Waze

May 2018-March 2019

 
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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 

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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

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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

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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

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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

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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.

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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

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