User Research

EXISTING PRODUCT EVALUATION

ADVANTAGE

Large amount of potential customers from other Taobao and TianmaoUnique user identification and trading credit ranking system by AlipaySimilar user habit with Taobao and Tianmao

PROBLEM

Confused name of categories and sub-categoriesLow interface hierarchy for contentsHigh privilege for fishpond moderatorPrivacy concern

 

USER INTERVIEW

We spent 1 week, and interviewed 7 users, including 2 Key Opinion Leaders, and 5 Common users. Then, we created user personas based on the user research findings above. Here are the key insights. 

USER INTERVIEW CONCLUSION

Fishpond users have the following main characters:

  • Trust the existing credit system in Xianyu;

  • Love to interact with other people, and they are looking for a new way to stand out from other posts;

  • Listen to a friend’s recommendation and want to follow the trend, such as trying video stories;

  • Think video provided more information and more trustful than photos and paragraphs.