Driving Conversation with Concept Testing

Company: Questrade
Role: UX Researcher
Tools: UserTesting.com, Miro
Duration: 3 weeks
Team: Senior UX Researcher
Stakeholders: Product Manager, UX Designer

Project showcase laptop mockup
Project showcase laptop mockup

The Challenge

Questrade sought to improve conversion rates in their point-of-sale (POS) flow but faced uncertainty about which features would influence user trust and decision-making. The team needed insights into how customers would respond to specific features designed to build trust.

The Goal

Our goal was to evaluate key features in the POS flow and determine which would most likely build trust and improve conversion rates.

My Role

As an assisting UX Researcher, my focus was on conducting research in close collaboration with the Senior UX Researcher and Product Manager. I led usability sessions, gathered insights, and played a key role in synthesizing and interpreting data.

The Process

  • Stakeholder Alignment

    • Early in the project, I participated in discussions with the product team to define five key hypotheses about features in the POS flow. Each hypothesis was carefully crafted based on prior user behavior and business goals, with a focus on features thought to build trust. My role here was to ensure that the hypotheses were testable and aligned with both user and business goals.

  • Participant Recruitment

    • We selected 8 participants, aged 25-55, who were actively shopping for similar products online.

  • Moderated Usability Testing

    • I led half of the moderated sessions, ensuring participants could provide detailed feedback on the two primary features:

Insights & Analysis

  •  "I don’t know" Checkbox

    • While initially thought to help hesitant users, we uncovered through usability testing that participants preferred inputting accurate data rather than relying on this feature. Based on these findings, we recommended de-prioritizing the checkbox, focusing instead on features that enhanced clarity.


  • "What’s not included in coverage" Section

    • This feature garnered overwhelmingly positive feedback, reinforcing our hypothesis that transparency fosters trust. We recommended emphasizing this feature in the final design, as users directly linked transparency with their purchasing decisions.