1. N"I"K"I"""C"A"L"D"E"R"O"N"E"
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User"Experience"Research"Portfolio"
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About"Me"
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I’m$a$former$product$manager$who$found$my$true$
calling$in$user$experience$research.$$
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Known$for$my$empathy$and$compassion,$I$truly$
love$making$things$better$for$people,$and$have$a$
track$record$for$doing$so.$$
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I’m$passionate$about$learning$about$people$and$
love$uncovering$problems$and$opportunities,$and$
helping$to$shape$product$direction$and$strategy.
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Experience"
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I$have$over$four$years$of$experience$in$designing,$
recruiting,$conducting,$leading,$and$reporting$on$
user$experience$research$initiatives$in$fast>paced,$
agile$environments.$$
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My$findings$and$recommendations$continually$
lead$to$increased$business$value$and$measured$
improvements$in$user$experience$and$
satisfaction.$$$
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Experienced$in$product$management,$I$work$
closely$with$product,$design,$and$engineering$
teams$to$shape$product$direction$and$strategy$
through$my$insights.$
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Competencies"
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• Interviews$(stakeholder,$current$and$$
prospective$users)$
• Usability$testing"
• Listening$Labs"
• Product$strategy$and$development"
• Needs$assessment"
• User$journey$mapping"
• Contextual$inquiry$and$ethnography"
• Iterative$prototype$testing"
• Top$task$analysis"
• A/B$testing"
• Project$management"
• Product$management$$$$$$$$$$$$$$$"
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21>48$28
th
$Street$Astoria,$New$York$11105$
nikicalderone@gmail.com$
517.262.7477$
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Skills"
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• FullStory$
• Intercom"
• Sketch"
• InVision"
• MixPanel"
• Google$Analytics"
• HotJar"
• Qualtrix"
• Ethnio"
• Remote$testing$software$(GoToMeeting,$
Google$Hangouts,$Clearslide,$
UserTesting.com)"
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Hobbies"
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I’m$an$avid$runner$(it’s$the$best$way$to$start$the$
day!)$and$I$love$reading,$painting,$exploring$the$
city$with$friends,$learning$Italian,$and$visiting$
museums.$
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!! "
Porches$I$painted$for$my$boyfriend,$a$car$enthusiast!$
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2. S"E"L"E"C"T"""P"R"O"J"E"C"T"S"
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• Reonomy"Foundations*Search"Improvements""
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• Reonomy"Spotlight*Rapid,*Iterative"
Wireframe"Testing"
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• Reonomy"Spotlight*Los*Angeles*Ethnography$"
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• Reonomy"Spotlight*Los*Angeles*Beta"Testing""
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• Reonomy"New"Product"Concept"Validation""
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• AncestryDNA"DNA*Match"Listening"Labs""
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• Appendix"of"Assets"
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3. Reonomy"Foundations*Search"Improvements"
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1a$–$Google$Analytics$feature$audit$
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Problem"
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When$I$started$at$Reonomy,$our$product$was$
trying$to$solve$a$lot$of$problems$for$a$lot$of$
different$CRE$professionals,$so$we$couldn’t$
adequately$meet$the$needs$of$any$of$our$
customers.$We$needed"focus,$but$we$didn’t$know$
on$whom$or$what.$
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In$my$research$to$help$answer$this$question,$I$also$
discovered"a"need"and"opportunity$to$streamline$
the$search$and$discovery$process.$After$
implementing$my$recommended$product$
enhancements,$I$needed"to"validate$them$and$
understand$their$impact.
