As part of the Voyager Project during the Alibaba-Lazada platform migration (2017-2018), we revamped the Lazada app to improve the overall user experience. To validate the new design, user research was conducted in Singapore, Indonesia, Malaysia, Thailand, and Vietnam, involving 20 participants per country (10 existing Lazada users and 10 new users). The objective was to gather a mix of qualitative and quantitative insights to guide the next phase of development.
Each country’s local UX Design team was responsible for planning and executing the research and documentation. All insights were compiled and passed on to our Lead Researcher to support future iterations.
This case study focuses on HOW the design team in Vietnam prepared for and conducted the user research, along with some of my solo analysis based on the insights gathered. It does not cover the full research outcomes.
We received guidance and test scripts from our Lead UX Researcher to carry out the research. The process started with collaboration across multiple teams: Customer Experience (CX), Customer Support (CS), IT Support (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.
The Voyager Project involved many teams working on different aspects of development. We collaborated closely with our Lead Researcher to agree on the research goals and key focus areas. This ensured that even when adapting test scripts for Vietnamese users, we remained aligned with the main objectives.
Below, you can see where this project fit within the design thinking process and the primary focus areas of our user research.
Focus Areas in Design Thinking Stages
Empathize
Define
Ideate + Prototype
Test + Learn + Adapt
Our main focus was to recruit the right participants and ensure a smooth onboarding experience. To support this, we worked closely and shared the following materials with the CX and CS teams:
A demographic questionnaire to help the CX team identify suitable participants from their customer database.
A detailed 5-day usability test schedule to guide the CS team in managing onboarding, following up with participants 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 uncovered 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.
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.