Research Insights

We learned a few things through moderated user interviews that gave insights that validated user need

1. Speed and ease of reading are important

Users are constantly looking to make quick decisions about their day, like what to wear and when to leave from work.

How were learnings applied? We redesigned the home screen with intentional hierarchy and information to clearly display current temperature and a look ahead to plan their next few hours

2. We all look for the same weather information

Users primarily look for weather forecast and temperature data in their typical day-to-day, regardless of what climate they live in. At this time, location doesn’t appear to have a significant effect on how users interact with a given weather app.

How were learnings applied? We minimized the real estate needed to display user or weather location by putting it along top navigation where page titles appear

3. Range of data informs initial perceptions

While they don’t actively seek out tangential weather information, like sunrise, moonset, dew point, etc., users prefer to have access to these data and perceive the app as more accurate upon first interaction.

How were learnings applied? While forecast perception is dependent on accuracy, access to information that may confirm this perception is important but secondary to information intake. We created clear hierarchy in formation display to deprioritize secondary information while making it accessible.

4. Lasting evaluations occur retrospectively

In the end, users evaluate an app’s accuracy based on how closely the prediction reflected their real experience of the weather after it happens. There may be creative opportunity for transparency and expectation management to increase user and customer loyalty.

How were learnings applied? We passed the learnings to AccuWeather internal teams to prioritize improving weather accuracy. Through the app, we added local weather channel weather reports that leverage AccuWeather to drive credibility.

User Testing Takeaways

We learned a few things through user testing variations of features and experiences

1. Current AccuWeather users strongly prefer the top navigation

Users that are used to a pattern does not see or feel the need to disrupt the experience they already know.

How were learnings applied? While a majority of users preferred top navigation, it was a conscious decision to move ahead with a bottom navigation with the hypothesis that:

• Current users preferred top navigation because they are used to it by repeated usage
• A bottom navigation will allow ease of access to other critical weather forecasting information that users care about
• A bottom navigation would encourage discovery within the app, which results in higher returned usage, brand recognition, and credibility

2. Existing and new users alike love the MinuteCast

Both existing and prospective users, recalled MinuteCast (a dial that shows rain and snow intensity within the hour) as their favorite feature. In particular, they enjoyed how they could “instantly” read the temperature and the colorful visuals for precipitation

How were learnings applied? Instead of spending time and energy ideating on how to redesign the MinuteCast, we focused on:

• Better labeling on the dial experience for faster understanding and read for users. Overall through testing, users took a few minutes to understand what the dial looks to convey
• Adding a linear display of the weather forecast that visualized the intensity of rain and snow within the next 2 hours