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1b$–$Before:$search$criteria$menu$and$results$
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Methods"
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First$I$conducted$a$feature"audit$using$Google"
Analytics$to$establish$a$site"usage$baseline,$
including$what$search$criteria$was$used$most$often$
and$what$data$was$viewed$most$often.$$
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I$found$the$majority$of$customers$most$frequently$
used$only$a$small$subset$of$a$vast$amount$of$
search$criteria.$From$there,$they$primarily$visited$
only$3$of$the$7$total$results$categories,$so$I$
hypothesized$these$criteria$and$results$should$be$
more$prominent$and$easily$accessible.$
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First$I$needed$to$validate$my$assumptions$and$
learn"the"“why”"behind"the"“what.”"Were$users$
searching$with$select$criteria$because$those$were$
most$important,$or$because$they$weren’t$aware$of$
other$options?$Did$they$only$need$those$3$results$
categories,$or$were$the$other$4$just$hard$to$find?$$
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We$needed$to$see$how$customers$naturally$ran$
searches$and$evaluated$results,$so$I$conducted$
Listening"Labs$with$5$participants.$I$learned$more$
about$their$work$and$task$at$hand,$and$then$asked$
them$to$try$to$find$information$they$were$looking$
for$that$day,$diving$deeper$to$understand$if$their$
behavior$was$or$wasn’t$typical.$
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1c$–$After:$search$criteria$menu$and$results$
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Results"&"Impact"
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In$addition$to$validating"my"assumptions"about$
making$the$most$frequently$used$search$criteria$
and$results$categories$more$prominent,$my$top"
findings"and"suggestions$from$the$Listening$Labs$
were:$
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• Separate$most$important$search$criteria$
from$the$rest,$group$into$“Basic”$and$
“Advanced”$categories$
• Display$“Basic”$criteria$by$default$
• Clean$up$results$UI$and$display$key$info$
from$top$3$results$categories$
• Change$site$“skin”$from$black$to$white$to$
reduce$eye$strain$–$users$frequently$used$
Excel$(note:$we$implemented$this$
improvement$after$the$initial$search$and$
discovery$improvements)$
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After$implementing"my"suggestions$I$monitored$
Google$Analytics$data$and$found$a$15%"increase"in"
weekly"searches$and$a$17%"increase"in"property"
discoveries.$I$ran$another$round$of$Listening$Labs$
to$further$verify$that$these$changes$were$positive,$
and$found$that$each$participant$reacted"
positively,$executed$searches$more$quickly,$and$
more$easily$found$needed$information.$

4. Reonomy"Spotlight*Iterative"Wireframe"Tests"
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2a$–$Initial$concept$sketch$
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Problem"
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In$previous$research$initiatives$I$discovered$a$need"
for"workflow"management$features,$which$we$
developed$into$an$entirely$new"product$to$meet$
our$business$goals$of$narrowing$product$focus$and$
increasing$revenue.$$
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This$new$product$would$allow$customers$to$search$
for$properties$and$their$owners,$create$
customized$lists$of$properties$of$interest,$take$
notes,$and$tag$them$by$project$status.$$
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Prior"to"alpha"testing$this$product,$I$needed$to$
determine"the"strengths"and"weaknesses$of$our$
early$flow$and$design$concepts,$choose$which$to$
proceed$with,$and$whether$they$sufficiently"met"
users’"most"pressing"needs.
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2b$–$Early$version$wireframe$
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Methods"
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We$needed$to$quickly$narrow$our$focus$and$meet$
our$tight$deadlines,$so$I$decided$to$conduct$rapid,"
iterative"wireframe"tests$of$multiple$versions$of$
designs,$increasing$fidelity$with$each$of$the$6$tests.$
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We$needed$to$evaluate"multiple"versions$of$the$
same$step$in$the$flow,$so$to$reduce"bias$I$shuffled$
the$order$these$were$presented$with$each$test.$$
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For$each$screen$I$asked$participants$for$overall$
thoughts$and$impressions,$what$action$they$would$
take,$what$they$would$expect$to$see$next,$how$the$
next$screen$compared$to$what$they$were$
expecting,$etc.$
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2c$–$Later$version,$higher$fidelity$wireframe$
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Results"&"Impact"
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Challenged$by$our$tight"deadline$and$needing$to$
quickly$focus$designs,$I$advised$removing$versions$
of$screens$after$only$3$participants$ruled$them$out.$
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My$top"findings"and"suggestions$were:$
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• Filter$lists$by$project$status$so$users$know$
which$properties$to$focus$on$
• Take$notes$and$tag$properties$from$search$
results$to$streamline$workflow$
• Change$notes$position$so$all$information$is$
visible$at$once$
• Create$“reminders”$to$follow$up$with$
property$owners$
• Allow$users$to$verify$owners$and$phone$
numbers$to$track$correct$info$
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After$each$test$we$implemented$the$changes$I$
recommended,$which$were$validated$in$the$next$
round$of$tests.$I$lead$the$team$to$meet"our"
deadline$of$launching$the$alpha$product,$allowing$
us$to$get$a$head"start"on"developing$and$
validating$early$concepts$for$beta$testing.
