UNCOVERING LOCALISED USER INSIGHTS & DIGITAL BEHAVIOUR AROUND ONLINE search
A leading American technology company wanted to understand the mindset and behaviours of using a search browser for the Next Billion Users. Their user segment included smart phone users with low-literacy. Their aim was also to test and get feedback on 3 different versions of a prototype of a search browser and its unique features. Through this study they hoped to understand the cultural and behavioural nuances to build the insights into their product. This project was executed in partnership with Turian Labs, Pune.
HOW DID WE APPROACH IT?
We identified 30 potential users based in Delhi who fit the target user segment criteria and gave them access to the prototype. We then conducted a diary study remotely over a week, wherein we gave them specific tasks as ‘homework’ everyday and recorded their feedback and reactions to identify patterns of usage and digital behaviours. This helped us get an initial feedback on the prototype and also an understanding of their needs, expectations and challenges.
We shortlisted 15 users to conduct in-depth, 1:1 interviews in Delhi to further understand their experience with the prototypes and gain deeper insights into their lifestyle, needs and behaviour.
WHAT DID WE DELIVER?
During the diary study, we recorded everyday feedback systematically over a week for each user. We turned this raw data into a detailed task-finding report by synthesising the responses of all users.
From the interviews, we shared videos of the users navigating the prototype to complement their responses. We delivered a final insights report with a synthesis of the users feedback from the diary study as well as the interviews in a way that makes it actionable for our client to develop their product further.
WHAT WAS THE IMAPCT?
Over just 3 weeks, we got 30 potential users to use the prototype for a week and give us detailed feedback on their experience. Through in-depth interviews we were able to uncover deep insights around the internet browsing habits of the users and also their expectations with the product.
We delivered these insights to the client to impact the entire product experience and also introduce/improve specific features based on the user feedback.
The users wanted to continue using the prototype over their current search browser and also wanted to share it with their friends.
