Time:
07.2016 - 08.2016
Practice:
Design Ethnography
Usability test & Interview
Customer Journey Map
Co-creation workshop
Team:
Yuan Wu (Sr User Researcher)
Ji Ye (User Researcher Intern)
Yan Gao (Sr Interaction Designer)
Shuang Yuan (Sr Visual Designer)
The new car rental service and its app were ready to launch for public test, hence the user research team conducted this project to evaluate the user experience and the business strategy. Some design ethnography and service design tools were utilized to uncover the experience problems from the online and offline touchpoints, and to build up a holistic view of the customer journey. I worked with another intern in this project to assist senior researcher.
The new service was running from beta version to small-scale test version. The physical service encounters of service spot and front-end employees were still in the status of preparing. Therefore, it was essential to find out serious experience issue and fix them before the public test.
Design Ethnography
Diary Study
Usability Test
Indepth Interview
通过多维度的设计方法和工具，验证服务原型，探寻用户体验痛点。
Affinity Diagram
Customer Journey Map
分析数据，定义现阶段用户体验痛点和机会点。
对数据分类：根据优先级和对资源需求，对研究发现的问题和洞察进行分类
Storytelling
Walkthrough
Co-creation workshop
在研究过程中，及时和相关人员沟通新发现；
在分析过程中，让关键决策人了解主要问题；
在完成分析后，通过storytelling, visualization在Co-creation workshop上解释研究洞察。
Collaboration
Validation
针对已排期问题，及时跟进；
针对中长期问题，通过feature team等共创形式，进一步深化解决方案；
针对商业/运营策略相关的问题，通过后续研究持续验证假设
DESIGN ETHNOGRAPHY
The user research of the car rental service included online and offline user experience, while the user journey will usually last few days. Besides, the experience of intensive interactions took place on-site may not easy for users to recall in interview later on. Therefore, a mobile ethnography tool, ExperienceFellow was utilized to help us collected more details and trace the complete user journey. The researchers also collaborated with the customer service and operation teams to trace the database and made sure the test went on smoothly.
ExperienceFellow app allow participants to upload text, emoji, image, video and GPS data. Meanwhile, researchers can access to these data on EF web tool. The idea was similar to design probe but utilizing mobile app makes the data collection process easier.
20 colleagues from different departments tested the new service for one week; They stepped into user's shoes to review their work.
16 target users were invited for usability test, 9 of them were selected to test the new service.
USABILITY TEST
The research team conducted usability test and A/B test to assess the usability of the Didizuche mobile app. Throughout the usability test, the research team digs out deep insights and unmet needs from the participants.
The test was conducted in the one-to-one interview when other researchers and stakeholders sit in monitor room to record and observe the process. The most important test task was ordering and modification process in DZ and competitors’ mobile Apps.
LEFT：Monitoring usability test from screen; RIGHT： Conducting usability test and interview with one participant.
Digital Service
服务线上化
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Mobile Payment
移动支付
Door-To-Door
送车上门
Price
价格
Brand
品牌
Car
车型
· Couldn’t order the specific type
· Out of the delivery service range
· Hard to complete the ordering
不能选择特定车型组
超出送车上门服务范围
下单流程被打断
· Couldn’t order the specific type
· Out of the delivery service range
· Credit card was not supported
不能选择特定车型组
超出送车上门服务范围
不支持信用卡
· Couldn’t order specific model
· Hard to compare price
· High learning cost of the policy
· High threshold value pre-authorization
无法指定车型
不同车型难以比价
租车服务条例不易理解
预授权门槛较高
· Couldn’t order specific model
· Hard to compare price
· Out of delivery service range
· Credit card was not supported
无法指定车型
不同车型难以比价
超出送车上门服务范围
不支持信用卡
Categorizing and delivering the research findings
ANALYSIS & CUSTOMER JOURNEY MAP
The research team utilized the affinity diagram method to analysis the problem cards exported from ExperienceFellow data. A customer journey map was generated to analyze and visualize the user experience as well as the research insights. Some colleagues were invited to explain and discuss about their feedback from mobile ethnography experience. Some quotations were kept in order to provide empathy for audience in the following steps.