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5. Reonomy"Spotlight"L.A.*Ethnography"
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3a$–$Observing$a$participant$in$his$workspace$
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Problem"
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Originally,$Reonomy$Spotlight)was$exclusively$
available$in$the$NYC$CRE$market,$so$to$increase"
revenue$and$grow$the$business$we$were$planning$
to$launch$into$multiple"markets$across$the$US,$
with$Los$Angeles$being$first.$$
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To$understand"how"to"design,"build,"and"launch"
Spotlight$in$LA$we$needed$to$understand$this$
market$and$potential$customers$in$further$depth.$$
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We$were$starting"from"scratch$and$had$no$prior$
knowledge$of$the$LA$CRE$market$or$prospective$
customers$and$needed$to$deeply"understand$the$
market’s$nuances,$customers’$lives,$work$
environments,$workflows,$tools,$needs,$and$pain$
points.$Given$the$early$stage$of$the$project$and$the$
amount$of$information$we$needed$to$discover,$I$
decided$to$conduct$immersive,"ethnographic"
research.$
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3b$–$Participant$case$studies$
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Methods"
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To$lay"the"groundwork$and$establish"relationships$
with$the$6$ethnography$participants,$I$first$
conducted$remote"phone"interviews$asking$
participants$to$describe$themselves$and$their$
work,$daily$routines,$and$biggest$challenges,$
among$other$things.$
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I$then$travelled$to$LA$for$a$week,$spending$a$day$
with$each$participant.$I$started$each$day$by$having$
a$conversational"interview"with$participants$to$
get$further$acquainted,$understand$more$about$
themselves$and$their$work,$make$them$
comfortable,$and$set$the$stage$for$the$day.$$
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I$immersed"myself"in"their"dayYtoYday$touring$
their$offices$and$workspaces,$riding$along$with$
them$to$site$visits,$and$shadowing$them$as$they$
worked,$made$phone$calls,$and$attended$
meetings.$With$permission$I$took"photos"and"
videos,$and$kept$a$notebook"of"findings$relating$
to$my$research$questions$and$other$key$findings.$I$
ended$each$day$with$a$closing"conversational"
interview,$asking$follow>up$and$clarifying$
questions.$
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3c$–$Screen$from$final$presentation$
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Results"&"Impact"
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Obtaining"stakeholder"approval$for$this$project$
was$challenging,$as$they$initially$didn’t$understand$
the$importance$and$mandated$that$Spotlight$LA$be$
built$quickly,$based$on$our$NYC$customer.$I$
presented$the$value$of$this$research,$providing$
examples$of$similar$studies$and$results.$$
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My$top"findings"and"recommendations"were:$
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• Target$younger,$less$established$CREs$–$they$
had$most$need$for$Spotlight’s$owner$
information$to$build$their$book$of$business$
• Find$and$alert$users$to$new$properties$
based$on$proximity$to$scheduled$site$visits$
to$maximize$time$
• Heavily$focus$on$mobile$functionality,$as$
users$spend$majority$of$days$in$cars$
• Offer$enterprise$accounts$–$LA$CREs$
work$as$a$team$$
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Based$on$these$findings$and$recommendations$our$
product$director$built$LA$Spotlight’s$roadmap,$and$
I$helped$the$marketing"and"sales$teams$shape$
their$strategy$and$pitch$for$our$new$customers.$

6. Reonomy"Spotlight*Los"Angeles"Beta"Testing"
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4a$–$Screenshot$from$beta$usability$test)
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Problem"
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Tasked$with$the$goal"to"launch"Reonomy"
Spotlight*in"the"Los"Angeles"market,$I$conducted$
ethnographic$research,$developed$product$
concepts,$ran$rapid,$iterative$wireframe$and$
prototype$tests,$and$then$conducted$an$internal,$
closed$alpha$test.$$
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Through$these$research$initiatives$I$validated"our"
early"product"concepts"and"designs,$and$
uncovered$the$most$critical$bugs$and$UX$issues,$
which$our$team$then$fixed.$
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Prior$to$formally$launching$Spotlight)and$it’s$
marketing$and$sales$initiatives,$and$to$set$us$up$for$
a$successful$launch,$we$needed$to$further"validate$
that$the$product$adequately$met"users’"needs,$
