Food logging app - Problem and opportunity discovery for Premium service
Problem:
There is a low conversion rate of free users upgrading to premium users. However, there are a lot of users showing interest in the premium features.
My Role:
UX Researcher
Work with the product manager to define problems and discover opportunities
Process:
Discovery (Interview and contextual inquiry, UI review, GA and Firebase data review)
Deliver user artifact
Quantitative and qualitative data
During the discovery stage,
-I have analyzed 2000 verbatim responses in the survey
-I have interviewed 9 users to gather qualitative data and synthesized the data to create digestible artifacts for the team.
Please Note. This case study is going to focus on qualitative research
Qualitative Research:
Interview: Planning->Recruiting Participants->User Interview sessions
Analysis: Raw data exaction->data synthesis->Translate data to empathy maps and personas
Sharing findings: Sharing findings with the wider team including the Product, Marketing, UI Designers, and Engineering team, and having the workshop to identify opportunities
Empathy maps and personas
The research findings helped the business to identify who is interested in the Premium service and why they are interested. It also identified why these customers are hesitant to convert to Premium users.
There is an example of the empathy maps and personas that I have created:
Opportunities:
A follow-up workshop has been done to look at the opportunities using the “Opportunity Tree”.
In the workshop, we reviewed the users’ needs and pain points, and have identified a few opportunities to work on for the product and marketing teams.