Goals:
- Better understand who are our subscribers and what motivates them to subscribe
- Identify why some subscribers did not publish their services on the platform.
Constrains:
Very limited budget and time (delivering preliminary results in 3 weeks)
Methods:
Surveys + Usability Study
Process:
I designed two surveys: one with the general website subscribers; the other one with self-identified tour service providers who have used the website to list their services. By comparing the results from these two surveys, we found the intriguing subgroup of subscribers who haven't published any content. We decided to focus on this subgroup in the follow-up interviews.
For both surveys, I’ve asked respondents to indicate whether they would be willing to participate in any follow-up interviews. This was how I recruited participants for the follow-up user testings. The survey questions also serve as screeners to identify user testing candidates.
For both surveys, I’ve asked respondents to indicate whether they would be willing to participate in any follow-up interviews. This was how I recruited participants for the follow-up user testings. The survey questions also serve as screeners to identify user testing candidates.
Outcomes:
The survey results are used to identify different user types in the website subscriber list.
User testing sessions shed light on the issue of "incomplete" user-generated contents and helped stakeholders to consider the needs of different user cases.
User testing sessions shed light on the issue of "incomplete" user-generated contents and helped stakeholders to consider the needs of different user cases.
Deliverables
Presentation to stakeholders + Written reports shared across the company + Highlight reels from usability test sessions