ensure$ease"of"use,$and$verify$that$potential$
customers$would$adopt$the$product.$
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4b$–$Beta$testing$feedback$and$bug$log$
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Methods"
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Because$of$the$nature$of$potential$LA$customers$
we$knew$we$had$one$chance$to$get$their$
attention$and$successfully$launch$a$product.$Also$
given$how$critical$it$was$to$the$business$to$quickly$
gain$significant$traction$in$this$market,$I$needed$
to$make$sure$we$were$set"up"for"success.$
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I$determined$that$a$closed$beta"test$would$be$
best$for$obtaining$critical$feedback,$usage$data,$
and$insights$that$we$needed,$and$allow$us$to$
quickly$act$on$that$information$to$make$
improvements$and$validate$them.$Beta$testing$is$
best$practice$prior$to$new$product$launch,$but$it$
would$also$allow$us$to$fail$fast$and$learn$quickly$
in$a$“safe”$environment.$
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During$the$weeks>long$beta$period$I$monitored$the$
30$participants’$usage$with$Google$Analytics$and$
FullStory,$tracked$feedback$and"bugs$via$Intercom,$
emails,$and$phone$calls$with$participants,$and$
conducted$usability"tests$and$Listening$Labs.$I$
collected$and$organized$a$log$of$all$feedback$and$
bugs,$and$lead$daily$triage$sessions$with$the$PM,$
design,$and$engineering$leads$to$prioritize$work$
and$assign$tickets.$
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4c$–$Listening$Lab$research$guide$and$notes$$
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Results"&"Impact"
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Sales$pushed$to$either$charge$beta$participants$or$
pre>sell$Spotlight)access$to$immediately$drive$
revenue.$Either$scenario$would$threaten$the$
integrity$of$the$beta$test,$bias$results,$and$not$
answer$critical$questions$around$adoption,$so$I$
successfully$argued$to$keep$beta$access$free.$
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My$top"findings"and"recommendations$were:$
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• Map$and$zip$code$search$critical$for$launch$
• Increase$owner$contact$coverage,$accuracy$
• Alert$customers$to$new$properties$matching$
saved$search$criteria$
• Match$information$labels$with$LA$lexicon$$
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We$updated"and"reprioritized"our"product"
roadmap$based$on$my$findings$and$
recommendations,$but$ultimately$never$launched$
Spotlight$as$senior$leadership$decided$to$pivot$and$
increase$revenue$and$customers$by$addressing$an$
entirely$different$segment$of$RE$professionals.$Yet$
my$beta$test$was$a$success$in$that$I$educated"the"
team"of"its"value"and"importance$in$the$product$
development$process,$setting$us$up$for$future$
success$with$product$concept$development.$

7. Reonomy"New"Product"Concept"Validation"
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5a$–$Research$project$plan$and$interview$guide$
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Problem$
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We$just$pivoted$our$business$and$product$strategy$
and$needed$to$quickly$find$a$viable$way$to$
dramatically"increase"our"customer"base"and"
revenue.$$
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Based$on$market"sizing$and$a$competitive"
analysis$our$team$had$just$completed,$and$
insights$from$past"interviews$I$had$
conducted,$I$hypothesized$that$a$workflow$
and$contact$management$product$for$
residential$real$estate$agents$could$be$our$
answer.$
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Before$moving$forward$with$any$design$or$
development,$I$quickly$needed$to$validate$
that$with$this$product$concept$we$had$both$
problemYsolution"fit$and$productYmarket"
fit.$
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5b$–$Landing$page$with$HotJar$heat$map$$
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Methods$
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First$I$needed$to$more$deeply"understand$our$
potential$target$market,$and$validate"the"need$for$
a$workflow$and$contact$management$product$
among$residential$agents.$$
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I$decided$to$conduct$interviews$with$a$wide$range$
of$these$agents$across$the$country$–$15$
participants$in$total$–$as$this$is$best$practice$for$
uncovering$patterns$in$user$goals,$problems,$and$
needs,$and$would$initially$validate$or$invalidate$my$
hypotheses.$
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The$interviews$confirmed"my"theories$about$a$
need$for$workflow$and$contact$management,$and$
