Capterra Shortlist Research & Testing
Research, Brand & Website Redesign
Capterra Shortlist Research & Testing
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Role
Lead Product Designer
Team
Project Manager
Development Team
Marketing & Brand Team
SEO Team
Timeline
3-6 months
Tools
Skills Used
Design Thinking & Workshops
User Testing & Analytics
Prototyping
Development Hand off & QA
Stakeholder Interactions & Management
Key Results
Figma
UserTesting
Dovetail
Jira & Confluence
User testing sessions & analytics
Uncovered critical branding opportunities to educate and enhance Capterra’s Proprietary Branded Tool: the Shortlist Grid.
The Capterra Shortlist
At Gartner, I took charge of Capterra, specifically spearheading the Capterra Shortlist—our exclusive branded product. The Shortlist is a meticulously curated selection of top-tier products within specific categories, guiding users in their software purchasing decisions. As the lead designer, I led user testing, research, and prototyping, overseeing the entire product life-cycle in collaboration with talented teams: Development, Project Management, SEO, Brand, Data and Reviews.
Key Highlight:
✅ Orchestrated and executed targeted user testing sessions, uncovering critical branding opportunities to educate and enhance Capterra’s Proprietary Branded Tool: the Shortlist Grid.
When I was assigned to improve the Capterra Shortlist, I immediately delved into research mode: thoroughly analyzing the current page, conducting competitor analysis, performing heuristic evaluations, and identifying user pain points. I meticulously documented each issue in Jira and coordinated with the development team to expedite updates.
In collaboration with the research team, I developed the Software Buying User Journey, establishing it as a cornerstone for all future research, testing, and ideation phases. This User Journey outlined critical stages in a user's software purchasing process, with my primary focus on the Research and Evaluate Top Contenders phase.
User test findings revealed a strong demand for detailed information on how Capterra's Shortlist data was collected and the team behind that data. In response, I strategically redesigned the Information Architecture, navigation, and pages to create a comprehensive branded section that transparently showcased our research team and methodology.
User Testing
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Conducting, Reviewing & Tagging
I spearheaded the creation of a comprehensive research script, detailing the scope, timeline, assumptions, hypotheses, objections, questions, and key results; then conducted user tests, meticulously reviewing and tagging feedback videos.
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Processing & Synthesizing
I then processed and synthesized this data in Dovetail, enriching our research repository with key findings and recommendations.
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Generating Recommendations
I presented these insights and recommendations to internal stakeholders, driving informed decisions and advancing to the next iteration phase.
Wireframing
During the ideation phase aimed at simplifying users' software buying decisions, I led several UX workshops with internal stakeholders. These sessions generated numerous ideas, providing a strong foundation for my wireframing phase. I guided these workshops, harnessing insights and developing various approaches to create wireframes, which I then presented to the team for iterative improvement.
Prototyping
While developing the Proprietary Branded section of Capterra, I spearheaded user testing on various prototype versions. By conducting live A/B testing on the site and tracking analytics, I recorded the performance of different variants. Additionally, I carried out user testing through UserTesting to gather qualitative data, extract valuable insights, and enrich our research repository using Coda and Dovetail.
Key Findings & Wins
✅ Increase in time on page by 17%
✅ User understanding of product position on the grid and product card increased
✅ User satisfaction of visual display increased by 90%
✅ Bounce rate decreased by 14%