As it turns out, understanding what motivates users of various forms of digital media isn't a skill that only benefits those seeking a profit. Helen Keller International, a non-profit that strives to improve and enrich the lives of those living with vision impairment, recently won an award, directly stemming from the company's ability to assess the needs of their site users and meet them. Company spokespeople noted that they had used ordinarily used metrics before, such as those available from Google, to good effect prior to the winning of the award. However they believed they could do better. The key, as it turned out, was to go to the source. By getting the skinny from users in person, through polling, or via other creative means, they got a real handle on what their users wanted from their site.

Key Takeaways:

• The nonprofit Helen Keller International was awarded a grant of pro bono studies through UserTesting's OneWorld program.
• According to Andy White of Helen Keller International, Google Analytics is useful, but doesn't always explain the “why” questions.
• Direct feedback from their target audience helped them to understand when to adjust messaging and when to alter UI or UX.

“Hearing directly from our target audience allowed us to immediately identify points of friction or frustration in the user experience.”

Read more: https://www.usertesting.com/blog/success-story-how-helen-keller-international/