based$on$my$findings$I$outlined"top"value"
propositions$for$the$product$concept.$To$quickly$
test$these$and$further$validate$our$concepts$with$
more$confidence,$I$recommended"building"basic"
landing"pages$with$CTAs$and$A/B$testing$them$
against$one$another$by$marketing$them$in$various$
channels$and$measuring$conversion.$$
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5c$–$User$journey$map$(created$with$Sketch)$
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Results"&"Impact"
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Through$my$interviews$I$learned$about$our$new$
customer$segment’s$motivations,"goals,"needs,"
workflows,"and"problems,$which$I$then$used$to$
create"a"user"journey"map$and$presented$my$
findings$to$the$team.$
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Per$my$recommendations$and$based$off$of$my$
findings,$we$built$and$tested$multiple$versions$of$a$
product$concept$landing$page.$After$determining$a$
winner,$we$used$my$user$journey$map$to$develop,$
design,$and$vet$our$initial$product$concepts.$
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My$research$initiatives$allowed$us$to$quickly"
validate"and"refine"our$ideas$and$start$designing"
and"iterating"on"wireframes.$This$was$crucial$–$
and$respected$–$in$our$agile,$fast>paced$
environment$with$tight$deadlines."
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8. AncestryDNA"DNA*Match"Listening"Labs"
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6a$–$Recruiting$email$scripts$and$research$plan$
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Problem$
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The$Ancestry$DNA$product$team$had$just"released"
a"new"product$–$DNA)Match$–$to$a$small$
percentage$of$customers.$This$product$was$meant$
to$help$customers$discover$new$relatives$from$
DNA$matches,$learn$about$those$relatives’$
genealogy,$and$ultimately$to$grow$their$family$
tree.$
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The$DNA)Match)was$a$complex$concept,$and$we$
needed$to$understand"customers’"reactions$to$it$
and$if$they$understood$the$concept,$what$else$was$
unclear$and$how$we$could$clarify,$their$likes$and$
dislikes,$and$what$additional"features$were$
needed$and$why.$
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6b$–$Listening$Lab$session$notes$
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Methods$
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Given$that$we$needed$to$answer$general$questions$
about$the$value$of$the$DNA)Match$concept,$likes$
and$dislikes,$and$where$customers$stumbled,$I$
decided$to$conduct$loosely$guided$in>person$
Listening"Labs"with$a$mix$of$participants$who$both$
had$and$had$not$yet$seen$a$DNA)Match.$$
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I$chose$Listening$Labs$over$heavily$structured$
usability$tests$with$pre>set$tasks$because$they$
would$give$participants$greater$autonomy$to$
explore$the$product,$use$it,$and"react"to"it"as"they"
normally"would,$which$would$better$answer$our$
research$questions.$They$also$allow$for$more$
valuable$insights$and$discoveries,$as$they$don’t$
presume$to$know$how$participants$use$a$product.$
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By$testing$with$both$first>time$users$and$
experienced$users,$I$could$compare$results$of$both$
groups$and$initially$gauge"the"severity"of"usability"
issues,$which$better$allowed$me$to$recommend$
fixes$and$priority.$
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6c$–$Slides$from$final$presentation$
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Results"&"Impact"
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To$test$the$first>time$DNA)Match)experience$we$
granted$access$just$before$sessions;$however,$our$
first"participant’s"DNA*Match*didn’t"display."To$
ensure$the$session$and$our$participants’$time$
wasn’t$wasted,$I$asked$the$PM$to$troubleshoot$
while$I$asked$additional$introductory$questions,$
and$it$was$quickly$resolved.$My$top"findings"and"
recommendations$were:$
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• All$participants$saw$value,$but$didn’t$
immediately$understand$the$concept$
• Need$for$more$prominent$CTA$to$compare$
DNA)Match$to$trees$–$all$users$wanted$this$
but$didn’t$think$possible$
• Header$fonts$needed$to$be$bigger$and$
bolder$–$users$unsure$of$where$to$navigate$
• Change$save$icons$to$provide$more$clarity$
$
After$implementing$my$recommendations,$a$
second$round$of$tests$showed$all$participants$
quickly$understood$the$DNA)Match$concept,$
navigation,$and$how$to$save$and$compare$to$trees.$
Ultimately,$my$research$ensured"a"successful"DNA*
Match*release$to$all$customers.$$

9. Ancestry"Onboarding"Flow"Usability"Test"
"
! !
