This project was part of the Voyager initiative during the Alibaba-Lazada migration in 2017-2018. We revamped the Lazada app and decided to test the new design in Indonesia, Malaysia, Thailand, and Vietnam.
Our research goal was to gather both qualitative and quantitative data by collecting feedback from 20 participants in each country (10 existing Lazada users and 10 new users).
To carry out the research, the UX Design teams in each country were in charge of conducting the user research, interviews, and documentation. Below is a summary of the two weeks we spent preparing for and conducting user research in Vietnam.
We received guidance and test scripts from our Lead UX Researcher to carry out the research. The process started with collaboration across multiple teams: CX, CS, IT, Finance, Legal, and Admin. We worked together to handle preparations, such as recruiting participants, managing legal contracts, setting up incentives, and preparing research labs.
We had a session with our lead researcher to align on the research goals. The goal was to ensure that, even while localizing the test scripts for Vietnamese participants, we stayed true to the main research objectives.
The primary focus of the research was to understand:
How users navigate to find products from the Homepage
How they scan, filter, and browse the Search Results and Category Pages
How they interact with the Product Page
How they interpret product tiles
Their thoughts and comparisons between the test app and the current app
The secondary focus was to gather insights on:
Their online shopping behaviors
The apps they use daily
Their expectations for a personalized app experience
Our main focus for this step was to recruit the right participants and ensure a smooth onboarding process. To make this happen, we worked closely with the Customer Experience (CX) and Customer Support (CS) teams.
We gave the CX team a demographic questionnaire to help them screen and identify suitable participants from their customer database.
For the research, we created a detailed schedule for the 5-day usability test. The CS team took charge of onboarding participants, following up with them before and after each session, and coordinating with the design team to ensure everything ran smoothly.
This step, we worked with the IT team to set up the research labs, making the most of all available facilities.
We used two cameras: one to capture how participants interacted with the test phone, and another for an overhead view. We also made sure to document participants’ interactions with the test phones and card-sorting activities.
Our lead researcher provided the team with scripts that included questions and scenarios for the usability test. Each of us approached the document in our own way. For me, I broke down the questions, scenarios, and tasks into smaller sections. Then, I reorganized them to help me communicate more naturally with participants in Vietnamese.
To make sure everyone was aligned on the research objectives and user flow, we did a trial run before the formal sessions started. During the trial, team members took on roles as participants, moderators, and observers. This gave us a chance to review the scenarios and activities in action, and ensure everyone was clear on the process, including the flow from the Homepage to the Product Page.
It was my first time leading user research, and I was really nervous. But I reminded myself to stay calm and focused. I kept in mind the helpful tips from our lead researcher to guide me and make sure everything stayed on track.
THE TIPS
Introduce: welcome participants, explain the study’s purpose, and inform them about the legal agreement and video recording.
Observe, listen, and ask “Why”: guide participants through the test, listen to their feedback, ask follow-up questions, and bring the conversation back on track when needed
Record and take notes: take photos of the activities, record the sessions, and note down key findings after each session.
For five days straight, we conducted the research and met at the end of each day to review our findings and share insights.
At the end of each day, we grouped the findings into three categories: Homepage, Search Results & Category, and Product Page. We focused on the most relevant insights and put together a PowerPoint to share key takeaways (both positive and negative) with the rest of the team.
I also take some time alone to review my notes and findings, looking for key insights. This helps me brainstorm ideas for the next steps. Below are examples of my notes from a session with a participant, along with my brainstorming board.
During the user research, my main goal was to gather data that aligned with our research objectives. But as I reviewed the findings, I started uncovering deeper insights into how users interact with our product and what they truly need. These insights not only helped refine our user personas but also gave me a stronger sense of empathy for our users, allowing me to see things from their perspective.
Through this process, I’ve learned how powerful research methods can be in understanding users on a deeper level. It’s helped me connect with their behaviors and needs, allowing me to make more thoughtful decisions that truly improve the user experience.