A global technology company needed to understand user mental models of their customers. Markets included: India France Germany Poland Spain Italy UK
1. Understand how different mental models interact with different product areas
2. Determine areas of overlap and distinction between mental models
Bold Insight partnered with six partners within the UXalliance to conduct research across seven global markets. In each market, participants were recruited across a range of ages, education, gender, employment, and tech literacy. Remote, one-on-one in-depth interviews were conducted with participants to discuss their perspectives on and approach to interacting with technology online, and with the client product.
This research provided insight into the mental models with which users interact with online tools. From analysis and reporting from each market, our client was able to understand how mental models prompted user choices when interacting with their product and could identify areas for improvement throughout the user journey and experience.
