MEGOGO
Role: UX Research
Results in brief: We conducted 13 in-depth interviews, 4 diary studies, 5 usability tests, found 16 challenges, heard 10 values, and were able to formulate 13 jobs for which users hire the app.
1. Research strategy
The research strategy that we developed consists of four levels: product goal, business tasks, research questions, sources of information and used methods for each source. The main idea here is that receiving answers on low levels will highlight solutions for top levels to achieve the product goal.
- Make the application desirable.
- Solve challenges that the user faces in the app.
- Go beyond user expectations.
- Provide the right features.
- Motivate users to use the app frequently.
- Make the app better than competitors.
Each business task has its own set of questions we should answer during the research and the methods we decided to use. Here it’s important to mention that “research questions” are actually questions for researchers, not for respondents. And questions for respondents were built based on research questions to get answers to them.
For example, the research question: “What motivates users to use the app?” can be transformed into a direct open question for respondents: “How do you understand that it’s time to open the app?”.
2. Recruiting and interviews
During interviews we were asked about:
- style of life;
- context of application usage;
- expectations that people had when they decided to get a subscription;
- their motivation, why they use the app;
- what challenges they face;
- the value of the app and service in their life.
Many respondents previously had experience with competitor products, and some had an ongoing subscription to several products during the research. So we also collected some information about the pros and cons of competitors during interviews. And asked some of them to participate in diary studies, which means recording their sessions in MEGOGO and competitor apps for 2 weeks each time when they open them. It helped us in future when we compared competitors and highlighted common pros and cons across them.
During recruiting stage, we get interesting insights. Firstly in our questionary, we asked: “How often are you using the mobile app of service?” expecting to get people that use mobile app. Which is obvious as it may seem. But then we discovered that for around 30% of respondents who answered this question, “the mobile app” does not equal smartphone. Both the TV and smartphone applications for them mean “mobile app”. Later we changed the question to “How often are you using the app on your smartphone?”. hope this case would be useful for you If you are a researcher. 🙂
Finally, in short, we’ve conducted:
- 13 in-depth Interviews
- 5 usability testings
- 4 diary studies
3. Results (JTBD & other)
- Pushes (driver). Constantly existing situations that push for the emergence and relevance of the work for the user.
- Pulls (driver). The ideal result I want to achieve.
- Anxieties (inhibitor). Anxious thoughts surrounding a possible solution.
- Habits (inhibitor). Habits that solve the same job or prevent it from appearing.
- Catalysts. Situations that enhance all 4 powers.
Below you can see an example of a job that we defined. We would like to minimize distortion of our understanding of what respondents say, so each point inherits а direct speech or а phrase of respondents.
Overall the whole research took about 2 months, and finally, we presented our work to the MEGOGO team. Here is what they said:
“We set the team a difficult task: to conduct a high-quality research with users, organize the search and recruitment of respondents on their own, there are a lot of questions in the brief, and requirements for the sample in the design. After two months, we were impressed with the result in terms of the quality and quantity of the work done. The guys provided a clear and structured report, transcripts of all interviews, and most importantly - answers to our questions. We saw the contribution of each team member to the overall result and cohesive teamwork.”
Team
Serhii Filonenko, Irina Malakhova, Myron Fyliak
Mentorship
Iryna Kryvenko, Georgii Petrenko