The HMH marketing team creates a product website to introduce teachers a new program. Teachers will then evaluate and recommend purchasing the program to the school or district.
The study is to validate the positive experience offer to help customers effectively evaluate HMH programs.
• 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 self-moderated usability 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 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 method and high-level questions
• Create task flows in Miro
• Write tasks and build test 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.