Waze
May 2018-March 2019
Contents
Usability Testing
Moderated, in person testing
Comparative usability test
Conducted a comparative usability test involving two different Waze Local website versions (old version vs new version; counterbalanced; within subjects)
Ran the test in Google’s Userplex test lab in NYC
Analyzed and synthesized data
Moderated, remote tests
Waze Local Website
Conducted a usability test on the Waze Local Website (redesigned version of the new website)
Ran the test using UserZoom (using their user panel)
Analyzed and synthesized the test using Affinity Diagramming, Realtime Board, Dedoose and Google Sheets
Waze Local Control Panel
Conducted a series of usability tests with expert users in NA, LATAM and EMEA on InVision prototypes of new Control Panel components
Ran the tests using UserTesting and Google Hangout
Analyzed and synthesized data
Unmoderated, remote tests
Waze Local onboarding wizard for SMB customers
Built various prototypes (sketch, Invision) for new design features of the Waze Local onboarding wizard for SMB customers
Conducted a series of usability tests for new design features to increase conversions
Ran the tests using UserTesting (using their user panel)
Analyzed and synthesized data
stakeholder interviews
Google’s HaTS surveys (user satisfaction surveys)
Set up HaTS surveys as layer above Google Surveys
Collaborated with engineers to insert the code as HTML tag in Google Tag Manager
Ran Intercept surveys on the Waze Local Control Panel
Analyzed surveys:
Statistical analysis of closed-ended rating question
Coded qualitative open-ended question
Takeaways and product recommendations
Presented results as website built with Google sites
Google Form surveys
Built surveys with conditional logic for expert users
Ran and analyzing surveys to gain insight into satisfaction with and pain points of redesigned Control Panel components
A/B Tests
A/B tests
Designed, implemented and executed many A/B tests in Optimize to test various hypothesis involving various product components
Website
Onboarding wizard
SMB Control Panel
Google Analytics
Google Analytics
Monitored Conversion funnel metrics
Monitored Various user metrics (location, platform, language, user type etc.)
Tracked A/B tests run with Optimize
Tracked goal completions
user profiles
User profiles
The user profiles inform the creation of a primary and several secondary SMB user personas.
Created user profiles for SMB Waze advertisers in North America based on:
Database queries of Waze SMB user database
Metrics from Google Analytics
Interviews with Waze Local sales reps and support
SMB market research with focus on US and Canada
UXR Management
Managed the user research activities of colleagues
Two colleagues from Operations and User Acquisition (in NYC and Tel Aviv) who spend 20% of their time on UX research and database queries of the Waze SMB user database.
Collaboration
Closely collaborated across various teams in the US, Brazil and Israel:
Product
Engineering
Marketing
Business analysts
Collaboration with the North America SMB sales team in Michigan
Got to know the team (site visit, shadowing of sales reps)
Set up a process to have sales team contact onboarding wizard dropout leads
Established communication channels between sales, product and engineering so that the sales team’s insights from close contacts with SMB customers loop back to inform product design
Involved the sales team in product development (beta testing, user interviews, established feature request flow from sales to product) to test new features and ideas and to make the best use of the team’s user requirements knowledge
Close collaboration with Google Partners
Phantom in England
Agabada in Israel