Project Brief
Investigating why users abandoned the commercial document package experience before download.
3 months post launch, I led moderated research to identify where confidence broke down and how the workflow could better support architects, contractors, and specifiers.
UX Research
Post-release Research
Moderated Testing
B2B Experience
Research Synthesis
Product Strategy
Role
UX Researcher
Method
Moderated user testing with commercial contractors & architects
Company
GAF, commercial roofing and building materials
Problem Space
78% of users who start to build a document package abandon before download.
Research Goals & Approach
Testing whether drop-off was caused by usability friction or a value gap.
I structured the research around competing explanations: were users struggling to navigate the interface, or did the customization process not feel valuable enough to complete?
01 Confidence
Identify where users lost trust in their selections or the final package.
02 Decision Support
Learn what information users needed to make informed product choices.
03 Workflow Clarity
Understand whether the step-by-step flow supported how professionals work.
04 Value
Determine whether users valued customization or preferred a simpler download.
Key Findings
The issue was not lack of value. It was lack of confidence.
Users saw value in the package builder, but confidence broke down when they could not verify selections, compare options, or understand the workflow clearly enough to proceed.
Architects & Specifiers
Needed technical validation before making selections.
Decision Support
Users wanted inline specs such as R-values, thickness, fire ratings, data sheets, and key product details.
Material Comparisons
Users wanted to compare product options side by side without leaving the workflow.
Visual Verification
Visuals were used to verify technical details, not just to decorate the interface.
Contractors
Needed speed, efficiency, and workflow logic that matched the field.
Reduced Click-tax
Power users felt the step-by-step flow was too slow for frequent submittal work.
Assembly Logic
Contractors expected the sequence to better match how a roof system is actually built.
Internal Folder Baseline
The tool had to compete with existing internal document libraries and rep-driven workflows.
Shared Finding
Both audiences needed more confidence before download.
Review Step
Users wanted to verify what was included before committing.
Progress Visibility
Users wanted clearer orientation through the multi-step process.
Smart Logic
Users expected the tool to guide compatible product combinations.
Recommendations
Turning research findings into product direction.
I translated the research themes into prioritized product recommendations focused on confidence, decision support, and workflow completion.
01
Add a review step before download
Display a clear, itemized list of selected documents and file types before users commit to downloading the package.
02
Improve decision-making earlier in the flow
Surface key specs, previews, and technical context while users are selecting materials and documents.
03
Keep package contents visible throughout the flow
Help users track their selections as they build the package, then provide a clear preview before download so they can verify what is included.
