Immersive user research for Zero UI
Scope
To investigate the high percentage of users (approx 70% MAU) who dialled in but exited after listening for less than 15 seconds. Understand the reasons behind their behaviour and identify potential solutions to improve the user experience.
Methodology for Field Research
We selected the top three cities with the highest number of monthly active users and the longest duration per session. We further divided the said users into engagement buckets of 50-100 mins & 5-10 mins.
One-on-One Interviews
My primary goal of the in-depth interviews was to observe our user's daily life landscape, especially what role their feature phones play in their lives. We also discussed in detail the usage of our service and how they have benefited from it thus far.
Usability Testing
My primary goal of the in-depth interviews was to observe our user's daily life landscape, especially what role their feature phones play in their lives. We also discussed in detail the usage of our service and how they have benefited from it thus far.
Card Sorting Activity
The activity acted as a tool for gathering insights into users' likes and dislikes for various genres. In step one, users were provided with 50 cards and asked to separate the cards they recognised. In step two, user's task was to divide the recognised cards into most-liked, and least-liked groups.
Synthesization
Research findings were analysed using affinity mapping, which helped the product team understand the characteristics and expectations of our users for the IVR service.
Results
After conducting research, we revised the content available on the IVR service and reduced the number of press options. The following is a summary of how users responded to these changes in the service.