7a$–$Participant$screener$(created$with$Ethnio)$
$
$
Problem$
$
The$Ancestry$customer$acquisition$team$had$just$
designed$and$built$a$new"onboarding"flow$for$
first>time$customers,$and$the$PM$wanted$to$
evaluate"where"users"struggled$to$complete$the$
flow$and$sign$up$for$a$free$trial.$
$
The$flow$prompted$users$to$begin$building$their$
family$tree$with$their$mother$and$father’s$
information,$which$then$generated$immediate$
genealogical$record$“hints,”$enticing$users$to$sign$
up$to$get$access$to$those$records$and$further$
information.$
$
We$measured$the$conversion$rate$of$this$new$flow$
compared$to$the$old$one$and$found$a$slight$
increase,$so$we$needed$to$better"understand"user"
behavior$and$determine$where$improvements$
could$be$made$to$increase"conversion.$
$$
$
$
$
$
$
$
$
$
$
7b$–$Screen>by>screen$user$journey$
$
$
Methods$
$
Because$we$needed$to$test$the$flow$with$firstY
time"Ancestry"users,"I$needed$to$intercept$
participants$before$they$reached$the$onboarding$
flow.$I$built"a"screener"intercept"with"Ethnio,$
where$I$gathered$basic$demographic$information$
so$I$could$be$sure$to$get$a$diverse$range$of$
customers.$
$
I$decided$to$conduct$usability"tests$with$5$
participants,$where$I$tasked$them$with$completing$
each$step$in$the$onboarding$flow,$asking"clarifying"
questions"throughout.$$
$
Usability$testing$was$the$best$method$to$answer$
our$research$questions,$as$it$would$show$whether$
participants$could$successfully$complete$each$step$
in$the$flow$and$which$steps$were$in$most$need$of$
improvements.$By$asking$clarifying$questions$for$
each$task,$I$could$gain$deeper"insight"into"user"
behavior$and$better$recommend$improvements$
and$solutions.$
$
$
$
$
$
$
$
7c$–$Aggregated$user$journey$sparkline$
$
$
Results"&"Impact"
$
I$mapped"participants’"emotional"journey$at$each$
step$in$the$flow$to$visually$communicate$to$the$
acquisition$team$where$the$biggest$pain$points$
and$opportunities$were.$
$
My$top$findings$and$recommendations$were:$
$
• Display$mother’s$information$first$–$
majority$of$participants$more$familiar$with$
this$side$of$the$family$
• Make$it$optional$to$fill$out$either$mother$or$
father’s$information$–$most$participants$
didn’t$know$details$of$both$
• More$obvious$CTA$for$record$hints–$most$
participants$didn’t$notice$at$first$
• Display$additional$metadata$for$each$record$
hint$–$without$it$participants$are$unsure$of$
which$record$to$click$on$
$
The$acquisition$team$made"improvements"based"
on"my"recommendations$and$found$that$the$
conversion"rate"increased"by"6%,$and$time"spent"
in"the"flow"decreased"by"15%"(from$an$average$
total$of$10$minutes),$suggesting$that$customers$
found$the$flow$easier$to$complete.$$$$
$
$

10. A"P"P"E"N"D"I"X"""O"F"""A"S"S"E"T"S"
"
"
• 1a"–"Google"Analytics"Feature"Audit"
"
• 3b"–"Ethnography"Participant"Case"Study"
"
• 3c"–"Screen"from"Final"Presentation"
"
• 4b"–"Beta"Testing"Feedback"and"Bug"Log"
"
• 4c"–"Beta"Testing"Listening"Lab"Guide"
"
• 5b"–"Research"Project"Plan"
"
• 6b"–"Listening"Lab"session"notes"
"
• 7b"–"ScreenYbyYscreen"User"Journey"
$
$

14. LA#Spotlight#Beta#Testing
Listening(Lab(Guide
March(2016
1
INTRODUCTION
Thanks(for(taking(time(to(participate(in(our(study(—(I(know(you’re(busy,(so(I(very(much(
appreciate(it!(
Now(that(you’ve(had(some(time(to(start(using(Spotlight,(I(want(to(understand(what’s(working(
well,(what(can(be(improved,(what(you(find(most(useful(and(valuable,(and(what(you(don’t.
