Highlight

Over 20 group members participated

6 cities covered in research

Over 120 customers sampled

My role

Project background

Althought madou.com (毛豆新车网） and madou App（毛豆 App） have been launched for over a year, no formal study of customers has been conduct and stakeholders of the company has little knowledge about customers' needs, behavior and attitudes. Therefore, We launched an customer study project, participated with over 20 product managers and 4 UXers.

Planning and prepraration

Aligning the research objectives

We had kick-off meeting with key stakeholders and discussed the research objectives .

We defined the research themes，of which findings could have impact for financial plan design , marketing strategy and UX design.

Educating the team members

As most of project members had very little exprience in doing formal user interview, we organized training session to teach them how to du user interview and how to analyze data.

You can have a look of the training slides from here

Data collection

We were sperated into different groups, of which each was assigned with a target city. Each group contained 4 to 6 members.

We conducted in-depth interviews and user testing with over 100 users all together.

Data sythesis

We had daily sythesis for each data collecting days and online meeting for sharing findings.

After data collection periods, we took a one week to summarize data and gathered insights.

Findings and outputs

Important factors

We found some important factors which makes a person willing to purchase a car online with low down payment. Some of them are:

  • Age - A person who was born in 80s and 90s are more open to purchasing online
  • Occupation- A person who needs car for making money are more likely to purchase a car with loan.

Persona

We also generated 3 personas. ( Those data can't be shown to public )

Impact

Besides datas about buyers, we defined advices for customer acquisition， UI design， financian plan and pricing.

As members from UX team, We demostrated the value of UX research to product managers and the professional skills we have.