My Role
User Interview Transcription
Answer Matrix
Quote Selection
Affinity Diagram
Persona Review
Journey Map Review
Benchmarking Analysis
Timeframe
6 Weeks
Tools
Paper
Pen
Stickies
Mural
Word
PowerPoint
The Challenge
Working in a team of two, we conducted a China user research filed study, for Cell Signaling Technology (CST).
Key goals of the field study:
User Interviews
Usability Evaluation
Benchmarking Analysis
Locations
Six key locations on Mainland China were selected to:
Population
The six locations selected represent the most populated area of the country.
Participants
14
Principal Investigators
8
MS and Ph.D. Students
2
Lab Managers
8
Distributors
3
Sales Persons (Observed)
1
Translator
Demographics
The focus was to mainly interview those of the Millennial generation.
Answer Matrix
Next, I created an answer matrix in Mural, documenting the participants' answers by persona.
View at scale:
View zoomed in:
Affinity Diagram
After documenting the interviews and creating the matrix, I crafted an affinity diagram to arrive at key findings.
"I want to buy related products but I can't find them."
"Why would I contact CST China? I will contact my local distributor instead - I
trust him."
Key Findings
Personas & User Journeys
Pamela the PI
Daniela the Decision Maker
Sally the Student
Dolly the Distributor
Recommendations
Home page
Search Results page
Product Detail page
Other Suggestions
Final Thoughts
Conducting the China user research field study was an incredibly rewarding experience. I learned so much about the behavior of our users, as well as Chinese culture and doing business in China. Going forward, it would be beneficial to conduct additional research in the following areas:
© 2016