So,(I’d(like(to(ask(you(some(questions(while(we(look(at(Spotlight(together.(I’ll(share(my(screen(
with(you(and(give(you(control(of(my(mouse(and(keyboard.(Please(be(completely(open(and(
honest(as(we(go(—(you(really(can’t(hurt(my(feelings(or(make(me(feel(good(as(I(haven’t(
personally(worked(on(the(site.
Also(please(know(that(this(is(a(test(of(Spotlight(and(its(design(and(functionality.(It’s(not(a(test(of(
you(or(your(abilities(in(any(way,(and(you(can’t(say(or(do(anything(wrong.
Lastly,(just(so(I(can(take(a(look(back(later(for(notes,(I’d(like(to(record(your(voice(and(the(actions(
you(take(on(the(screen.(Is(that(ok(with(you?(I(won’t(share(the(recording(with(anyone(outside(of(
my(team.
[Record,)share)screen,)give)control]
GENERAL#QUESTIONS((
Before(we(start(going(through(Spotlight(I(have(a(few(background(questions(for(you:
O Overall,(how(are(you(feeling(about(Spotlight?(
O If(you(had(to(rate#your#overall#satisfaction(with(Spotlight(on(a(scale(of(0O5,(what(would(it(
be?((((
(0(=(very(dissatisfied,(5(=(very(satisfied)
O About(how#often(have(you(been(using(it(over(this(past(week?((
O When?(Why?((
O What(for?(Why?(
O What(have(you(been(using#most?(
O Why?(What(for?(Could(you(show(me?(

15. Product/Market-Fit
User%Research%Plan%-%Motivations%&%Needs
March%2016
-
Background
We%need%to%rapidly%expand%our%customer%base%across%markets%and%segments,%and%it%is%too%costly%and%difficult%
to%so%with%a%data-heavy%product%focused%on%ownership.%Previous%research%tells%us%that%workflow%management%
is%a%common%core%pain%point%across%a%few%markets%and%segments,%and%believe%it%could%also%apply%more%broadly.%
We%believe%workflow%management%tooling%could%be%our%key%offering%and%need%to%validate%our%hypotheses%and%
inform%our%product%direction.
Goals
Understand%target%customers’%motivations,%workflows,%and%most%pressing%needs%to%inform%MVP%features%and%
functionality.
