Eliminating Barriers to Design a Delightful & Desirable Content Consumption Experience
The client wanted to understand their users' content consumption habits, including the category of content they engage with, their search behavior, and how they navigate the app when unable to find the desired content. They also aimed to gather insights from non-users to assess their awareness of the app, information sources, and app perceptions.
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Approach
UCC conducted remote and in-person In-Depth Interviews (IDIs) to understand users' content consumption habits and search behavior on the app. This helped us gain valuable insights into their app usage pattern and the typical paths they follow to navigate through the app.
Impact
Our research yielded significant insights into the underlying factors influencing user behavior across diverse segments, resulting in the identification of distinct personas and their respective use cases. The findings about the user expectations and pain points associated with the app allowed the client to optimize their app experience, customize offerings, and effectively address user expectations thereby enhancing the overall user satisfaction and engagement. The insights gained from non-users' feedback helped them address the potential barriers and incorporate features to meet their expectations.
Client: ShareChat
Location:
Tier 2 & 3 cities of India
Duration:
8 Weeks
Type Of Organization:
Start-up - Unicorn
Study Participants: 9
Research Tools & Methods: In-Depth Interviews
Languages:
Hindi, English
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Redefining Information Architecture of the App to Aid Users’ Content Downloading Behavior
The client wanted to decode the users’ downloading behavior on their app and leverage it to make a compelling business case for improving their app's footprint on the competitor apps and also increasing the overall reach of their app..
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Approach
UCC conducted 19 remote in-depth interviews with users from diverse backgrounds, across 16 locations and in five different languages. Through these comprehensive discussions we deep dived into into users' content downloading behavior, including the type of content downloaded, reasons for downloading, and how users utilized the downloaded content.
Impact
Our research uncovered the motivations behind users' content downloads, as well as the underlying sentiments around sharing and utilizing the downloaded content. We identified multiple navigation paths that users take to achieve their goals of downloading and preserving content. Our findings also revealed certain discoverability issues that hindered users from sharing content through standard routes. This enabled the client to devise strategies to streamline their app experience to align it with their users' behavior, make data-driven decisions for solving the problem statement.
Client: ShareChat
Location:
Tier 1, 2 & 3 cities of India
Duration: 9 Weeks
Type Of Organization:
Start-up - Unicorn
Study Participants: 19
Research Tools & Methods:
In-Depth Interviews
Languages:
Tamil, Telugu, Kannada, Marathi, Hindi
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