At Applecart, we are committed to refining our Audience Management workflow to create a seamless and intuitive experience for our users. To validate our design decisions, we conducted a usability test via Maze.co, gathering direct feedback from stakeholders. Here’s what we learned.

‍

Key Findings

1. Overall Workflow Logic Is Adequate but Needs Refinement
   • Participants rated the logical flow of the Audience Creation and Activation process at an average of 7.3/10, indicating general clarity but room for improvement.
   • The ratings clustered in the 6-9 range, suggesting that while the structure is mostly intuitive, certain elements could be optimized for better comprehension.
2. Challenges with Marking an Audience as Approved and Activated
   • This task scored an average ease rating of just 3.7/10, with 67% of users rating it as “Somewhat Easy” and only 33% finding it intuitive.
   • While the success rate for completing the task was 100%, a 27.3% misclick rate indicates friction in navigation.
3. High Drop-off Rates in the Review & Approval Flow
   • The Review & Approval process had a 50% drop-off rate, revealing significant usability challenges.
   • The misclick rate was 29.5%, suggesting that users struggled to find or interact with the correct UI elements.
   • Navigation analysis showed multiple instances of re-navigation, indicating uncertainty in user decision-making.
4. Creating a New Audience Draft Needs Better Clarity
   • The process of creating a new draft audience scored an average ease rating of 3.3/10, with 67% of respondents selecting “Somewhat Easy.”
   • Despite an 85.7% success rate, a 14.3% drop-off and 45.5% misclick rate highlight inefficiencies in UI interactions.

‍

Key Takeaways & Next Steps

1. Reduce Friction in Approval & Activation
   • The high misclick rate and low ease-of-use scores indicate that the approval and activation process is not as intuitive as it should be.
   • Action: Improve button placement, introduce clearer affordances, and explore inline guidance.
2. Streamline the Review & Approval Flow
   • The high drop-off rate (50%) suggests users may not fully understand the necessary steps.
   • Action: Clarify the workflow with better step-by-step progress indicators and reduce unnecessary navigation loops.
3. Improve Draft Audience Creation UX
   • The high misclick rate (45.5%) implies that users may struggle to locate or complete form inputs.
   • Action: Refine the form structure, enhance visual hierarchy, and consider reducing the number of required steps.
4. Conduct Iterative Testing
   • Given the identified pain points, further usability tests should focus on specific task completion rates, time on task, and error patterns.
   • Action: A/B test revised UI components with a focus on reducing cognitive load.

‍

Conclusion

This usability test provided invaluable insights into the strengths and weaknesses of our current Audience Management workflow. While the overall logic is sound, key areas like approval, activation, and draft creation need optimization to ensure a seamless user experience.

As we continue refining this workflow, user feedback will remain central to our decision-making process. Stay tuned for updates as we implement these changes!

‍