Understand how consumers truly interact with your products and services across all touchpoints. We uncover the holistic view of the user experience—from website navigation and mobile interfaces to product usability and service interactions—identifying what works, what creates friction, and where opportunities exist to improve satisfaction and drive desired behaviors. Our approach examines the complete user journey, revealing specific pain points and optimization opportunities that impact conversion, retention, and loyalty.
A well-received, respected and valued government service that provides parents with a reputable source for child nutrition had an opportunity to enhance program participation and make it more engaging for current and prospective recipients. A key area of exploration was to understand the wants and needs of participants and non-participants within a text messaging program, with the goal of alleviating pain points and increasing retention.
Our client sought to understand how participants interacted with brands, companies and programs via text and other communication types. Objectives included discovering likes and dislikes of text messaging programs in general, exploring the types of information participants wished to receive via text message, understanding the role of text messaging and potential texting communications, learning preferences for message frequency and discovering information participants wished they had when first enrolling.
Our research among program participants, currently pregnant participants, and program-eligible non-participants revealed the instant credibility of the program, on par with pediatricians for child care and nutrition. This dynamic provided latitude for the messages they could send, even if not strictly nutrition-related. The research confirmed a high-level acceptance, with respondents indicating all suggested text messages would be acceptable coming from the government program.
Our informed strategy focused on using text messaging for highly valued, timely and relevant communications. Text message design elements were refined, as were specifics of a two-way communication program. This helped design communications specifically for eligible non-users. The resulting optimization ensured that the text messaging was used effectively for timely reminders and essential program access information.
