Together with design tasks, I also supported the Senior UX Researcher to conduct user research for multiple projects. I played different roles in each research.
Project Background
TikiNGON is a service of Tiki which connects local food businesses with people. When customers place an order on TikiNGON, we received it, send to business and assign a shipper to deliver it to the customers.
My Role
- Facilitator (Moderator): Ask users to perform tasks, ask interview questions and do screen recordings.
Research Goals
As this is a post-launch research, we have 3 main goals:
- Understand user needs and goals in online grocery and fresh food shopping
- Understand the “why” in user behaviors when interacting with Tiki Ngon
- Verify the hypotheses that Tiki browse and search experience is the constraints for users adopt and return
Recruiting Participants
Finding & Screening
Our team created a demographic questionnaire and send it out to potential participants based on our customer database.
Confirming
Once I received the list of all relevant participants, I and my teammate make calls to inform that they were selected for the interviews, their time slots and send out confirmation emails. I was also responsible to send text messages to remind participants 30 minutes before their interviews.
Moderating In-depth Interviews
Due to COVID-19 limitations, all interviews was conducted online via Google Meet.
Introduction
I welcomed and informed the participants that we wanted to study their experiences with our product and explained to them the purposes of the study. I also walked them through main activities: interview questions, purchasing food products on TikiNGON, finding and applying coupon. I also informed them about the privacy agreement and the sessions being screen-recorded on Google Meet.
Observe, listen and ask "Why"
I was responsible for guiding the participants through the interview questions and activities. For most of the time, I listened to user's answers and encourage them to freely express their feelings and feedbacks while interacting with our product. There were many times the participants got lost in the screens and I was there to give hints for them to complete the tasks. Sometimes our conversations led to unrelated topics, and the challenges were to lead the conversations back on the test flows.
Screen recording
I recorded sessions using Google Meet as a backup so that we could have a review later in case the observer missed something.
Analyzing Results
Together with UX Researcher, we gathered all notes and grouped the findings. After that, we drafted out the key findings (both positive and negative ones) onto FigJam and share it with stakeholders (Product Manager and Product Designer).
Cart-sorting all notes
Key Learnings
After the research, I learned that:
- It is important to create comfortable conversations so that participants can honestly share their thoughts.
- We usually think that users will behave as we expect, but by listening to different customer segments carefully, we can define more use cases to solve their pain points.
