Brittney Johnson

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	<title>Brittney Johnson</title>
	<link>https://brittneyjohnson.com</link>
	<description>Brittney Johnson</description>
	<pubDate>Wed, 16 Apr 2025 17:45:39 +0000</pubDate>
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		<title>Brooklinen Generative User Research</title>
				
		<link>https://brittneyjohnson.com/Brooklinen-Generative-User-Research</link>

		<pubDate>Wed, 16 Apr 2025 17:45:38 +0000</pubDate>

		<dc:creator>Brittney Johnson</dc:creator>

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		<description>Brooklinen: Generative User Research Study 20242024-2025

test plan, interview script, moderated interviews, affinity mapping, experience mapping, analysis shareoutteam credits:Katie Schirmann


&#60;img width="1500" height="1196" width_o="1500" height_o="1196" data-src="https://freight.cargo.site/t/original/i/93c388859f19f880a14740261f6b3d0dc3c80dec2e581df303e97ed7a72620fc/GURmockup.gif" data-mid="229904938" border="0"  src="https://freight.cargo.site/w/1000/i/93c388859f19f880a14740261f6b3d0dc3c80dec2e581df303e97ed7a72620fc/GURmockup.gif" /&#62;
	

	PROJECT OVERVIEW
My colleague and I were tasked with conducting the 2nd annual comprehensive generative user research study of Brooklinen.com. The main goal of this research study was identifying new actionable user problems to solve for within the site journey and analyzing any shifts in findings from the previous year’s study. To begin, we prepared a test plan that explained our goals, research method, tools, recruitment plan, analysis, and reporting.
	

	TEST PLAN
&#60;img width="3629" height="1044" width_o="3629" height_o="1044" data-src="https://freight.cargo.site/t/original/i/6c987355c59267ebb0cb3cea0d46578dd7a8c9c3836d3b51f656e24bab78be5f/Test-Plan.png" data-mid="229905383" border="0"  src="https://freight.cargo.site/w/1000/i/6c987355c59267ebb0cb3cea0d46578dd7a8c9c3836d3b51f656e24bab78be5f/Test-Plan.png" /&#62;


	INTERVIEW SCRIPT
After aligning with leadership stakeholders on our high level plan, we needed to craft a unique set of interview scripts that would guide each of our fully moderated Zoom user interviews. While we did hope to receive usability feedback and insights on the entire site experience, we were asked to focus on the optimization of our PLP (collection pages) conversion, add to cart rate, and cart to checkout initiatives.


&#60;img width="4989" height="6003" width_o="4989" height_o="6003" data-src="https://freight.cargo.site/t/original/i/92c3ca140bca8cc31430d5768c27984cf151e5e74bedd6ad9685ae21d409cdb9/USERTESTING-PROSPECT.png" data-mid="229906454" border="0"  src="https://freight.cargo.site/w/1000/i/92c3ca140bca8cc31430d5768c27984cf151e5e74bedd6ad9685ae21d409cdb9/USERTESTING-PROSPECT.png" /&#62;
	

	CONDUCTING INTERVIEWS
30 Moderated 45min Zoom Interviews
1 Facilitator + 1 Note Taker
My colleague and I took turns as the facilitator and note taker of each interview. To analyze patterns in user behavior based on device type, we had half of our participants complete a shopping journey on a desktop and half on their mobile phone. We verbally guided each user through a scenario of shopping for bed sheets and used our script to ask questions and make observations of their behaviors along the way.

&#60;img width="1076" height="1202" width_o="1076" height_o="1202" data-src="https://freight.cargo.site/t/original/i/61a8052cc0c7c4225054f91df44c1d7f28284c8bef5cf8e5656d1a5ff981653b/Screenshot-2025-04-17-at-5.50.04PM.png" data-mid="230321831" border="0"  src="https://freight.cargo.site/w/1000/i/61a8052cc0c7c4225054f91df44c1d7f28284c8bef5cf8e5656d1a5ff981653b/Screenshot-2025-04-17-at-5.50.04PM.png" /&#62;
ANALYSIS: AFFINITY MAPPING
After each user interview, we compiled the raw notes written into stickies that could later be aggregated and grouped as emerging themes within the affinity mapping process. The stickies shown below are just a small sample of the hundreds of stickies we grouped by hand to craft our key insights presentation.
&#60;img width="8861" height="5378" width_o="8861" height_o="5378" data-src="https://freight.cargo.site/t/original/i/46f5497c3ce89d67866d9990722740a8c33cec48b6013dd8dbecf66b63c3562f/stickies.png" data-mid="230321649" border="0"  src="https://freight.cargo.site/w/1000/i/46f5497c3ce89d67866d9990722740a8c33cec48b6013dd8dbecf66b63c3562f/stickies.png" /&#62;

