navigation
● Wireframes & Prototype

8. Research & Analysis
● Museum Store Shopper (user)
Questions
- Why and what people buy at Museums stores?
- What they expect from the online store?
- Who are these people (clients/audience)?
Methodologies:
- Secondary Research
- One-to-one Interview
- Facebook Survey
● LACMA Store vc Online Store
● AI(Categories/Menus/Navigation)
● Online checkout process

9. Research & Analysis
● Museum Store Shopper (user)
● LACMA Store vc Online Store
Questions
- Have both stores the same products?
- How are the categories organised?
- Who buy online?
Methodologies:
- LACMA visit and observation
- Online questions to the store
● AI(Categories/Menus/Navigation)
● Online checkout process

10. Research & Analysis
● Museum Store Shopper (user)
● LACMA Store vc Online Store
● AI(Categories/Menus/Navigation)
Questions
- What can be improved on the navigation?
- How to organize the categories?
Methodologies:
- Menus Analysis
- Online, Paper, Image Card Sorting
- Image Survey
- Competitor Analysis (Navigation)
● Online checkout process

11. Research & Analysis
● Museum Store Shopper (user)
● LACMA Store vc Online Store
● AI(Categories/Menus/Navigation)
● Online checkout process
Question
- How to improve the experience?
Methodologies:
- Task Analysis (buying a specific product)
- Competitor Analysis
(process/steps/forms/email)
- Mystery Online Shopper
- User Testing (checkout process)

12. Outcomes
● Shopping in Museum Stores is an
extension of the Museum experience
● Shoppers expects a similar
experience and products online and
offline
● The shopping experience do not
finish at the checkout (considering
e-mails as part of the whole user
experience)
● Categories and products organization
were not clear, causing confusion
● Issues with Navigation and Search
tool make hard to find products

13. Meu Carro Novo &
Jornal do Carro
Automobile Classified App
bit.ly/UXLM-MeuCarroNovoApp
Challenge
● Integrate both experiences Editorial
(Jornal do Carro) and Financing (Meu
Carro Novo) in a new Mobile App
"We want to make the users' life easier
when buying a car, turning their experience
more efficient, easier and better, helping
them buying better"

14. Research Goals
My main goal was to understand the
user behavior when buying a new car
and how they use News Media content
and Online Tools on their Buying
process.
Then being able to help to define
the best flow and main features for
the Mobile app in order to help the
user to accomplish it.
Tools

15. UX Process
Research & Analysis
Target: Young Brazilians Car Buyers
● 2ary Research, Survey & Interviews
● CCA & Benchmarking
● Persona & Scenario
● User Journey
Deliverables
● UX Research Results
● Defines Flow and MPV (features)
● Prototype video, images and icons choices
Role (team)
● UX Researcher; Contact with the client;
and Presentation

16. UX Process

17. Research & Analysis
● 2ary Research, Survey & Interviews
- Understand the User behaviour
and buying process
● CCA & Benchmarking
● Persona & Scenario
● User Journey

18. Research & Analysis
● 2ary Research, Survey & Interviews
● CCA & Benchmarking
- Understand how the other mobile
apps are solving the user
problem
● Persona & Scenario
● User Journey

19. Research & Analysis
● 2ary Research, Survey & Interviews
● CCA & Benchmarking
● Persona & Scenario
- Understand who is the new car
buyer
● User Journey

20. Research & Analysis
● 2ary Research, Survey & Interviews
● CCA & Benchmarking
● Persona & Scenario
● User Journey
- Understand the car buyer journey
and when the News Media and
Online tools are relevant in
this process

21. Outcomes & Findings
● Buyers research on internet before
buying
● Buyers check online car
stores/dealer reputation
● They use Social Media to consult
friends and family
● Would buy online and use app during
the process
● The advantage of this service being
mobile is the geolocation and ease to
contact the seller through the device
(WhatsApp, one-click call, Txt message)
https://www.youtube.com/watch?v=RHZlt
p76CaA

22. APM
Content and Services website
bit.ly/UXLM-AMP
Challenges
● Reorganize the content and Redesign
the website AI in order to let the
content being easier to be found
● Increase engagement through a more
interesting website and easy to use
"We have so many content and we feel the
user gets lost"
Here is the live website:
http://associacaopaulistamedicina.org.br/

23. Research Goals
The Agency came to me with a
predefined categories for new AI
and Content reorganizations.
I suggested them to get a step back
and understand the users' mindset
in order to reorganise the content
in a way that make sense to them.
Tools

24. UX Process
Research & Analysis
Target: Brazilian Doctors
● Pre Analysis
○ Data Analysis (GA)
○ Heuristic Analysis
○ Stakeholder interviews
● User Research (doctors)
○ Screening & Recruitment
○ Online Survey
○ User Interviews & Usability Test
○ Card sorting and Tree Testing
Deliverables:
● UX Research results
● Personas
● New AI, flows and wireframing
● New Taxonomy and content organization