研究团队使用亲和图法来分析导出的问题卡片和EF产生的数据，建立分析维度。我们根据分析结果制作了用户旅程地图来展示用户痛点和研究洞察，围绕每个触点，将问题分类为紧急的bug，痛点和长期的设计机会点。
我们还要邀请了参与测试的同事来讨论他们的体验故事，部分用户的原话和上传的图片我们也保留下来来帮助读者更好的理解真实用户的痛点。
INTERPRETATION
To better communicate the research findings, the research team utilized the customer journey map in several occasions. In the kick-off meeting, some participants were invited to conduct storytelling method to share their experience about the service, and the journey map helped a lot at this step. The visualizations and storytelling effectively and directly delivered the painful experience.
As a result, the research team got key stakeholders to understand the problems and earned support from decision makers to conduct a set of co-creation workshops.
为了更好的沟通用研结果，研究团队在不同的场合多次使用了用户旅程地图。例如在共创工作坊的启动会议上，一些被测被邀请讲述他们的体验故事，运用体验地图，他们能更好的描述他们经历的服务体验和痛点。 而讲故事+体验地图更高效的帮助与会者对真实用户产生同理心。
用研团队在会议上介绍了体验地图和用研用到的方法和主要发现，并且在会议上使得各部门老大对当前服务中存在的问题取得了共识，获得了他们对后续开展共创工作坊的支持。
CO-CREATION
In order to deal with interdisciplinary problems, the research team invited the stakeholders from different teams to join a set of co-creation workshops. To design the co-creation process, I suggested several brainstorming tools and helped to framed the workshop plan. We cooperated with two designers to organize the workshops, and we also invited product director to the workshop.
In each workshop, the customer journey map and the user story were introduced first, and each small group was assisted by a researcher or designer. After each workshop, to solve the experience pain points, there were a set of concepts that come out and were voted by participants. I helped the designers to summarize the outcomes and deliver to the whole company. A pile of concepts were deployed in development process.
为了解决用研发现的跨部门问题，研究团队邀请各部门的利益相关者参与到了一系列共创工作坊中。 在我的建议下，我们整合了在aalto使用过的一些共创工具和方法，新的设计师用研团队共同设计并测试了工作坊的流程。我们还邀请了产品总监参与到工作坊共创中。
在每一次工作坊上，用户旅程地图和相关的体验故事都会被介绍给参与者，每个共创小组都有一名设计师/研究员协助完成问题梳理和头脑风暴。每一期工作坊之后，都会由参与者投票产生一系列高价值的概念。我和设计师们一起总结了这些概念，并且将结果汇总抄送了全公司。这些概念在后续逐步进入开发流程和需求池。
FEATURE TEAM
Based on the concepts generated from workshop, researchers, PMs and designers formed a Feature team to redesign beginner guidance. According to the research process, the user guidance was one of the most serious user experience issue in usability test.
The original user manual was literally a text document on user's mobile App, which was unusable according to the usability test and interview. The new information notification was designed based on user behavior and context throughout the whole user journey. And the form of notifications was designed through omni-channels.
在共创之后，用研团队和产品经理以及设计师组成了feature team，针对高优先级问题以及共创产生的概念进行进一步的合作。
其中一个高优先级问题是，租车用户新手引导和规则告知问题。
原始的用户手册是pdf文件，可用测试和用户访谈结果表明，用户遇到问题时候，没有精力也无法高效的查阅相关解决方法和服务规则。
针对这个问题，feature team重新梳理了潜在的场景，根据用户行为和情境设计了新的用户引导和规则告知方式。新的用户引导系统通过app提醒，短信通知等方式多渠道的提示用户租车服务规则。
The feature team re-design the notification task flow based on the customer journey map. PMs and designers selected some pages to develop in next sprints.
Sample of outcome:
Improvement:
1. Added explanations in important pages;
2. User could check the description more user-friendly instead of open a document.
Improvement:
1. Showcased the following steps;
2. Added links to related pages or services;
3. Explanations were still kept in the end.
LEARNING
