HMH Into Reading Sample Options.

Background

The HMH marketing team creates a product website to introduce teachers to a new program. Teachers will then evaluate and recommend purchasing the program for the school or district.
The study is to validate the positive experience offered to help customers effectively evaluate HMH programs.

Goals:

•  Assess if the choose-your-own-adventure, offering is a more effective path than a prescribed, linear path

•  Ensure we're using the correct terminology for customers so they can effectively identify and access the resources in order to evaluate the program.

  • Online unmoderated Userzoom test. Participants are asked to “think out loud” test audio and screens are recorded.

    Link to access Sampler PDFs

    Link to access to the online Program Sampler

    Credentials to sign into the Education platform and the view program

  • Independent Reviewer - interested in learning about program options

    Committee Member - on a committee for an adoption and has encountered a sales presentation

    Decision Maker - final decision stage of a committee decision and needs to review within the next 2 days

    N= 31

  • Recruit participant segments

    Collaborate with Marketing to determine test methods and high-level questions

    Create task flows in Miro

    Write tasks and build tests in Userzoom

    Analysis

    Deliver report

  • Marketing added a short video to the website with instructions of where to start and directions.

    The results validated Marketing’s choose-your-own-adventure strategy that allows teachers to select which path suits their needs to evaluate the program.