User Motivation Research on Revisiting Dadatong Forum Platform
Project Scope and Role
Period: 6 months
Responsible work:
- User research project leading: I was responsible for helping WPG Holdings with planning and conducting a solid user research project.
- Team building and learning: Since it was the first time for the team to do a user research project, I taught them about the tools and brought human-centered concepts during the instruction process.
Background
WPG Holdings is the largest electronic component distributor in Asia-Pacific. Dadatong (https://www.wpgdadatong.com/tw) is a platform of WPG Holdings that provides Chinese and Taiwanese clients electronic components solutions. The main service of the platform is providing electronic components solution articles for FAE engineers and clients to discuss online and find professional information and guidance.
Business Problem
- The returning rate of Dadatong platform is low.
- The conversion rate of the recommendation content/option is low.
Business Goal
- Increase the returning rate.
- Provide the content that best fits the user preference.
Research Goal
- Find out the reason why users do not revisit the website.
- Find out the user behavior and user needs when searching for electronic components solutions.
Research Plan
- Survey: We first conducted a survey to get a broad understanding of users. The questions were designed to understand:
a. User behavior in terms of searching information on Dadatong and other platforms, the scenarios when using Dadatong
b. Attitude towards different factors which influence revisiting willingness
c. Personal information - Online in-depth interview: Based on the survey, we further selected some users who use Dadatong frequently as interviewees. We then conducted interviews with 8 Chinese and Taiwanese users to clarify the needs, difficulties and values revealed behind the behavior.
Online in-depth interview with a Chinese user
Result and Findings
Result:
- Produced a survey analysis report by using cross-analysis, PowerBI, and Python.
- Created an affinity diagram to categorize the data collected from interviews.
- Generated two personas to present user needs and pain points, preference for different types of users and two user journey maps to visualize the process when FAE engineers/users are searching for help in electronic component solutions.
User journey map
Findings:
- Users do not revisit Dadatong because they cannot buy electronic components right after they find solutions and they cannot involve their bosses and colleagues in the discussion section on Dadatong.
- There are two typical types of users: active and passive.
Active users tend to focus on article legibility, helpfulness, and update frequency on the platform; while passive users tend to have a more social function on the platform.
Contribution
- These user findings will be further applied to the development of a content recommendation system on the website to define user preference metrics.
- The understanding of user research in the team increased by 81%.