Summary
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[Purpose]:
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Collect and analyze the Voice of the Customer (VOC) from domestic consumers to better understand their needs and preferences
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[Result]:
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Action plan based on the interviews was set-up
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[Contribtion & Role]:
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Project Manager from end to end
Situation
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As a customer-centric organization, there was a need to collect and analyze the Voice of the Customer (VOC) from domestic consumers to better understand their needs and preferences.
Task
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Planning and executing Focus Group Interviews (FGIs) to gather in-depth customer insights.
Action
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FGIs were conducted to collect extensive user feedback on UI/UX and product offerings, enabling targeted enhancements.
Result
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Action plan based on the interviews was set-up
Feedback
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The necessity for more detailed planning and objective setting was realized, specifically:
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Conducting research centered around Usability Testing (UT), In-Depth Interviews (IDI), and Surveys to gather comprehensive insights.
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Performing preliminary research such as customer definition (persona & journey mapping) and establishing customer metrics.
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Extracting customer VOC to deliver actionable items and ensure the customer's voice is heard.
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A more detailed schedule proposal was recognized as essential, involving steps like project initiation, aligning on the planning intent (project purpose/meaning, goals, etc.), pre-analysis (reference and benchmarking), consulting (research requirements discussion, research methodology setup), research execution (identifying pain points, hurdles, barriers, and usability issues), result analysis (quantitative/qualitative analysis), insight derivation (developing improvement directions and measures), and tracking research outcomes.
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Recommendations for conducting tests included:
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Proceeding with research remotely.
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Mirroring customer phone screens for remote sessions.
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Sharing session content in real-time via Google Meet to allow anyone from the product team to observe.
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Summarizing each session upon completion and conducting a final wrap-up after all sessions.
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Sharing recorded videos for those unable to attend.
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Facilitating immediate follow-up discussions within the product team, with the research team focusing on detailed findings extraction.
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Optionally omitting the report if necessary.
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The ideal number of participants is guided by Nielsen Norman Group's suggestion that testing with 5 users can uncover 85% of problems, emphasizing that qualitative research aims to identify trends and solve significant issues promptly, favoring multiple, smaller-scale research sessions over fewer, larger ones.
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Future strategies should include creating surveys on Google Forms with Slack integration to enable PMs, developers, and others to prioritize features and build a platform for collaboration.
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The survey format should adhere to the SUPR-Q METHOD Research approach, incorporating satisfaction and four key questions on reliability, usability, and conducting open surveys with participants from Musinsa and competitors to gather comparative data.
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Inquiring about past behaviors is more effective than asking about future intentions.
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Usability tests should be conducted without explicit instructions, using directive pronouns ("try this, do that") to focus on usability rather than user testing, with emphasis on the think-aloud method to encourage participants to verbalize their thoughts.