By collecting and synthesizing the qualitative data this way, we were able to identify the most prominent user problems; many of which gave us immediate ideas for how to improve a certain feature or experience within the website.
&#60;img width="32768" height="13620" width_o="32768" height_o="13620" data-src="https://freight.cargo.site/t/original/i/e4ee61078163d999d51eca764d1fa3be9118e4899fbbcdba9439ab8f1ce5d03e/full-affinity-maps.png" data-mid="230322814" border="0"  src="https://freight.cargo.site/w/1000/i/e4ee61078163d999d51eca764d1fa3be9118e4899fbbcdba9439ab8f1ce5d03e/full-affinity-maps.png" /&#62;ANALYSIS: EXPERIENCE MAP
This helped to pinpoint where along the user journey our research study participants were having the most trouble. It also resulted in a brainstorm for potential solutions to these specific user concerns.
&#60;img width="6380" height="10616" width_o="6380" height_o="10616" data-src="https://freight.cargo.site/t/original/i/d3a06d1e510484427ba283d5a6ee6707668f84f769cdad9e52b80ab45dfdb750/Experience-Map.png" data-mid="230323170" border="0" data-scale="82" src="https://freight.cargo.site/w/1000/i/d3a06d1e510484427ba283d5a6ee6707668f84f769cdad9e52b80ab45dfdb750/Experience-Map.png" /&#62;

PRESENTATION TO EXECUTIVE LEADERSHIP
Once we finalized our analysis, we began designing our presentation to share the outcome of our research study with our executive leadership team. We started by dropping our long list of identified user problems, desires, behaviors and themes into a google doc to share with our digital product team leaders. We went through all 30 Zoom recordings and edited clips that aligned with the UX themes we wanted to highlight. Finally, we refined a selection of the most impactful and easily actionable insights into our presentation deck.

&#60;img width="1500" height="1196" width_o="1500" height_o="1196" data-src="https://freight.cargo.site/t/original/i/facc16d710581167d868b0e9f13b1631e2b34943c0e0b4652acc3e25994ec666/GUR-slides-animation.gif" data-mid="230329346" border="0"  src="https://freight.cargo.site/w/1000/i/facc16d710581167d868b0e9f13b1631e2b34943c0e0b4652acc3e25994ec666/GUR-slides-animation.gif" /&#62;
TURNING LEARNINGS INTO SOLUTIONS
presentation --&#38;gt; brainstorm --&#38;gt; UX initiatves added to ecomm roadmap
I am very proud of all of the hard work that went into making this research study a massive success. Doing this foundational user research allowed my team and I to make informed recommendations on stakeholder UX/UI requests and ideas going forward. We constantly leverage the Baymard Institute’s robust library of UX case study research, but actual generative user feedback was crucial in getting user-centered initiatives added to our department’s roadmap.

	
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		<title>Brooklinen: All Bed All Bath</title>
				
		<link>https://brittneyjohnson.com/Brooklinen-All-Bed-All-Bath</link>

		<pubDate>Wed, 16 Apr 2025 17:45:39 +0000</pubDate>

		<dc:creator>Brittney Johnson</dc:creator>

		<guid isPermaLink="true">https://brittneyjohnson.com/Brooklinen-All-Bed-All-Bath</guid>

		<description>Brooklinen: All Bed + All Bath Pages2024-2025
test plan, competitive analysis, user research, module design, UX/UI, prototype, usability testing
 team credits:
Jacob Berry&#60;img width="1500" height="1169" width_o="1500" height_o="1169" data-src="https://freight.cargo.site/t/original/i/3f0945a54ec5d42ebe431ef81f4e9ae424bfb03342fef92c5f3f7dac05ef4ce4/allbedallbath.jpg" data-mid="230400839" border="0"  src="https://freight.cargo.site/w/1000/i/3f0945a54ec5d42ebe431ef81f4e9ae424bfb03342fef92c5f3f7dac05ef4ce4/allbedallbath.jpg" /&#62;
	
My colleague and I were tasked with designing the first “All category” pages for the Brooklinen site that would allow our users to better understand the full product offering.
The prominent design challenge of this project was to design an intuitive experience that didn’t rely on a filters feature—which was still out of scope at the time that the business needed these pages to launch.

DESIGN PROPOSAL
&#60;img width="1839" height="1298" width_o="1839" height_o="1298" data-src="https://freight.cargo.site/t/original/i/2a48b852d2b279689756de65cf8b4ac82471ea544960807e18b9ee024da248f3/allBathproposal.png" data-mid="230427930" border="0" data-scale="91" src="https://freight.cargo.site/w/1000/i/2a48b852d2b279689756de65cf8b4ac82471ea544960807e18b9ee024da248f3/allBathproposal.png" /&#62;


COMPETITIVE ANALYSIS

&#60;img width="7075" height="2424" width_o="7075" height_o="2424" data-src="https://freight.cargo.site/t/original/i/682e5c1c54525f079edc8af96db310b482fe3ece828b38dc38933ae3e5817dc1/competitive-analysis.png" data-mid="230400948" border="0"  src="https://freight.cargo.site/w/1000/i/682e5c1c54525f079edc8af96db310b482fe3ece828b38dc38933ae3e5817dc1/competitive-analysis.png" /&#62;

LOW-FIDELITY LAYOUT EXPLORATION
My colleague and I chose to divide + conquer by exploring early concepts for each of the page designs(I focused on All Bath). Once we had completed our design exploration, we combined forces to critique each other’s designs and use the learnings from both explorations to design the refined layout variations for each page together.