25. Research & Analysis
● Pre Analysis
○ Data Analysis (GA)
○ Heuristic Analysis
○ Stakeholder interviews
- Understand the context and currently
situation
● Users (doctors)
○ Screening & Recruitment
○ Online Survey
○ User Interviews & Usability Test
○ Card sorting and Tree Testing

26. Research & Analysis
● Pre Analysis
○ Data Analysis (GA)
○ Heuristic Analysis
○ Stakeholder interviews
● Users (doctors)
○ Screening & Recruitment
- Real doctors from different places,
associated or not
○ Online Survey
○ User Interviews & Usability Test
○ Card sorting and Tree Testing

27. Research & Analysis
● Pre Analysis
○ Data Analysis (GA)
○ Heuristic Analysis
○ Stakeholder interviews
● Users (doctors)
○ Screening & Recruitment
○ Online Survey
- Understand online habits and what doctors
consider important to see in a Medical
Association website
○ User Interviews & Usability Test
○ Card sorting and Tree Testing

28. Research & Analysis
● Pre Analysis
○ Data Analysis (GA)
○ Heuristic Analysis
○ Stakeholder interviews
● Users (doctors)
○ Screening & Recruitment
○ Online Survey
○ User Interviews & Usability Test
- Understand the main issues on the AMP
website, what is missing etc
○ Card sorting and Tree Testing

29. Research & Analysis
● Pre Analysis
○ Data Analysis (GA)
○ Heuristic Analysis
○ Stakeholder interviews
● Users (doctors)
○ Screening & Recruitment
○ Online Survey
○ User Interviews & Usability Test
○ Card sorting and Tree Testing
- Understand how we should re-organize the
content and define taxonomy

30. Outcomes & Findings
● The doctors way to organise the content
was different from predefined by the
Association and Agency
● Content should focuses on Services,
Advantages of being Associated and
Educational material
● The Association activities are not that
relevant but associates want to
understand what APM have being doing for
them
● They are interested in closed groups and
collaborations
● They would like to have access to useful
tools and apps

31. FluidUI
Prototype Tool
Challenges
● Understand what features were missing
● Which features should be on the
roadmap
"We need to define what are the priorities
for the roadmap and define main features to
be competitive"

32. Research Goals
My main goal was to analyse users
feedback and understand which
features we should contemplate on
the new roadmap.
Tools

33. UX Process
Research & Analysis
Target: UXers, Designers and POs from Europe, US and Brazil
● Hipchat feedback Analysis
● User interview and Usability Test
● Online Surveys (clients and non-clients)
Deliverables:
● UX Research results
● Usability issues analysis
● Recommendations

34. Research & Analysis
● Hipchat feedback Analysis
- Understand feedback of currently users and
reasons for cancellation
● User interview and Usability Test
● Online Surveys (clients and non clients)

35. Research & Analysis
● Hipchat feedback Analysis
● User interview and Usability Test
- Understand feedback new users, currently
users and users who have canceled the
subscription
● Online Surveys (clients and non clients)

36. Research & Analysis
● Hipchat feedback Analysis
● User interview and Usability Test
● Online Surveys (clients and non clients)
- Understand what users expect from a
Prototyping tool and also understand the
positioning on the market

37. Outcomes & Findings
● News users start their experience excited
about the platform and features
● Bugs and poor library makes the user
don't want to upgrade or even to cancel
● Were identified specific UX and flow
issues
● Users don't see value to upgrade to the
paid subscription
● It is not clear the subscription is
annually

38. Crowdynews
Social Media Curation Tool
Challenges
● Identify UX needs for the company, run
projects and train people
(currently working on this project)
"We know we need to have UX on our process
but we don't know how"

39. Research Goals
I have identified different UX
needs for the company:
● New Platform Usability Test
● Identify Clients and User needs
● Feed Sales and Product teams
with insights from the clients,
users and market
● Make sure CSM/CS/Sales teams'
feedback are listened
● Provide studies which shows
application efficiency
Tools

40. UX Process
Research & Analysis
Target: NewsMedia companies and readers from Asia, Europe, US and
South America
● Stakeholders' Interviews
● Clients' Feedback Analysis (VOC)
● User Interview with CSM/CS/Sales team
● Internal Usability Tests
● Usability Test with current and potential Clients
● Clients' Cases Studies (heatmap, A/B Test, End-User
Interview)
● UX Workshops (internal)
Deliverables:
● UX Research results
● Clients' Cases Studies
● UX training and education
● Recommendations

41. http://uxpressocafe.com/#work
https://www.slideshare.net/lmaioli
http://blog.fluidui.com/author/lisandramaioli/
https://www.linkedin.com/in/lisandramaioli/