Research-Questions
1. What%are%real%estate%professionals’%routines/workflows?%
2. How%do%they%currently%achieve%their%goals?%[Tools?]%
3. What%are%their%most%pressing%needs%and%biggest%pain%points?%
4. What%motivates%them?%
5. Do%Spotlight’s%workflow%functionality%and%features%meet%their%needs?%
6. What%minimum%data,%if%any,%is%absolutely%necessary?%
Method
Research%will%be%broken%into%two%phases:
1. Short%term:%%
- Interviews:%We%will%meet%remotely%with%15-20%participants%for%roughly%an%hour,%spending%the%
first%30%minutes%interviewing%participants%with%conversational,%non-leading%questions%
centered%around%research%questions%#1-5,%and%spend%the%second%30%minutes%walking%through%
wireframes%and%prototypes,%gathering%impressions%and%feedback%to%answer%research%
question%#6.%
- Honeypot%landing%page%(see%here%for%more%information)%
2. Long%term:%To%gather%deeper%insights%we%will%conduct%ethnographic%field%studies%and%contextual%
inquiries,%i.e.%observing%participants%in%their%natural%work%environments.%This%may%include%(but%is%not%
limited%to)%touring%participants’%office%and%work%spaces,%riding%along%to%and%from%meetings,%observing%
canvassing%workflows,%listening%in%on%calls%with%clients%and%meetings%with%colleagues,%etc.%Throughout,%
we%will%ask%participants%relevant%clarifying%and%follow-up%questions.%
Participants
Participants%will%be%a%broad%mix%of%seekers%across%markets%who%need%to%find%and%manage%real%estate%
opportunities.%(See%here.)%(Note%that%determining%participants%is%partially%dependent%on%market%sizing.)
- Mix%of%real%estate%seekers:%including%ISBs,%debt%&%mortgage,%resi,%and%leasing%brokers;%others?%
- Mix%of%markets:%possibly%Boston,%Washington%D.C.,%Austin,%San%Francisco,%Seattle,%Denver,%etc.%
Schedule%(for%short%term%research;%ethnographies%will%be%ongoing)
- Recruiting%begins:%TBD%
- Interviews%conducted:%TBD%
- Findings%delivered:%TBD%

16. DNA$Match$
Listening(Lab(Notes(
December(2014(
( 1(
User(name:(Danni(
Date:(12/9/14(
(
Pre-Interview$
$
9 How(long(have(you(been(doing(family(history(research?(
o Have(been(actively(researching(since(teenage(years((15)(
9 How(did(you(get(started?(
o Her(grandparents(were(LDS,(went(over(to(their(house(in(summer(when(young((7,8,9)(and(
spend(summer(with(them(–(as(part(of(church(work(would(do(transcription(and(do(their(
own(genealogy;(they(introduced(her(to(it(
9 How(often/long(do(you(typically(spend(on(this(per(week?(
o Spend(at(least(an(hour(a(day(on(average,(on(weekends(it(will(be(much(more(
(
Pretty(knowledgeable(about(usability((F(pattern(of(looking(at(websites)(
(
Header((green(text)(–(noticed(it(but(it(didn’t(register(so(glossed(over(and(went(to(the(meat(of(the(page,(if(I(
had(read(that(it(would(have(given(me(a(better(sense(of(what(I(was(looking(at”(–(now(having(read(the(green(
descriptor(text,(she(expects(this(info(to(be(representing(member(trees,(so(would(make(me(cautious(of(
being(able(to(attach(any(sources(or(people(
(
Overall(loves(cleanliness(of(the(site(
(
DNA$Homepage$
$
$
$
(
DNA(Circles:((
9(Has(contacted(people(in(her(circles,(has(been(very(
helpful(–(it(was(overwhelming(and(difficult(to(look(
at(all(matches(
9(Primary(interest(in(Circles(was(to(see(how(they(
matched,(if(shared(common(ancestor,(then(to(
contact(them(and(see(if(they(had(info(she(didn’t(
have(or(if(they(could(share(anything(–(primary(
reason(to(contact(people(
9(Didn’t(expect(any(of(these(people((circles)(to(show(
up(–(was(“shocked”(that(these(were(her(circles,(
thought(most(research(had(been(done(on(Conwell(
and(Schlosser(and(hadn’t(thought(to(go(into(
Poffenbarger(
9(Trying(to(get(sources(and(make(sure(citations(are(
correctly(done(and(documented,(wants(to(verify(the(
work(other(family(members(have(done(on(these(
people((connected(to(primary(resource,(supporting(
document)(
9(Hadn’t(done(much(research(into(Poffenbargers(
(part(of(family(that(her(family(doesn’t(have(much$
(

17. DOING THINKING FEELING
DELIGHTED
FRUSTRATED
NEUTRAL
CONFUSED