TGI Friday's

UX Research Plan for TGI Friday's Home Web Page

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Objective:

To enhance the user experience on the TGI Fridays home web page by understanding user needs, behaviors, and pain points, and to provide recommendations for improving navigation, engagement, and overall satisfaction.

Research Goals:

1. Identify key user tasks and how efficiently they can be accomplished on the homepage.
2. Understand user satisfaction and pain points with the current homepage design.
3. Gather insights on user preferences for content layout, visual design, and interactive elements.
4. Evaluate the effectiveness of call-to-actions (CTAs) and menu navigation.

Research Questions:

1. What are the most common tasks users want to accomplish on the TGI Fridays homepage?
2. How easily can users navigate the homepage to find information about the menu, rewards, and locations?
3. What elements of the homepage do users find most engaging or frustrating?
4. How do users interact with the re-order and rewards sections?
5. Are the CTAs clear and compelling enough to drive user actions?

User Interviews:

‍Participants: 8-10 users who frequently dine at TGI Fridays.

Questions:

• What information are you usually looking for when you visit the TGI Fridays website?
• Can you describe any challenges you've faced while using the website?
• Which sections of the homepage do you find most useful?
• How do you feel about the layout and design of the homepage?

Usability Testing

‍Participants: 10-15 users, a mix of new and returning visitors.

Tasks:

• Find and view the menu.
• Re-order a favorite dish.
• Check the rewards points and available offers.
• Locate the nearest TGI Fridays restaurant.
• Explore happy hour deals and delivery options.

Metrics:

• Task completion rate.
• Time on task.
• Number of clicks to complete a task.
• User satisfaction ratings (post-task).

Surveys:

‍Distribution: Online survey to a broader audience.

Questions:

1. How often do you visit the TGI Fridays website?
2. How would you rate your overall experience with the homepage?
3. What features or information would you like to see added or improved?
4. How likely are you to use the online re-order and rewards features?

Heatmap Analysis:

Tools: Use tools like Hotjar or Crazy Egg to track user interactions.

Focus Areas:

• Click patterns on the homepage.
• Scroll depth to see how far users navigate down the page.
• Attention hotspots to identify which elements capture the most interest.

Data Analysis:

1. Compile qualitative data from user interviews and usability testing.
2. Analyze quantitative data from surveys and heatmaps.
3. Identify common themes, user pain points, and areas for improvement.

Recommendations:

• Based on the research findings, provide actionable recommendations for enhancing the homepage design.
• Suggest improvements in navigation, content layout, visual appeal, and interactive elements.
• Prioritize recommendations based on user needs and potential impact on user experience.

Deliverables:

• Research Report: Detailed findings from user interviews, usability testing, surveys, and heatmap analysis.
• UX Recommendations: Specific suggestions for improving the homepage design.
• Wireframes/Mockups: Visual representations of the proposed changes to the homepage.

Portfolio Project Documentation:

Project Overview:

A UX research project aimed at understanding user behavior and preferences on the TGI Fridays homepage to provide recommendations for a more engaging and user-friendly design.

Process:

1. Planning: Defined research objectives, goals, and questions.
2. Execution: Conducted user interviews, usability testing, surveys, and heatmap analysis.
3. Analysis: Compiled and analyzed data to identify key insights.
4. Recommendations: Provided actionable suggestions for improving the homepage.

Outcome:

• Improved navigation and content layout.
• Enhanced user engagement with clear and compelling CTAs.
• Increased user satisfaction with a more intuitive and visually appealing homepage design.

Reflection:

Through this project, I deepened my understanding of user-centered design and the importance of data-driven insights in enhancing the user experience. The research findings and recommendations contributed to a more effective and user-friendly homepage for TGI Fridays.

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