How insights into user behaviours helps tackle low product adoption
2023
5 weeks
CAFU
About client
CAFU, mobile car services in the UAE, has deployed car wash services on its app for the convenience of its users. The service was in its early development stage and required more understanding of user behaviour.
Business challenge
Comparative to fuel, CAFU had low adoption of the car wash services, and observed low retention rates amongst first-time users.
Approach
✨ Some user research was done prior to me joining the project. It was more focused on the business processes, and provided minimal information on users’ tasks and needs.
✨ Started with small improvements in the interface and interactions to make use of this research data. Fixed UX patterns that worked incorrectly and applied a new design system the client had. While it helped to eliminate some of the friction between users and the system, this approach felt wrong, because it seemed as if some important issues were understudied.
✨ Conducted stakeholders interviews and it was agreed the project required deeper research.
✨ Created a research plan with more focus on users' problems within the product and deeper understanding of their tasks, workflows and workarounds.
✨ Prepared a concept based on the data from previous research to supplement the discovery and test the assumptions.
✨ Kicked-off the recruitment, scheduled the sessions and conducted in-depth interviews with the initial concept ideas as a stimuli.
✨ Prioritised the findings and presented them to the Project Manager to lay the foundation for product roadmap. It was concluded the application needed to be redesigned entirely.
✨ Analysed the tasks users were performing in the current application, their workarounds, goals, and gathered feedback on the concept. Identified areas for improvement.
✨ Brainstormed ideas for redesign. Elaborated on 2 options together with the Project Manager.
✨ Improved the concept based on the user feedback. Made changes to designs and worked on prototypes. Handed over the designs to development.
✨ Would participate in weekly sprints planning, backlog refining and UI reviews.
Lessons
💡 Start any project with the requirements gathering and prior research data review. Don’t rush into immediate improvements. Carefully study all about the project background, take your time.
💡 The needs of stakeholders won’t align with those of the users, therefore, it won’t bring any value implementing them.