&#60;img width="7997" height="9582" width_o="7997" height_o="9582" data-src="https://freight.cargo.site/t/original/i/3dd6eac8f2485b9ca07f7817fa873495096f0709f74b15788176305198e0e31f/Sticker-Sheet.png" data-mid="230401244" border="0" data-scale="92" src="https://freight.cargo.site/w/1000/i/3dd6eac8f2485b9ca07f7817fa873495096f0709f74b15788176305198e0e31f/Sticker-Sheet.png" /&#62;

MODULE DESIGNIn the process of refining the experience of our All Bed and All Bath pages I designed new module concepts to enhance the page experience.The focus of these were to address well-documented user problems (confirmed in our generative research study) like:
-desire for clear product education
- desire for styling inspiration + mix/match guidance- desire to easily shop by category&#38;nbsp;

&#60;img width="1068" height="1802" width_o="1068" height_o="1802" data-src="https://freight.cargo.site/t/original/i/9a9fc494fba823e21b82d49fbed6839bba1353a4edd41253b0e8a3c3d1190906/Screenshot-2025-04-19-at-5.09.04PM.png" data-mid="230401345" border="0" data-scale="62" src="https://freight.cargo.site/w/1000/i/9a9fc494fba823e21b82d49fbed6839bba1353a4edd41253b0e8a3c3d1190906/Screenshot-2025-04-19-at-5.09.04PM.png" /&#62;
MODULE PRIORITIZATION + USABILITY TESTING
After presenting our layout + module design exploration for these pages, my colleague and I tackled two different aspects of finalizing our work. I focused on finalizing the designs of two new modules that would be used on these pages, and on providing my colleague with a set of high-fidelity mobile prototypes of the All Bath layout variations. With these prototypes he conducted a set of small-scale usability tests to see which layouts proved to be the most effective experience for users.


	&#60;img width="1662" height="1122" width_o="1662" height_o="1122" data-src="https://freight.cargo.site/t/original/i/dc869ab239595756239168334ba19489bde9c3888b5338662d96166d2fad0767/overview.png" data-mid="230427887" border="0"  src="https://freight.cargo.site/w/1000/i/dc869ab239595756239168334ba19489bde9c3888b5338662d96166d2fad0767/overview.png" /&#62;
&#60;img width="1660" height="1205" width_o="1660" height_o="1205" data-src="https://freight.cargo.site/t/original/i/866c0f9de53ed47c8e02f45477a265c9097cc87a4ac50e3beac4f2576a6e7f8a/overview-CC.png" data-mid="230427902" border="0"  src="https://freight.cargo.site/w/1000/i/866c0f9de53ed47c8e02f45477a265c9097cc87a4ac50e3beac4f2576a6e7f8a/overview-CC.png" /&#62;

	&#60;img width="3236" height="2024" width_o="3236" height_o="2024" data-src="https://freight.cargo.site/t/original/i/2fd740665bbdb5f8ea4e5a978b9c0f2c3c872e53cd0b0509ad83fbcef4c7e440/visual-category.png" data-mid="230427886" border="0"  src="https://freight.cargo.site/w/1000/i/2fd740665bbdb5f8ea4e5a978b9c0f2c3c872e53cd0b0509ad83fbcef4c7e440/visual-category.png" /&#62;
&#60;img width="3240" height="1562" width_o="3240" height_o="1562" data-src="https://freight.cargo.site/t/original/i/5093ad520c7f2870e055515337ec2c3805685df5110d18039a9fe3f08f1025d1/condensedcompare.png" data-mid="230427901" border="0"  src="https://freight.cargo.site/w/1000/i/5093ad520c7f2870e055515337ec2c3805685df5110d18039a9fe3f08f1025d1/condensedcompare.png" /&#62;


FINAL DESIGNS
All Bedding&#38;nbsp; &#124;&#38;nbsp; All Bath
Site performance impact: As of 4/2025 - Marketing team set to invest in more channels driving prospect users directly to these pages over other collections (PLPs) thanks to strong conversion rate, healthy click through rate and low bounce rate.

&#60;img width="1500" height="1169" width_o="1500" height_o="1169" data-src="https://freight.cargo.site/t/original/i/3f0945a54ec5d42ebe431ef81f4e9ae424bfb03342fef92c5f3f7dac05ef4ce4/allbedallbath.jpg" data-mid="230400839" border="0"  src="https://freight.cargo.site/w/1000/i/3f0945a54ec5d42ebe431ef81f4e9ae424bfb03342fef92c5f3f7dac05ef4ce4/allbedallbath.jpg" /&#62;


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