Mixed Methods Generative Research
Survey & Interviews For Feature Generation
Characterizing GoodRx’s customers to inform segmentation and help increase engagement with future features and experiences
My Role
- Project lead, UX research strategy, client lead
- Plan and coordinate research activities, analyze data, create reports/video summaries, create persona and user journey documents
Survey
Distribution
Intercept users on GoodRx site using UserZoom
Capture demographic profile, site behavior profile (frequent, occasional, rare)
N=903
Session Design
We asked participants about demographic information, income and financial comfort, household composition, deal-seeking behavior, general health and prescriptions, health proactivity & adherence, tech savvines, and use of GoodRx
We offered survey participants the opportunity to participate in follow-up 1:1 interviews
In-depth 1:1 Interviews
Recruit
Follow up with survey participants who opted-in
Recruit a mix of demographic and behavioral profiles, focusing on core users and healthcare professionals
N=17
Session Design
Discussion of basic profile, health information, purchasing behaviors
Deep dive on information seeking, healthcare priorities, technology use, and GoodRx use
Incorporated a participatory design activity to help users articulate their shopping preferences, healthcare priorities, and app usage
Analysis & Synthesis
We used the quant data from the survey to identify bigger picture relationships between user profiles, user behaviors in general, and the use of and attitudes toward GoodRx. The qual data helped us understand deeper rationale and motivations behind those behaviors and attitudes and gave us a richer understanding of how users perceive their relationships with GoodRx. We synthesized these findings into personas, and created a report summarizing each persona and its corresponding design implications.
We also created summary documents for additional insights uncovered during the research, such as surprising influencers and general usability feedback that participants provided.
We conducted a design thinking session to socialize the findings with the broader GoodRx team and helped them incorporate the insights into future product planning by mapping proposed or new features/functionality to specific persona needs.
Artifacts & Outcome
In addition to an overall results and strategy report, we included insights and design implications for specific features GoodRx was exploring at the time.