UX Research Archives - Danchi Studio https://danchi-studio.com/project-categories/research/ Thu, 24 Apr 2025 10:01:37 +0000 en-US hourly 1 https://wordpress.org/?v=6.7.2 https://i0.wp.com/danchi-studio.com/wp-content/uploads/2025/01/cropped-Icon.png?fit=32%2C32&ssl=1 UX Research Archives - Danchi Studio https://danchi-studio.com/project-categories/research/ 32 32 158659697 Go2Joy’s User Survey https://danchi-studio.com/case-studies/go2joys-user-survey/?utm_source=rss&utm_medium=rss&utm_campaign=go2joys-user-survey Mon, 20 Jan 2025 17:20:44 +0000 https://danchi-studio.com/?post_type=bdevs-project&p=4125 User Survey Created On November 2022 Duration 3 weeks Role UX Researcher Team Go2Joy’s Product Challenge Identify problems and areas for improvement in the Go2Joy app to make it more user-friendly. Background Go2Joy is a hotel booking platform offers a convenient and flexible option for short-term accommodation needs. In late 2022, our CEO wanted everyone […]

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User Survey
Created On
November 2022
Duration
3 weeks
Role
UX Researcher
Team
Go2Joy's Product
Challenge

Identify problems and areas for improvement in the Go2Joy app to make it more user-friendly.

Background

Go2Joy is a hotel booking platform offers a convenient and flexible option for short-term accommodation needs.

In late 2022, our CEO wanted everyone on the team to experience the product firsthand, so we launched the “Work from Hotel” program. Each employee received a 500,000 VND voucher to book a hotel room, check in, stay for 2 hours, and check out, all while using our booking services.

To make the most of this opportunity, the Product team decided to run a survey to identify any issues and areas for improvement within Go2Joy app. I was responsible for defining the survey goals and creating the questionnaires.

Approach

For this project, I focused on improving the product from the users’ perspective rather than relying on deep product knowledge.

My approach was to first map out the user journey and then collect feedback at each stage. This allowed me to focus on specific areas of the app (such as navigation, search, feature usage, and support, …) to identify where improvements needed.

1. Define the User Journey & research goals

In short, all employees received a voucher code via email and were asked to use it to book a room on the Go2Joy app. To better understand their experience, I mapped out the user journey, focusing on the key steps and defining goals for each stage of the process.

Explore & research

    • Goal: identify the key factors that users prioritize when selecting a hotel.
    • Purpose: to understand their main decision-making criteria.

Booking using voucher

    • Goal: understand users’ experience when booking a room using a voucher.
    • Purpose: to identify any challenges or sources of confusion during the booking process.

Pre-arrival

    • Goal: identify the types of reminders or notifications users expect from Go2Joy regarding their upcoming booking.
    • Purpose: to improve communication.

Check-in, Stay, & Check-out

    • Goal: to identify any issues users encounter during check-in or check-out.
    • Purpose: to understand their preferred methods for reporting these issues.

Review & Post-stay 

    • Goal: understand the motivations behind users leaving reviews after their stay at a hotel.
    • Purpose: to enhance review collection strategies and improve user engagement.
2. Add questions at each stage

This was my first time writing survey questions, so I focused on keeping them neutral and avoiding bias. I wanted to focus on understanding the user’s experience, so I used closed-ended questions to measure overall satisfaction. At the same time, I included a few open-ended questions to let users share more detailed thoughts and suggestions for improvement.

Explore & research

What criteria are most important to you when choosing a hotel?

  1. Discounts and promotions
  2. Hotel rating and reviews
  3. Hotel accommodations
  4. Additional services
  5. Convenient location
  6. Other (please specify)

How do you typically search for hotels?

  1. Google search
  2. Social media (e.g., Facebook, Instagram, TikTok)
  3. Booking apps (e.g., Agoda, Booking, Traveloka)
  4. Recommendations from friends
  5. Other (please specify)

Booking using voucher

How would you rate your experience using vouchers on the Go2Joy app?

    • Scale: Very difficult, Difficult, Neutral, Easy, Very easy

Did you encounter any challenges or confusion while using the voucher during the booking process?

  1. Yes, please describe the issue(s) you faced.
  2. No

Pre-arrival

How would you rate the overall communication regarding your check-in time?

    • Scale: Very Poor, Poor, Neutral,  Good, Excellent

How would you want Go2Joy to remind you about your booking?

  1. SMS
  2. Email
  3. Push notification via Go2Joy app
  4. Phone call confirmation
  5. No reminder needed
  6. Other (please specify)

Check-in, Stay, & Check-out

How would you rate your overall experience with the hotel check-in and check-out process?

    • Scale: Very bad, Bad, OK, Good, Great

Was the information provided at check-in clear and helpful?

  1. Yes
  2. Partially
  3. No, please describe the issue(s) you faced.

Review & Post-stay

How likely are you to leave a review for a hotel?

    • Scale: Very unlikely, Unlikely, Neutral, Likely, Very likely

What would encourage you to write a review for this hotel?

  1. Earning points
  2. Receiving a coupon
  3. Getting a free gift
  4. Other (please specify)

Closing questions

How would you rate your experience searching for a hotel and room on the Go2Joy app? Please explain your rating.

    • Scale: Very difficult, Difficult, Neutral, Easy, Very easy

Do you have any ideas or suggestions that could help us improve our services or application?

Outcome

I created the survey in Google Forms, making it easy for everyone to complete. After two weeks, we received a total of 85 responses. I then put together a report to analyze the findings and made recommendations based on user feedback to share with the Product team. Below is my summary of the booking experience using the voucher.

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]]> 4125 Alibaba’s User Research https://danchi-studio.com/case-studies/alibabas-user-research/?utm_source=rss&utm_medium=rss&utm_campaign=alibabas-user-research Wed, 15 Jan 2025 10:48:02 +0000 https://danchi-studio.com/?post_type=bdevs-project&p=3796 User Research Created On Jan 2018 Duration 2 weeks Role UX Researcher Team Alibaba Design Challenge My main challenge was juggling multiple tasks for the first time. 😮‍💨 I had to coordinate with teams, recruit participants, and set up labs. On top of that, I was learning the research guide, test scripts, and documenting everything. […]

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User Research
Created On
Jan 2018
Duration
2 weeks
Role
UX Researcher
Team
Alibaba Design
Challenge

My main challenge was juggling multiple tasks for the first time. 😮‍💨 I had to coordinate with teams, recruit participants, and set up labs. On top of that, I was learning the research guide, test scripts, and documenting everything.

Background

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.

Approach

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.

1. Aligning on Research Goals and Key Insights

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

2. Recruiting Participants

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.

3. Setting up Research Labs

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.

Paul and Hai setting up the research lab, preparing everything to ensure a smooth and effective usability test session.
4. Preparing for Test Script Dry Run

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.

My approach to organizing and understanding the test scripts, questionnaires, and activities.

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.

Lam, Hai, and I doing a dry run to ensure everything is ready for the real sessions.
5. Conducting User Research Sessions

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.

Me conducting user research sessions, with observers watching from other locations.
6. Organizing the Findings

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.

Alisa, Hai, and I catching up each night to review and discuss the findings from that day.
7. Solo Reflection and Ideation

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.

My quick notes from one of the participants.
Exploring ideas based on insights from 21 participants.

Outcome

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.

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