WebQuiz
Remote
WebQuiz is a Trivia Marketplace that connects players and trivia authors. It is a paradise for brain geeks who enjoy intellectual content and like to learn new things in a fun way.
Overview
This case study explores user research aimed at increasing engagement and attracting more visitors, questioning whether viral quiz sharing is the key strategy.
About WebQuiz
WebQuiz.net is a platform offering a variety of interactive quizzes and trivia across topics like movies, music, and literature. Run by a small team of passionate quiz enthusiasts, the platform is now focusing on incorporating user-driven insights to enhance engagement and improve the overall user experience, having not previously conducted user research.
Team
This challenge was tackled with Alyona Grygorenko, Product Manager on the WebQuiz team, combining expertise to solve issues, generate solutions, and drive impactful improvements.
Deliverbles
Survey Results (66 responses)
User Interviews and Moderated Testing raw materials and results (17 in total)
Research-based User Persona and Customer Journey Map
Hi-fi Designs and Prototypes (desktop & mobile) for 18 tested flows, plus additional designs. Average Single Usability Metric - 88%.
Pitch Deck summarizing the project, key results, and recommendations
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WAU
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Avg Adoption
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Week 8 Retention
Research
After the project kickoff, we defined our research strategy and objectives, prioritizing an in-depth understanding of our target audience and their challenges.
01
Survey
We launched an online survey via WebQuiz’s Telegram and email, gathering 66 responses. From these, we selected 10 participants for in-depth interviews, which provided valuable insights into user preferences, content needs, and usage patterns. This helped us better understand their challenges and refine our approach.
Deliverables:
User preferences for content and channels.
Feedback on quiz mechanics and alternatives.
10 respondents for interviews & testing.
Days
Questions
Participants
02
Remote Interviews & Moderated Testing
Based on the survey results, we crafted an interview script with 11 essential and two optional open-ended questions. These questions, paired with usability tasks and a SEQ, helped us explore users' habits and experiences. Remote interviews with ten users provided insights that guided the design refinement.
Ideation
04
Pain Points Prioritization
We prioritized pain points based on their impact, persistence, and frequency.
Key issues shortlist included:
Mismatch in shared quiz message templates.
Result pop-up blocking access to answers.
Lack of leaderboard transparency, making ranking unclear.
"Share" button hard to find on desktop.
These were the key areas to address in order to enhance user experience and engagement.
05
How Might We
We used How Might We statements to transform each pain point into a clear, actionable question, encouraging ideation and ensuring a focused approach to solution development.
Design
07
Usability Testing
After defining the "How Might We" statements, we moved to ideation, where I led the design and prototyping phase. The goal was to bring concepts to life and test them with users.
Usability testing aimed to:
Validate prototype hypotheses with real users.
Refine prototypes based on feedback.
We recruited users for testing from both our previous interviews and the respondent pool gathered through survey results.
08
Usability Testing Results
We conducted 7 usability tests and concluded testing once we began to see consistent results.
Based on the insights gathered, we proposed improvements to the results pop-up, leaderboard design, and other refinements. Using the Standardized Usability Metric (SUM), which measures task completion, time on task, user satisfaction, and error rate, we confirmed that all user flows met usability standards.
09
Key recommendations
Optimize Funnel
Focus on Website Transition, Quiz Selection, and Quiz Sharing to simplify the user journey and boost engagement.
Drive Traffic and Encourage Quiz Sharing
Expand sharing options (e.g., challenges), collaborate to attract more users, and highlight user comments. Use concise formats with embedded links to drive traffic to the site.
Iteratively Improve UX/UI
Streamline quiz flows, ensure cross-platform consistency, and enhance analytics to track shares, return visits, and sign-ups.
Reflection
10
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WAU
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Avg Adoption
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Week 8 Retention
In conclusion, the true value of this project extended beyond improved metrics. Direct contact with users inspired the WebQuiz team, fueling creativity and strengthening their connection to the work. This user-driven approach sparked innovation, giving the team a renewed sense of purpose and ultimately driving better results.
