Case study: Enhance users’ experience by understanding their needs
An UX Research assignment at dibimbing.id
Introduction
Hi! I’m Afia, a Content Specialist interested in UI/ UX and currently enrolled in UI/ UX Design BootCamp at dibimbing.id to learn more about UI/ UX field. This assignment was done by me and my two teammates that we‘ve been working on for 2 weeks.
Let’s take a look at the Research! Shall We?
Background
The issues that users face based on app store and Playstore reviews for MyBluebird are too frequent and disruptive placement ads, non-personalized user activities, and security concerns. Some users also compare MyBlueBird with the competitors unfavorably.
Using qualitative research type with a behavioral method, this research aims to provide solutions to user’s issues, gather user feedback, and boost MyBluebird’s users to compete effectively with other online transportation booking services.
Research Objective
- Understanding the challenges and needs of users when booking taxis through MyBluebird.
- Increasing the number of users who directly book taxis through MyBluebird.
- Identifying the reasons why users choose to use competitor apps over MyBluebird.
Research Methodology
In-depth Interview, using a screening survey, selected respondents will be interviewed in detail to understand the behavior, needs, problems, and user journey in using the MyBluebird app and similar competitor apps.
Click here to see the screening survey questions.
Discussion Guideline
The guideline for the interview was divided into two, general behavior when using MyBluebird and general behavior when using competitor(s) app:
- Perception of the booking process/ flow in the MyBluebird app.
- Needs when using the MyBluebird app.
- Challenges in using the MyBluebird app.
- User actions during the transportation service booking in the MyBluebird app.
- User opinions on MyBluebird compared to the competitor’s app used.
- User expectations for the MyBluebird app.
— — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — —
- Perception of the booking process/ flow in competitor apps.
- Needs when using competitor apps.
- Challenges in using competitor apps.
- User actions during transportation service booking in competitor apps.
- User opinions on competitor apps compared to the MyBluebird app.
Sample Specification
- Gender:
Woman/ Man
- Age:
20–50
- Location:
Any area within reach of Bule Bird service.
- Users specific Criteria:
MyBluebird Users for at least 6 months
Competitors Users for at least 6 months.
Click here to see the survey results.
In-Depth Interview Results
Based on the interview with 6 respondents, we can summarize that:
- Most respondents use taxis when traveling or on vacation.
- Most respondents learned about the MyBluebird app through their friends.
- Respondents use the MyblueBird app for Ride services.
- According to respondents, Bluebird’s advantages include the comfort of services, from the speed of booking to the good attitude of drivers.
- Most respondents do not encounter significant issues when booking a taxi through the app. However, some users are bothered by imprecise pick-up locations.
- The reasons respondents use other similar apps are generally due to lower prices, promotions, and the availability of various services not just taxis/ cars.
Click here to see the interview transcript.
Affinity Diagram
All of the information obtained in the interview is grouped into six categories with an Affinity Diagram, to help us analyze the interview results smoothly:
- What Users Like from MyBluebird.
- Users' Consideration in using MyBluebird.
- Users' Pain Points while using MyBluebird.
- Users Behavior in using MyBluebird and competitor(s) app.
- What Users Need in MyBluebird.
User Persona
To gain a better understanding of user behavior and pain points, a user persona was created based on interviews and analyzed with Thematic Analysis.
Customer Journey Map
Using the user persona, Customer Journey Maps were created to gain a better understanding of how users behave and think.
Actionable Plan
From the Pain Points obtained from the Customer Journey Map:
- Difficulty in selecting an inaccurate pickup location that needs adjustment.
- Unable to choose more than one destination.
- Confusion on how to use promo for non-cash/EZ Pay payments.
- Limited payment methods.
This “actionable plan” might help users with their problems:
What I’ve Learned
Working as a content creator, I have conducted research and analysis for content creation purposes. However, UX Research has its own unique appeal. Going through the steps of defining the right research objective, conducting interviews, analyzing results, and finding solutions for users has increased my awareness and understanding of human behavior and their journey in taking action. This not only enhances my comprehension of the UX scope but is also beneficial for my current field, content creation.
I’m pretty sure this research project is still lacking in many ways. Therefore, I would greatly appreciate any feedback that might help me learn more about the UX field.
Thank you :)
